Purpose Driven

3 Massive Cultural Trends for Emerging Brands

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[4 minute read time] Today’s CMOs are constantly scanning the news and social networks for the latest trends and cultural shifts. For emerging brands, cultural trends and shifts couldn’t be more important. But even the savviest of CMOs needs to put these separate trends into a broader cultural context in order to put them to use. Enter TrendHunter, their annual Trend Report is a must-read for PR firms, CMO’s, Product Managers, and Innovators. Guess who else watches these massive cultural trends? The media.

As a PR firm that specializes in emerging brands and emerging industries, we’re extremely fortunate to be working with brands already leading the charge on many of the trends and cultural shifts that the latest TrendHunter report documents in its 200+ pages. A few cultural trends caught our eye and thought they were worth digging into on a deeper level for our community of CMOs and media.

3 Massive Cultural Trends for Emerging Brands

Magic Mushrooms

Over the last 6 years, we’ve noticed an increasing demand for mushroom-based functional foods. The wonders of the mushroom knows no bounds. Nowhere is this more true than in the expansion of psychedelic mushrooms. As researchers fast track the science behind therapeutic benefits of psychedelics, global businesses in Brazil, The British Virgin Islands, and the Netherlands, benefiting from legal loopholes are launching brands and experiences that include psilocybin (the compound that creates psychedelic mushrooms). In the US, like cannabis-based THC, psilocybin remains federally illegal, but the local movement to decriminalize the psychoactive ingredient in mushrooms has already begun in Denver, Oakland, and Santa Cruz (as of this writing). Emerging businesses and innovators see psilocybin following the same path of cannabis, but moving considerably faster towards legalization.

Audio Only

Most marketing executives could not ignore the break-through app of 2020: Clubhouse. Clubhouse may or may not have peaked already, and everyone’s listening to see what’s next. Interestingly, the pandemic surge on ClubHouse came just as marketers were wondering whether podcasts, famously popular with commuters and gym rats would remain relevant. But podcasts survived, and some would say even thrived. Apps like Calm, which uses sound to ease tension also surged during the pandemic. Music lovers know the secret to these apps: listening to sounds has a measurable effect on mood and dopamine regulation. Could it be true? Audio-only meetings are more memorable than video meetings? Twitter is betting on it with it’s pandemic feature: ‘Spaces.’ Emerging from the pandemic, sound will be part of every experiential memory and brands will be looking to research to determine how their sound logos impact people’s moods much the way the we investigate how color impacts mood for graphic logos. We’re launching the ability to LISTEN to our blog posts starting with this very post.

 

Inclusion

Brands Celebrate Inclusivity

Gillette Skinclusive Line

Inclusion is no longer a buzzword, it is now part of our day-to-day awareness.  This year, Gillette Venus’ Skinclusive line launch with a summer line, “My Skin, My Way” on video game Animal Crossing. But inclusive skin is in, and so it differently-abled bodies with this launch. In-game inclusivity is mirroring our greater awareness of how our differences can be beautiful. We’re seeing inclusion happening in apps like Chapters: Interactive Stories, where users can create an avatar that reflects their ethnicity as well. Expect to see this in-game inclusivity mirror: gender inclusion and political points of view as well.

Brand Purpose

Bonus round: brand purpose. From sustainability to social good, TrendHunters covered the trend we’ve been seeing for several years: brand purpose. The best brands in the world are already ahead of the game on this, but it’s also trickling down to emerging industries and smaller brands and that’s because tomorrow’s most influential buyers care very much about where their products come from and what the social, political, and environmental costs of the brand are.

 

All of these trends have massive PR, product, and marketing implications. More and more, our clients are bringing us in at the beginning stages of ideation, to ensure not only do campaigns hit newsworthy notes, they also keep them out of hot water, which is a moving target these days. But our team, hand-picked for emotional intelligence, are here to help you see emerging trends all around.

 

Thanks for joining us today!

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5 GenZ Insights CMOs Need to Know

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5 Must-Know GenZ Insights for CMOs and Marketers

[5 minute read]

GenZ vs. Millenials: What Marketers Need to Know

GenZ is coming and CMOs and marketers need insights now. After a decade of news about Millenials, here comes GenZ, they make up 25% percent of the population. GenZ is here and CMOs will need to take notice if they haven’t already. It might be easy for marketers or PR professionals to assume this generation is similar to Millenials, but that’s untrue. GenZ, the oldest of whom are turning 23 in 2021, is a generation with distinct preferences and personas. This is also the most diverse generation ever, almost half of GenZ is BIPOC (Black, Indigenous, People of Color). And marketing and branding experts should know: their projected spending power, according to a late 202o Harris Poll, is $143 billion.

