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DISCOVERING DO MOMENTS FOR BRANDS

Today, consumers are holding brands to a higher standard than ever before, demanding them to take a stance on important issues and to enact positive change. Find out how your brand can step up, speak out, and remain culturally relevant during this new era of marketing.

A NEW MARKETING ERA

Never before has culture impacted commerce to the degree we have witnessed in 2020. This year, with its political divisiveness and COVID pandemic, has acted as an accelerant for the kinds of social movements that were already in the works. What’s been highlighted most are the stark inequalities of the modern world. Marginalized communities are disproportionately affected by everything from wage disparity and economic uncertainty to a lack of food, healthcare and technological resources.

We have moved past the marketing eras of “Product” and “Person.” We are firmly in the marketing era of “Public” and brands need to pivot if they wish to remain relevant. It’s time to think and act differently.

MARKETING ERAS

WHAT IS IT THAT BRANDS ARE EXPECTED TO BRING TO THE MARKETPLACE?

  • PRODUCT
    • WHAT YOU OWN
    • THE RULES OF STUFF
    • BETTER STUFF
  • PERSON
    • Who you are
    • THE RULES OF SELF
    • BETTER SELF
  • PUBLIC
    • MAKE A CONTRIBUTION
    • THE RULES OF SOCIETY
    • BETTER SOCIETY

THE NEED FOR BRAND BRAVERY

Today, consumers expect brands to do so much more than just ‘talk’ about their products—they expect meaningful action from them. Well-intentioned is no longer enough. Consumers are eager to engage with brands that reflect and support their values making this the time for brands to be brave, take action and create change.

“Brands try to endear themselves to diverse audiences by working to appear inclusive and supportive, but is it real? Is it authentic or authentically inauthentic?” Ashton Beck, Social Strategist

KEY INSIGHTS

  • 71%

    of consumers prefer buying from companies aligned with their values (5W 2929 Culture report

  • 2/3

    consumers feel brands need to take a larger role in society (Kantar)

  • 2/3

    of consumers expect brands to be braver taking a stance on social issues (Kantar)

TAKE ACTION

The face of America is changing, and rapidly. The US Census Bureau estimates that by 2027, among 21-29-year-olds, White Americans will be the minority. Multi-ethnic & polycultural spending represents roughly $6 trillion dollars of buying power and as we have seen from various product boycotts, consumers will use the power of their purse.

WHAT DOES THIS MEAN FOR SHOPPER MARKETING?

BRANDS MUST EVOLVE THEIR SHOPPER MARKETING TO REMAIN CULTURALLY RELEVANT.

IT'S TIME TO GO FROM: VALUE > VALUE & VALUES > SELLING STUFF > SALES MAKING A DIFFERENCE IN SOCIETY

TYPICAL DRIVE PERIODS: typical drive periods and connecting what's happening culturally to moments of commerce

Traditional KPIs: Traditional KPIs and Culturally driven KPIs (E.g. Are we making a quantifiable difference? Are shoppers proud of your bands and retail partners?)

THREE PILLARS

So how can brands navigate the new consumer landscape? By employing three simple pillars to their marketing efforts.

  • LISTEN

    What are consumers asking your brand to do better? What is happening in the markets at a macro level? What is your market research telling you?

  • LEARN

    What gaps have you identified from your consumer feedback? What aspects of your business do you need to rethink? How can you leverage data to delve deeper for additional insights?

  • DO

    How will you implement change? Listening and learning are the first steps, but consumers expect to see your brand produce quantifiable change. How can you strengthen your communities and make a difference locally?

Brands need to be prepared to respond to cultural changes and social movements with a clear stance. Is your brand ready to lean into the Do Moments?