Rebel GM of customer and marketing Jennifer Gulliver discusses the seven key marketing trends she's keeping an eye on.
The rise and rise of conscious consumerism with governments not dealing with many of the issues that concern us today.
Millennials are now core business, and in the most important age range for economic activity with their embedded idealism and values driving many of their purchase decisions today.
We will see more brands respond to this trend. Not only with supply chains and packaging, but also taking a stance on more social issues.
Beyond sustainability, there will also be continued acts of social activism.
As many of us struggle to have a cultural impact though traditional means, brands will continue to enter this white space.
Of late, Nike is probably the stand-out with their work with Colin Kaepernic.
A focus on attention, with consumers now consuming 24.5 hours of content they’re exposed to thousands of messages every week.
For marketers, we need to think about how we stand out as the one that consumers notice and remember.
Placing the brand at the forefront – a long time coming with popular marketing theory urging brands to focus more on brand and less on price.
This has been accelerated throughout the pandemic, as brands look to connect emotionally with consumers.
A shift from economics to empathy.
Increasingly marketing is becoming not only about how to reach and communicate with your audience, but how to truly understand and connect with them.
The externalisation of internal corporate promises will be a focal point.
Brand responsibility, inclusivity and purpose must extend into all external brand touchpoints, as consumers are looking to hold companies accountable for what they’ve promised.
People also have a greater desire for humour and play after a tough year.
This year’s Super Bowl featured far more light-hearted spots than serious, cause-related ones.
People want to escape and forget their worries, rather than get stuck in the quagmire of reality.
They’re looking for optimism and simple fun.