While both generations are purpose-driven and feel misunderstood and unseen by brands, especially BIPOC, women, and LGBTQ+, GenZ believes cancel culture is thier weapon against feeling unseen.  Millenials grew up as digital natives, but GenZ grew up as social media natives. In contrast to the hopefulness of Millenials, GenZ is are more practical and politically polarized, and view social media with skepticism.

 

Our GenZ insights for CMOs and marketers take into account both the data presented our team’s decades-long PR and marketing experience.

GenZ:  Take Us Seriously

Grounded GenZ is taking control of their destiny, they are more likely than the general population to have already bought investments (65% vs. 45%). They feel adulthood has been delayed for them and that mental health is extremely important. They are also incredibly invested in social change and see their response to brands as a way to take back their power. GenZ also enjoys thrift shopping – perhaps because of economic uncertainty, sustainability, or simplicity – they aren’t as moved by flashy streetwear and fashion drops as their predecessors.

 

  • 58% of GenZ women prefer to work in a freelance job or have their own business for flexible hours over working a traditional 9-5 job with a reliable paycheck.
  • GenZ watched their parents “burn themselves out at work” and want to find more balance in their lives said 74% of GenZ women.
  • 70% of GenZ said they have or plan to put more money into savings
  • GenZ pioneered cancel culture (50% say they have personally called out a brand), yet,
  • 73% of GenZ women say “social change does not actually occur on social media-it occurs with action in the real world.”
  • 65% make purchases through a brand’s mobile app
  • 52% say they have prioritized shopping at a small or local business to support them after the COVID outbreak.
  • 3% of Gen Z have or are considering upgrading their car to make themselves feel more safe or comfortable during the pandemic
  •  GenZ is expecting a return to travel, with 32% saying they will increase spending on travel.

GenZ Work & Financial Preferences CMO Insights:
Having experienced recessions and pandemics to say nothing of student loans, GenZ has grown up with uncertainty.


For marketers, this means this generation’s patterns may be harder to track down and be ever-shifting, particularly because they want a more flexible lifestyle. This, of course, may change as GenZ ages, but for now, keep your eyes on the shifting sands of time, because GenZ is flexible, self-reliant, and eager to control their own destinies. 

GenZ Purpose Driven CMO Insights:
Purpose-driven communication to a cancel culture generation is a double-edged sword.

It will be incredibly important for marketers and brands, large and small to understand the GenZ audience because while GenZ knows real change happens in the real world, they revel in making brands feel uncomfortable. This generation also has zero tolerance for racism from brands and society at large.

GenZ Shopping Insights
Shopping to make a statement or to self soothe. 

Perhaps because of their polarized and turbulent upbringing, this generation is longing for simplicity, therefore they’re already nostalgic for childhood brands and why they embrace thrift shopping, despite being native digital shoppers. They’re craving balance, escape, and their own experiences. They see mental health as its own reward, and they’re actively seeking coping mechanisms. Marketers will need to balance escapism with fantasy for this generation because right now, they’re an extremely grounded bunch, even when they escape.

GenZ: Social Media Isn’t an Escape

It’s so easy for marketers to assume the best way to reach GenZ is through social media.  For previous generations, social media represented an escapist world, but not for GenZ.

 

  • 70% of GenZ women say “they are tired of the “Instagram aesthetic” that projects a certain lifestyle.”  BUT GenZ isn’t rejecting influencers entirely,
  • 67% said “influencers are more important for showing brands, than brands themselves.”
  • 70% of Gen Z women say it’s more important for people to “prioritize their mental health over their physical health.”
  • 56% of Gen Z women say, “I believe social media is built to be addicting and I’m working to curb my behavior”
  • At home, they find driving soothing, with 38% claiming serenity through driving (compared with 28% of the population).
  • They also derive a sense of comfort and escape from food, 70% say that “snacking helps me take my mind off the issues of the world (compared to 65% of the general population).
  • 48% of Gen Zs miss being able to listen to music or a podcast on their daily commute (33% total)
  • 60% of Gen Zs plan to spend more or maintain spend on connected fitness equipment in 2021
  • 63% of Gen Zs say they have been buying nostalgic snack brands from childhood during the pandemic (63% Zs, 53% total)

 

GenZ Social Media Marketing Takeaways:
As social media natives, they’ve grown hardened to the communication style of social media.

Social media isn’t so much of an escape for GenZ. GenZ seems to understand life is messy and that garner a sense of authenticity from “reality.” They seem to want brands, influencers, and advertising to represent life’s realities a little more closely. Expect GenZ to view social media the way GenX views email: as a tool. Social media will increasingly be something GenZ seeks to have control over.

This generation absolutely craves escape ,and serenity, they see travel and mental health, and fitness as vital to their well-being.

