Topic of the moment
Customers want to know more about the social, economic and environmental impact of brands. How do you encourage that from brands that you work with? How do you ensure that they’re also matching that agenda?
Social and environmental consciousness is no longer a sub-culture exemplified by tree hugging fundamentalists or activists on Greenham Common. It is an open topic of conversation, driven by a new generation of consumer. And is as likely to be discussed as the football scores at the weekend.
We encourage our clients to reframe their environmental or socially conscious values in new and exciting ways that offer a different perspective. Not only to make their brand relevant but also to provide it with a unique conversation. For instance, a brand is quite happy to spend millions sponsoring a football stadium because it is a meaningful conversation for its audience. If you apply the same logic, environmental and social causes become an interesting sponsorship proposition. Brands would have killed for the sort of exposure and engagement that ‘Boomy McBoomFace’ achieved when it was developed. It has in essence become a brand in its own right. The watch-out is to ensure that any perceived values are genuine to the ‘nth degree. Audiences will bite you on the arse if you don’t.