A collection of articles about social movements by Avaans PR, a modern PR communications agency fueling PR progress with emotional intelligence & data.

Tag Archive for: movements

[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!

Creating Social Impact with Movements that Matter

Whether you’re 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. Social impact is here to stay. 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.

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

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 for True Social Impact

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 endgame 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 communicating 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 a 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 all public relations messaging and especially with social impact movements. Just about the time you’re 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 backward 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 the tipping point, then 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, let them stand for you. Conversely, at this point, you’ll need to be more and more clear on your message. I’ve seen movements become something completely different than the original intent because of unclear messaging at this point. Social impact 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.

Epically true, right?  I love this line: “The first follower is actually an underrated form of leadership.” What’s you’re biggest take away?

Tag Archive for: movements

PR WITH PURPOSE


Companies face an interesting challenge. Clients and customers are demanding that companies engage in social impact. Yet, in today’s cancel culture world, navigating purpose-driven initiatives or social impact programs takes a deft and emotionally intelligent touch.

That’s where we come in: we build brand value and communities from the inside out.

We’re a modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. We’re a team of big thinkers with an eye for detail. We dive straight into your purpose to find the connective tissue your clients or customers respond to. We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service brands in our dynamic times.

PURPOSE DRIVEN PR WITH SOCIAL IMPACT AND HEART

A SELECTION OF OUR PURPOSE DRIVEN PR CAMPAIGNS AND SOCIAL IMPACT RESULTS

OUR SOCIAL IMPACT, B-CORP AND PURPOSE-DRIVEN PR INSIGHTS

Purpose Driven Strategies

[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!

PR WITH PURPOSE


Companies face an interesting challenge. Clients and customers are demanding that companies engage in social impact. Yet, in today’s cancel culture world, navigating purpose-driven initiatives or social impact programs takes a deft and emotionally intelligent touch.

That’s where we come in: we build brand value and communities from the inside out.

We’re a modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. We’re a team of big thinkers with an eye for detail. We dive straight into your purpose to find the connective tissue your clients or customers respond to. We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service brands in our dynamic times.

PURPOSE DRIVEN PR WITH SOCIAL IMPACT AND HEART

A SELECTION OF OUR PURPOSE DRIVEN PR CAMPAIGNS AND SOCIAL IMPACT RESULTS

OUR SOCIAL IMPACT, B-CORP AND PURPOSE-DRIVEN PR INSIGHTS

purpose driven initiatives for hyper growth companies and emerging industries

PR WITH PURPOSE


A modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. From startup to IPO, we build brand value. We’re a team of big thinkers with an eye for detail. We dive straight into your purpose to find the connective tissue your clients or customers respond to. We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service the needs of growing businesses.

SERVICES

PUBLIC RELATIONS

CONTENT STRATEGY

REPUTATION MANAGEMENT

BRANDED JOURNALISM

CONTENT DEVELOPMENT

MEDIA RELATIONS

WORD OF MOUTH ACTIVATIONS

PAID STRATEGY + EXECUTION

CRISIS & REPUTATION RISK

CAUSE PARTNERSHIPS

CONTENT AMPLIFICATION

SCIENCE & TECHNOLOGY COMMUNICATIONS

CONSUMER & MARKETPLACE RESEARCH

COMMUNITY MANAGEMENT

EXECUTIVE POSITIONING

EVENT MARKETING

SOCIAL MEDIA VIDEO & PHOTOGRAPHY

PRODUCT LAUNCHES

STRATEGIC PARTNERSHIPS

PR AREAS OF PRACTICE

NONPROFITS

PROFESSIONAL SERVICES

BUSINESS TECHNOLOGY

GOVERNMENT

Building The Future Hand in Hand with Parents with Social Impact PR

THE CHALLENGE

Leading social impact PR campaigns with heart. Our client is a grant-receiving social impact nonprofit organization whose mission is to prepare pre-K children to become successful students. Of the audience served, many parents are economically disadvantaged and rely more heavily on their native language than English. There is another audience: the state legislature who is considering early education programs in its budget. Our legislative content must strike a delicate balance of advocating without alienating decision-makers.

THE SOLUTION WITH REAL SOCIAL IMPACT

Our campaign strategy is to utilize social media as the primary communication method with parents and caregivers. We choose this method since many economically disadvantaged families access the internet only through their mobile phones and rely on social media to communicate with one another and geo-diverse family members. Our content needed to speak directly to parents, and be creatively sourced since the organization had no in-house photos or videos with social media permissions. We also felt content needed a peer-to-peer tone versus a “paternalistic” or “educator” tone. We purposely kept the content accessible through simple language and basic design; we felt overly polished content would feel inauthentic and too promotional to the primary audience of parents and caregivers.

CONTENT STRATEGY


Our content included fun activities for families to do together, alongside educational messages sourced from Vroom, an early education app which provides age-based activities for parents & caregivers with the science-based insights on how these activities impact early education. We ensured visuals included diverse examples of families relatable to the target audience and ensured posts could be translated on social platforms by incorporating it into the post. We also developed a series of social-specific videos for use in advertising and organic posts.

COMMUNITY MANAGEMENT


We know real social impact happens when communities form. We monitored social platforms for questions and comments while also encouraging parents and caregivers to share with one another.

COLLABORATION


We engaged other area-based non-profits who shared our target audience to provide more complete resources to our community while also engaging their audiences as well.

CONTENT DEVELOPMENT


We sourced information and developed all social content including copywriting, video, and, social graphics, for parents and caregivers with an eye towards engaging the audience with easy-to-understand, supportive messaging.

SOCIAL ADS


Even nonprofits have to pay to play on social media. Since our community was new and there was an urgency behind the message, we utilized social media advertising on Facebook and Instagram to ensure the messages reached the correct target audiences consistently.

STRATEGIC ADVISEMENT


We provided data-driven strategies and recommendations about utilizing the content, how the audience received the information, what they most responded to, and ways to incorporate it across platforms.

401K+


Content brand impressions by target audience during 6-month geo-targeted campaign.

52% 


Engagement rate on owned content including videos and social visuals.

1


Because community support was so clear to elected officials, the state legislature passed a bill funding early education programs serving 3-4 year-olds, particularly those who are economically challenged.

Creating Social Impact with Movements that Matter

Whether you’re 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. Social impact is here to stay. 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.

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

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 for True Social Impact

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 endgame 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 communicating 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 a 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 all public relations messaging and especially with social impact movements. Just about the time you’re 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 backward 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 the tipping point, then 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, let them stand for you. Conversely, at this point, you’ll need to be more and more clear on your message. I’ve seen movements become something completely different than the original intent because of unclear messaging at this point. Social impact 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.

Epically true, right?  I love this line: “The first follower is actually an underrated form of leadership.” What’s you’re biggest take away?