Purpose for brands is a long-term endeavour; it takes commitment and is tied to wider societal change. People want experiences, positive and meaningful, to enrich their lives. dentsu X’s entire philosophy is built around experience; meaningful connections for future sustainability. It’s by creating reliable and tangible experiences that we can grow great brands. The Ipsos MORI trends for 2021 highlight how we are the agency for now. How by reaching out to real audiences at right moments we can help our client prosper both next year and through the next decade.
- Brands need to think of the long-term values over short-term trends
Despite all the talk about divisions in society and the prevalence of fundamental shifts of work, technology and travel, people’s values remain incredibly consistent over the long term.
Taking the UK for example, a usually calm population has appeared to undergo considerable change lately. Scratch the surface, however, and we see that for the last 20 years attitudes towards tech, society, wellbeing and work have remained very consistent. Even the mass adoption of the internet has failed to erode some traditional values statements.
Lessons for media: Tell a consistent story and avoid chasing short term trends to grow your brands; people’s values are very consistent over time.
- COVID-19 might be increasing climate concern
Often, major crises mean that other issues become less visible. This is not true to the Climate Emergency, where concern is still rising sharply. Perhaps the pandemic has even caused people to slow down and admire the nature they have on their doorstep. The joy of nature has become so much more visible and cherished. This globally important trend only shows signs of growth.
Lessons for media: Consumers are looking for brands with a conscience, especially around sustainability, more than ever before. How can our clients embed sustainability in their marketing activity?
- Lockdown has transformed people into explorers.
The lack of adventure and travel this year has created a strong hunger for exploration. We know that many people have learnt new skills and hobbies, but the trend is bigger and holds hope for the entire travel ecosystem. Planning an adventure is growing as a global pastime.
Lessons for media: There is a real opportunity for brands to empower discovery and adventure, far beyond the travel ecosystem.
- Brands have the power to create new ways of living
The Ipsos Mori data shows that people are worried about the state of society and they want to find new ways to live. These concerns are universal and they offer brands a real opportunity to show consumers how to live better. COVID-19 may have increased the level of anxiety, but the issues which people are struggling with go far beyond health.
Lessons for media: How can your clients shape their business around the issues of greatest concern to consumers? How can they offer new ways of living, from Discerning Consumption to Health Aspirations?
All data from ‘Ipsos Global Trends Beyond the Pandemic’ Copyright Ipsos Mori 2020
