Post by account_disabled on Dec 27, 2023 9:48:14 GMT 1
To walk the path of growth (so elusive in these times), brands must take the trouble to observe and unravel the great cultural changes that are occurring throughout the globe. From the belly of such changes emerge, after all, unique opportunities that brands cannot afford to ignore if they want to remain leveraged in the soul and pocket of the consumer. According to Backlash , the cultural intelligence unit of agency TBWA\Worldwide, these are the most relevant cultural changes that marketers should keep on their radar (for their own good) in the coming months : 1. (Eternal) debates around health On TikTok, medical professionals do not hesitate to come to the fore to promote vaccination against the coronavirus. And "Veganuary", an initiative launched every year in the United Kingdom to promote veganism , registered absolutely record numbers in 2021.
It is, therefore, more than evident that health is more than ever in the spotlight and that the decision about whether to get vaccinated or not, whether or not to become a vegetarian Phone Number List or whether or not to wear a mask has ceased to be merely personal and private and has become hidden. to a loud public debate. Health is currently the epicenter of heated disputes in which individual freedom and social responsibility are thrown into the ring with the aim of putting a black eye on individual freedom. As the debate heats up more and more, brands from all sectors of activity (from entertainment to pharmacy) will also have to jump onto the battlefield and position themselves. 2. Resurrection of the roots The pandemic exposed the multiple evils underlying globalization and left the door wide open to localism , which has risen like a phoenix from its ashes in its most modern aspect.
Being a citizen of the world may once have been the epitome of cool, but now we are turning inward and getting back in touch with our local roots, those that make us appreciate the traditions of times past. Consumer preferences are changing rapidly and localism is just the tip of the iceberg. 3. More ethical platforms It seems that we are destined to say goodbye to the Wild West in the arena of technological platforms. In the fierce battle against disinformation, bubble filters and data compilation, the large technology platforms are inevitably in the spotlight and are adapting their products to more accurately identify "fake news" , free themselves from the yoke of echo chambers and combat technology addiction The war between "bad technology" and "good technology" is underway and brands will have to take sides sooner rather than later in this bloody battle.
It is, therefore, more than evident that health is more than ever in the spotlight and that the decision about whether to get vaccinated or not, whether or not to become a vegetarian Phone Number List or whether or not to wear a mask has ceased to be merely personal and private and has become hidden. to a loud public debate. Health is currently the epicenter of heated disputes in which individual freedom and social responsibility are thrown into the ring with the aim of putting a black eye on individual freedom. As the debate heats up more and more, brands from all sectors of activity (from entertainment to pharmacy) will also have to jump onto the battlefield and position themselves. 2. Resurrection of the roots The pandemic exposed the multiple evils underlying globalization and left the door wide open to localism , which has risen like a phoenix from its ashes in its most modern aspect.
Being a citizen of the world may once have been the epitome of cool, but now we are turning inward and getting back in touch with our local roots, those that make us appreciate the traditions of times past. Consumer preferences are changing rapidly and localism is just the tip of the iceberg. 3. More ethical platforms It seems that we are destined to say goodbye to the Wild West in the arena of technological platforms. In the fierce battle against disinformation, bubble filters and data compilation, the large technology platforms are inevitably in the spotlight and are adapting their products to more accurately identify "fake news" , free themselves from the yoke of echo chambers and combat technology addiction The war between "bad technology" and "good technology" is underway and brands will have to take sides sooner rather than later in this bloody battle.
