{"id":8336,"date":"2025-04-29T01:23:40","date_gmt":"2025-04-29T05:23:40","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/29\/swimming-downstream-why-disruption-isnt-for-everyone\/"},"modified":"2025-04-28T14:19:58","modified_gmt":"2025-04-28T18:19:58","slug":"swimming-downstream-why-disruption-isnt-for-everyone","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/swimming-downstream-why-disruption-isnt-for-everyone\/8336\/","title":{"rendered":"Swimming Downstream: Why Disruption Isn\u2019t for Everyone"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Matt Buckle, Partner\/ Managing Director, Transmission<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Disruption is a tempting strategy for brands. It\u2019s bold, attention-grabbing, and, if done right, often leads to market dominance. <a href=\"https:\/\/www.virgin.com\/branson-family\/richard-branson\">Richard Branson<\/a> built an empire by challenging the status quo, whether in aviation, music, or space travel. Tesla didn\u2019t just sell electric cars, it redefined what consumers expected from the automotive industry. The appeal of being the maverick, the game-changer, or the cool new challenger brand is undeniable.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But what if disruption isn\u2019t always the best move?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some industries thrive on consistency and reliability. Not every consumer wants their experience upended, and not every sector benefits from radical transformation. Brands must ask themselves: are we solving a problem, or just disrupting for the sake of it? The difference between strategic evolution and reckless disruption can mean the difference between long-term success and a costly failure.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Disruption for disruption&rsquo;s sake doesn&rsquo;t work<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Some industries are ripe for change.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Outdated processes, customer frustrations, and technological advancements create opportunities for new players to step in and shake things up. But others rely on trust and stability, meaning radical change isn\u2019t always welcome.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take the property sector. Buying a home is one of the biggest financial commitments a person will make. While modernisation is useful, such as virtual viewings or AI-powered mortgage applications, buyers don\u2019t want an unfamiliar, experimental experience. Developers like <a href=\"https:\/\/www.barratthomes.co.uk\/search-results\/?qloc=Wellingborough&#038;SOL=PPC&#038;gclid=cb6c9798b9521a28680ef07d9f1a67c7&#038;gclsrc=3p.ds&#038;msclkid=cb6c9798b9521a28680ef07d9f1a67c7\">Barrat Homes<\/a> understand this. They don\u2019t need to \u201cdisrupt\u201d homebuilding, they need to reassure buyers that what they\u2019re purchasing is reliable, high quality, and built to last.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The best disruptors don\u2019t create confusion, they create clarity and new opportunities within existing consumer behaviour.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Understanding when (and how) to nudge consumers<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For brands, the goal shouldn\u2019t be to force changes in consumer behaviour, but to nudge people toward better alternatives. The brands that do this well don\u2019t demand change, they present it as an exciting, viable, and logical next step.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Tesla is the ultimate example. It didn\u2019t set out to convince people that they should just drive electric cars, it made them want to. By positioning Tesla vehicles as aspirational, high-performance machines rather than just \u201ceco-friendly options,\u201d the company flipped the script on what electric cars represented. Tesla\u2019s disruption worked because it tapped into existing consumer desires, like status, speed, and cutting-edge technology, rather than forcing an unwanted change.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is where brands often get it wrong.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They assume that if they shout loudly enough about their big, disruptive idea, consumers will simply fall in line. But customers aren\u2019t waiting to be told what to do. A lifelong Mercedes driver won\u2019t suddenly switch to a Kia just because an ad tells them it\u2019s the future. However, if that driver is already concerned about sustainability, a well-placed message about Kia\u2019s EV range, highlighting performance, affordability, and environmental impact, can gently guide them toward reconsidering their choices.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">People won\u2019t move unless they see a reason that fits their existing needs and beliefs.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Right place, right time, right message<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Understanding when and where to engage consumers is just as critical as the message itself. People aren\u2019t always in the right mindset to make a purchase or embrace a new idea, so timing is everything.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Look at <a href=\"https:\/\/octopus.energy\/fix\/?utm_medium=search&#038;utm_source=bing&#038;utm_campaign=branded&#038;utm_term=Octopus%20Energy&#038;utm_source=bing&#038;utm_medium=ppc&#038;utm_campaign=Search+-+Octopus+Energy+Brand&#038;hsa_cam=1503078898&#038;hsa_grp=1305121449711913&#038;hsa_mt=e&#038;hsa_src=o&#038;hsa_ad=&#038;hsa_acc=6800166228&#038;hsa_net=adwords&#038;hsa_kw=Octopus%20Energy&#038;hsa_tgt=kwd-81570354016126:loc-188&#038;hsa_ver=3&#038;msclkid=5fca01f2d0cd10d9fdc96622d5ed2f3b&#038;utm_content=Octopus%20Energy%20-%20Brand%20Terms\">Octopus Energy<\/a>, which has built its brand around sustainability while ensuring customers feel in control of their decisions. Many people care about the planet but don\u2019t actively seek out information on green energy tariffs. If Octopus tried to disrupt by bombarding people with ads while they were shopping or commuting, it wouldn\u2019t work because they aren\u2019t in the right headspace. Instead, the brand carefully places messaging where customers are most open to considering change, such as during financial planning or discussions about household bills (usually around billing dates).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The mistake many brands make is trying to force urgency where there is none. People don\u2019t want to feel bullied into a choice.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The best advertising doesn\u2019t push, it guides. It allows the consumer to feel like they\u2019re making the decision themselves, rather than being pressured into it. This is the difference between a brand that influences and a brand that alienates.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Evolution over disruption<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The brands that thrive aren\u2019t always the loudest or the most aggressive in their innovation claims. They are the ones that deeply understand their audience, identify where real change is needed, and introduce solutions that feel natural rather than forced.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For many brands, the real challenge is balancing the desire to disrupt with the need to be relevant. Disruption for its own sake rarely leads to long-term success. Instead, brands should focus on making meaningful improvements, understanding consumer readiness, and choosing the right moments to introduce change.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, before chasing the next hype-driven industry shake-up, brands need to ask themselves: Is disruption truly what our audience needs, or are we simply making noise? Because in many cases, the best way to stand out isn\u2019t to disrupt, but to evolve.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For many brands, the real challenge is balancing the desire to disrupt with the need to be relevant. Disruption for its own sake rarely leads to long-term success.<\/p>\n","protected":false},"author":7,"featured_media":8337,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Swimming Downstream: Why Disruption Isn\u2019t for Everyone | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/swimming-downstream-why-disruption-isnt-for-everyone\/8336\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Swimming Downstream: Why Disruption Isn\u2019t for Everyone\" \/>\n<meta property=\"og:description\" content=\"For many brands, the real challenge is balancing the desire to disrupt with the need to be relevant. 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