If there’s one thing this past year has taught us, it’s that priorities are fluid. Consumer attitudes have shifted substantially as intangible outcomes such as social justice and equality have become more important. Consumers want brands to move with them when their values change. One method for firms to do this is to invest in their audience’s values and place a greater emphasis on mindful advertising.
Advertisers are constantly bombarded with consumer values. Consumers now have more authority than ever before to communicate comments with advertisements because of the internet. Consumers want content that is both interesting and useful to them. There are essential components of every mindful advertising plan that advertisers should keep in mind to help accomplish this.
Consumers Are Changing
Consumers were ready for change last summer, as evidenced by the fact that they voted with their feet. The world was flipped upside down by a global pandemic, societal upheaval, misinformation, and progressively louder calls for equality. Consumer priorities have shifted dramatically.
According to a 2020 survey, 81% of global consumers (aged 18 to 73) are value-driven consumers looking for good value or purpose-driven consumers looking for products and services that correspond with their values.
They’d be willing to pay a higher price or switch to a brand that does. Since then, this sentiment has only grown stronger. In a study, nearly 60% of consumers said “it is no longer acceptable for corporations to be silent on social justice issues,” and roughly half said that they presume companies who are mute on social justice issues don’t care.
Consumers are astute, informed, and opinionated. When they watch an advertisement, they have values, ideas, beliefs, and opinions that they want to see reflected back. It is not enough for brands to keep their mouths shut. Advertisers must invest in their customers’ beliefs and make a conscious decision to develop content that matters to them to have effective campaigns moving forward.
Where to Begin
It’s not difficult to understand what today’s consumers want – for those willing to listen, the changing sentiment is loud and plain. Brands must listen and speak up for what is right, even if it means upsetting the status quo.
In 2018, Nike produced an advertisement depicting NFL quarterback Colin Kaepernick, who was one of the most divisive individuals in the country. Kaepernick began kneeling during the pre-game national anthem two years ago to protest racial inequality in the United States.
Nike showed their complete support for Kaepernick’s campaign and the larger struggle against racial inequality in the United States by including him in the commercial. It was a divisive ad, a bold stand on a pressing social issue, and an investment in Nike’s customers’ beliefs. Nike’s sales jumped by 31% in the days after the commercial aired.
Typically, brands rely on advertising efforts to engage consumers and demonstrate their thoughts with these specific customer segments. Even so, advertising must evolve to meet the needs of a changing society. Brands must target audiences in the right way, in the appropriate context, and with the correct emotion, tone, and mood to remain relevant and engaging. According to a recent survey, 73% of customers think they are more likely to buy from firms whose advertising is relevant to the YouTube video they are watching.
Advertisers need to be more aware of their audience targeting, especially on sites like YouTube, where people go for diverse content that isn’t available on traditional television. For example, in the United Kingdom, according to a recent survey performed by market research platform Lucid, 76% of respondents seek out material on YouTube because it provides more language options.
Advertisers must be aware of not only languages but also diverse communities in today’s world. According to a survey conducted by CHEQ in the United States, industry-standard blocklists block 73% of LGBTQ+ friendly channels. While this study focused on LGBTQ+ channels, minority producers, in general, are disproportionately disadvantaged by the outmoded blocklists that are currently utilized to target audiences for advertising efforts. Advertisers should reconsider targeting technologies, mainly how blocklists work, to guarantee that brands and subcultures are aligned evenly and fairly.
Brands can also ensure that they are using conscious advertising correctly by continuing their education. The online landscape is rapidly evolving, and advertisers can no longer afford to rest on their laurels. Continuing education may assist firms to keep up with today’s trends, such as engaging with minority producers to provide inclusivity and diversity to ad campaign concepts.
Adopting a Mindful Approach
In the last year, consumer attitude has shifted dramatically. And, while we’re still amid the Covid weeds, these changes don’t appear to be slowing down anytime soon. When it comes to being outspoken on significant social problems, brands will be held even higher. To reach such requirements, organizations must listen to their customers and develop advertising strategies centered on their values.
Step one is to pay attention to your audience and ensure that your strategies reflect their ideals. Brands should continue to educate themselves on creating a pleasant online environment, and blocklists should be reconsidered as a starting point. In a conscious approach, authenticity is crucial, and now is the ideal time for businesses to align with consumer values.
