"We've all been thrown into the deep end of a change Swimming Pool" Andre (Dede) Laurentino, Chief Creative Officer Ogilvy UK.
By far, my favourite quote of all I've read over the last month on the potential marketing trends for 2021.
However, while his quote encapsulated precisely how most of us felt over the last year, Andre goes on to raise a very valid point.
There has been lots of talk of change over the last few years within marketing and society in general, but very little has actually happened. Whether that is through a reluctance to change, a fear of the unknown or an inability to affect real change, the main sentiment from the recent Shutterstock 2021 Creative Trends Meet-Up was that 2021 is the year where people will need to get on board or fall behind.
Meaningful change is coming, and marketing must reflect this.
Back-Up Culture With Action
The change we all faced in 2020, embracing technology to work from home, finding new and innovative ways to engage with each other at the end of a laptop camera fast-tracked two or three years of change into two months.
It made people realise just what is possible.
Monumental shifts to a flexible work-life balance. Environmental benefits resulting from the reduction in travel and a massive change in buyer behaviour in favour of online retail were all changes to people's lifestyle that were progressing but meandering along at a snail's pace.
Over the last few years, some brands have built a narrative around their own purpose and culture. While some may have only seen this as the latest iteration of their creative, the general consensus is that they will have to back this up with action in 2021 to maintain a relationship with their target market.
Consumers mindsets have embraced the rapid pace of change and are no longer willing to engage with brands that don't back up their promises with meaningful change.
"Creativity is going to be in what people are doing. Stop thinking like marketers and start thinking like humans in terms of creativity and interest." Leila Fataar, Founder, Platform 13.
A fantastic example of this has been BrewDog's all-out war on climate change. They have taken an unequivocal position on this and are committed to achieving their ambitious carbon-neutral target by 2030.
Many brands have claimed they are embracing change but what BrewDog have managed to show is meaningful action. From hiring a leading expert to advise them and buying over 2,000 acres of land near Loch Lomond to plant a forest, to publishing a, warts and all, 'BrewDog Punked-Up-Plan', that details every aspect of their business as it relates to climate.
The secret to their perceived success in this area is transparency. This is an uncomfortable position for many leaders. The fear of customer retribution and plummeting sales is too much of a risk. But the key to brand authenticity has always been transparency.
Bearing some home truths about your current practices but outlining the steps you are taking to rectify the situation is the clarity many customers are now seeking, backed up by a global study on the strength of purpose.
8,000 consumers, across eight countries, fed back specifically on the perceived strength of purpose. 94% of consumers said it was important the company they engage with has a strong purpose. Consumers were 4 times more likely to purchase from a brand that has a strong purpose and 4.1 times more likely to trust the brand.
So building a culture of action that is reflected in your brand is going to be critical, something that needs to come from leadership. 81% of customers thought the CEO, Founder or Owner of the business was responsible for driving a brands purpose and culture.
Inclusive Culture
Culture is, however, primarily about people. Building a brand that represents the full spectrum of its customer base means there needs to be a diversity of thought around the table and an inclusive culture that lets it flourish.
Diversity and inclusion must move forward in 2021; people are not willing to tolerate inaction anymore.
Following the start of the Black Lives Matter protests, LinkedIn reported a 100% increase in job ads for Chief Diversity Officers. While this perhaps highlights a legacy of inaction, it reinforces the idea that 2020 has inspired action, not just the notion of change.
Brands have always been in a hugely influential position amongst their community, managing opinion and becoming a force for the change needed. But now, they need to start delivering on the promises and not serving up platitudes.
Creative and marketing teams need to ensure they have real diversity across their team. But just as important, they need an inclusive leadership style that inspires the creativity that will resonate with their audience.
Privacy is Critical
The last change we all face as marketers is the changing nature of privacy and the impact Google and Apple will have on marketing approaches. Their removal of third-party cookies will disrupt the marketing efforts of many and conceivably reduce the effect of several channels.
Privacy of data has been a contentious issue for many years, and while GDPR had a huge impact, this has the potential to be even greater. Consumers have grown increasingly protective of their data and knowledgeable about their rights. So, brands that don't take this seriously will find themselves shedding customers at an alarming rate.
Change is Coming
Whether you like it or not, the change coming for brands in 2021 results from the monumental events that dominated 2020.
There is a real opportunity for brands to truly build strong relationships with their community, but they have to mean it, and they have to deliver on their promises.