Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.
Initiatives such as AdGreen’s carbon calculator are enabling the industry to work towards more sustainable practices and to help reach the goal of being zero net by 2030. But there won’t be change unless the entire industry leans in together.
What do businesses need to consider when it comes to formulating and executing purpose-driven initiatives, and how can they ensure they remain authentic? Here are a few key qualities and approaches shared by the organizations that are successfully doing so.
The concept of inclusivity has evolved significantly over the past decade. Inclusivity isn’t just about race, gender, or orientation, or a reaction to discrimination; it’s about different worldviews and backgrounds coming together to tell relevant, authentic stories.
The data is quite clear that people want brands to align with their values more than ever before, and even companies that have failed to promote sustainability have bounced back when they have made it their main goal.
Being human and authentic in brand messaging – whether sharing a promotion, apologising for shipping delays, or delivering a tear-worthy Christmas advert – is paramount as ever.
For any brand looking to grow with Hispanics, the time is now, and soccer, often called “The Beautiful Game,” is a fantastic way to connect with this audience.
A recent Nextdoor survey found that 73% say neighbors are their most important community. This enthusiasm for the neighborhood extends to nearly every aspect of their lives, from how they’re socializing to which businesses they’re supporting.
According to Scott Bower, Co-Founder of brand consultancy Current Forward, brands in the men’s wellness space need to do extensive research with consumers to truly understand their mindsets, motivations and emotions.
Patients are now digital-savvy consumers, forcing the medical sector to shift from B2B to B2C – bringing plenty of opportunities for growth in the process.
The way you choose to visualize your employees at work matters—and can have a real impact on the way they see themselves and others, as well as how supported they feel at work.
As ‘mobile advertising’ and ‘mobile games advertising’ increasingly become a distinction without a difference, it’s clear that this opportunity is comparable to the early days of social media as a media channel.
What is the key to increase relevance, driving brand love and, ultimately, revenue? Well, the answer isn’t far off from how one got to be class president or homecoming king/queen in high school.
When it comes to marketing across multicultural audiences such as Black, LatinX, and Asian American Pacific Islanders, it’s imperative to target segments authentically, and that’s what is playing out across the industry today.
With increasing power and cultural cache, today’s biggest influencers are creative powerhouses at the frontlines of a rapidly evolving influence marketing industry.
Deborah Stafford-Watson, Head of Provocation & Strategy UK at Elmwood, explores the profound shift in messaging at the core of women’s health care products.