 

GenZ: Escape CMO Insights:
Realistic and approachable escapes for a practical generation

Expect this generation to seek out authentic and approachable experiences until their finances are more secure. They’ll seek out comfort foods, nostalgia, and friends for comfort. When they’re alone, they’ll listen to music and podcasts and stay connected, but it’s likely that there will be variation in their entertainment choices. This is in part because they view certain activities as relaxing (driving) and others as required (social media and fitness), watch those motivational purposes and pair messaging accordingly. Marketers will also need to be alert and flexible to the on-the-go lifestyle of this generation.

*All statistics referenced here came from The Harris GenZ 100 Poll Round-Up. 

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Why Brand Values Matter to Consumers, Now More Than Ever

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Why Brand Values Matter to Consumers, Now More Than Ever

The proof is in the numbers

It’s more and more competitive to capture consumer attention, that’s why brand values matter to consumers more than ever. It’s getting harder and harder for brands to create positive impressions in the minds of consumers. Negative impressions tend to linger longer in our minds, and unfortunately for brands who try to make a positive impact on the world, there are innumerable examples of companies doing the exact opposite. From wanton environmental degradation and exploiting workers to harvesting users’ personal data without permission and companies bending to the will of authoritarian regimes abroad, we’re awash in stories about bad corporate actors.

 

This is all the more frustrating for companies who are trying to set good examples of what socially and environmentally responsible entrepreneurship looks like. When you’re trying to do the right thing and your message is drowned out by a sea of reckless and irresponsible businesses, it can feel hopeless.

 

Don’t worry, consumers will take note of your brand values efforts

 

However, companies who are truly committed to building a better world can take solace in one powerful fact: Consumers are on their side. As more and more stories about corporations behaving badly surface, consumers are increasingly looking for alternatives. These more environmentally and socially conscious consumers want to know that their purchases are going toward a good cause, and they want to see companies take a stand on social, environmental, and political issues.

 

When you consider the current political and social environment, together with increasing evidence of climate change, this change in consumer preferences becomes even more obvious. People don’t want to contribute to the destruction of our planet, and they want to support companies who are working to disrupt or improve the current status quo. Why wouldn’t they choose to buy from purpose driven-brands?

 

The proof is in the numbers

 

There’s plenty of research to back up these claims. Take this 2018 study from Accenture. They surveyed nearly 30,000 consumers from around the world about their purchasing decisions and the brands they support. Accenture found that 63 percent of the consumers they surveyed preferred to support brands that reflect their values and beliefs.

 

There’s more: Accenture also found:

  • 65 percent of consumers prefer to support companies treat their employees well,
  • 62 percent of those surveyed preferred to buy from companies that try to reduce their use of plastics and want to improve the environment.
  • 62 percent of those surveyed also wanted the brands they support to take a stand on the social, cultural, environmental, and political issues that they care about.

 

Accenture is not alone in their findings. A 2018 study from the research agency Edelman found that 64 percent of consumers will either buy from or boycott a brand based solely on the brand’s stances on social or political issues, which highlights the challenge for brands. This is why a brand-friendly PR firm is so important, we can help you navigate the risks and opportunities that optimize purpose-driven communication. The survey included over 8,000 people in eight different markets worldwide, and the researchers also found that 53 percent of those surveyed believed that brands could do more to inspire social change than governments can. Regardless of whether brands really have that power, consumers increasingly believe that they do and are basing their-decision deciding accordingly.

 

These trends in buying habits are particularly pronounced among one key demographic: Teenagers. A 2018 report from MediaCom found several important statistics related to teenagers’ buying habits and the brands they support. The survey found that 54 percent of teens age 16-19 had deliberately bought or stopped buying from brands because of the brands’ ethics. The research also found that 63 percent of teens are more likely to buy from brands that support causes or charities they believe in. However, skepticism among teens concerning brands is still rampant, as 37 percent of those surveyed were doubtful of brands’ claims regarding the causes they support and 69 percent believe brands overstate their level of support for their chosen causes.

 

Taken together, these data points represent a massive swing in consumer decision-making habits. In the past, many companies stayed away from social or political causes out of fear or because they didn’t want to risk a backlash from consumers. But the data show that if brands take a stand on social issues and can demonstrate their authenticity, consumers will respond positively and adjust their buying habits.

 

We can already see how major organizations are taking this data and incorporating it into their marketing efforts. The shoe company Toms has donated one pair of shoes for every pair sold since its founding 13 years ago, making it an exemplar for other businesses to follow. Additionally, Toms has become a certified B-Corp, meaning they meet strict standards for accountability, transparency, and social and environmental impact. Finally, Toms has also pledged to spend at least one-third of its annual net profits on charitable causes, which is much more than most other corporations can say.

 

So, where does this leave your brand if you’re dedicated to making the world a better place? It’s simple really: You need to get that message out to consumers, and you need to do so in a way that’s genuine. That may be a challenge for some companies and some PR agencies, but not for Avaans PR. Helping purpose-driven brands get their message across is what we do, and we can create a campaign for you that plays to your unique strengths.

 

How Avaans PR Can Help with Brand Values

 

We’ve already helped a number of brands do exactly this. In one case, we worked with a nonprofit organization focused on helping pre-Kindergarten students from economically disadvantaged families become better students. We had to create compelling content aimed at two very different audiences: The families who needed help and state legislators considering funding more early education problems.

 

We kept the design of our content simple, using visuals wherever we could, and maintaining a supportive tone throughout. This encouraged families to share content with one another and avoided coming across as paternalistic or lecturing, which also helped to avoid alienating decision-makers at the state level. And the campaign worked: The state legislature funded the early education problems, and we generated over 401,000 impressions among our targeted audience during the length of our six-month campaign.

 

If your brand is seeking to expand its reach and you’re not sure where to begin, we want to help. You can set up a call with our team by visiting our contact page, or you can find us locally in New York, Los Angeles, San Diego, Denver, Honolulu, and Phoenix. We look forward to hearing from you.

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Creating A Movement That Matters

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Whether you’re a company with purpose, a nonprofit with a cause or a startup with an idea, at some point, I’m sure you’ve wondered whether your passion would ever catch spark with others. Creating a movement that matters is more important today than ever before.

It’s clear, what fuels movements is more art than science and not everyone has the advantage of chemically inspired insanity. The idea matters, but it’s really the tipping point, created with art AND science, that creates movements that matter.

I’ve learned a few things about movements over the years and I wanted to share with you some of the key insights I’ve found in creating movements.

Social Proof Is Important for Movements That Matter


Relatively quickly, it will be important to develop your followers. You’ll need to show you aren’t alone  in this idea. BUT, you’ll need those followers to be just as into your idea as you are. These “early adopters” have distinct profiles – figure them out and speak to them. This is the time vs. money stage. There are plenty of things you can do for free, but they take time. Decide which is your most valuable resource.

Social Media Matters – But So Does Real Life

Social media isn’t where ideas are born, it’s where ideas are spread. The idea and the collaboration of said idea almost always takes place offline. Don’t be afraid to use your offline connections, whether they’re on social media or not, to help fuel your movement.

And don’t discount traditional PR tactics as well, they play nice with social media and one will help the other. And the end game isn’t about HOW it happens, it’s THAT it happens. Give your movement every chance it has to survive.

Tweet: “Give your movement every chance it has to survive.” – @taracoomans

Passion or Quantity?

You’ll want influencers, but you’ll want to make very sure your target audience relates to them, even if they don’t totally resonate with you.  You aren’t marketing to you, you’re trying to get some collective steam. And your influencer’s community is balanced by the passion of that community.  There’s an inverse correlation of number of followers to passion. Think of it as a circle, the bigger the circle, the further from the center more and more people are. So ask yourself, does passion matter more than people? The answer may surprise you.

Tweet: “There’s an inverse correlation of number of followers to passion.” – @taracoomans

Movements That Matter Peak At The Right Time


It’s true with celebs, startups AND movements. Just about the time your tired of seeing the same messaging is about the time that anyone takes notice. Again, inverse effect, you say “no one’s responding,” just as they are starting to take notice. Breathe.

Tipping points have a timeline of their own, you can’t rush them. It WILL happen.

The bigger concern is peaking at the right time. Peaking at the right time could correlate to internal or external deadlines. What happens if your movement peaks too early? Will you be ready?  You can’t totally plan for peak time, but you should make sure you don’t peak too early. Think about what peaking at the exact right moment looks like and work backwards from there – what’s it going to take (planning, time, money, people)  to create enough energy for that exact moment? And remember, in a world where we’re constantly inundated with messages, rallying people usually takes longer than you think it should. They used to say that it takes 7 exposures to a message for someone to remember the message, in today’s message cluttered world, I’d put that at closer to twelve.

You’ll Know When The Tipping Point Happens

If you don’t know whether you’ve hit a tipping point, you haven’t yet. When tipping points happen, there is nothing you can do to stop them. You are no longer in control. This is a crucial moment. As Derek says, you want to treat your community as equals, empower them, and let them stand for you. Conversely, you’ll need to be clearer on your message. I’ve seen movements become completely different from the original intent because of unclear messaging. Movements that turn into disorganized mob scenes aren’t effective, even if they are riveting to watch. Mob scenes are good for word of mouth, but they aren’t very good for conversion.

Tweet: “Mob scenes are good for word of mouth, but they aren’t very good for conversion.”- @taracoomans

PS:

When you’re feeling alone and isolated about your movement, watch this this short TedTalk by Derek Sivers.

[ted id=814]

That is epically true, right?  I love this line: “The first follower is an underrated form of leadership.”

 

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