how millennials, technology and acts of bravery are helping advertising become a win-win for...
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HELLO.
CAN ADVERTISING BE A WIN-WIN FOR BUSINESS AND CONSUMERS?
YES.
A REVOLUTION IS UNDERWAY.
CONVERGENCE:NEW CONSUMERS
NEW TECHNOLOGYACTS OF BRAVERY
CONSUMERS
MILLENNIALSBiggest generation in human history 80 million in U.S. 1.8 billion in the world 1st global generation $1.4 trillion spending power in the U.S. by 2020
http://upstart.bizjournals.com/resources/advice/2014/05/20/how-‐do-‐you-‐sell-‐to-‐ad-‐hating-‐dollar-‐watching.html?page=all Image: Bill Dickinson
“THE HOLY GRAIL OF POTENTIAL CUSTOMERS.”
WANT TO CREATE AN AUTHENTIC, EQUITABLE WORLD.
STEWARDSHIP AND SUSTAINABILITY.
DEMAND A “PARTICIPATION ECONOMY.”CONSULT. CONTRIBUTE. CO-CREATE.
WORLD = CO-OP.
Image: Ed Yourdon
SHARING & COLLABORATIVE ECONOMY Socio-economic system built around sharing of human and physical resources.
Swapping. Exchanging. Collective Purchasing. Shared Ownership. Co-Creation.
84% OF CONSUMERS “DON’T LIKE OR TRUST ALL FORMS OF ADVERTISING.”
BECAUSE IT LOOKS LIKE THIS:
85% “correlate their purchasing decisions and their willingness to recommend a brand to the
social good efforts a company is making.”
http://www.entrepreneur.com/article/237243
TECHNOLOGY INTERNET
Biggest repository of human knowledge. )
SOCIAL MEDIA Citizens worldwide have unprecedented access to information about corporate behavior via social media.
MOBILE Mobile devices are the first thing 80% of Millennials reach for in the morning.
GLOBAL STUDY RESULTS:“More than any other platform,
mobile phones have initiated a global youth digital culture.”
“Twitter has become the new CNN.”
http://www.hufEingtonpost.com/susan-‐moeller/new-‐study-‐mobile-‐phones-‐p_b_1927945.html Image: Gary Lerude
By 2100, we will have 100 times as many computing devices as there are grains of
sand on all the world’s beaches.”
http://www.thegenzeffect.com
The world’s first global community (majority population) has: •money to spend • ability to monitor business practices • expectation of social good • instant access to worldwide network of peers • constantly growing body of information, accessible on mobile devices
IN OTHER WORDS….
WE’RE LIVING IN A NEW WORLD.
THE AGE OF SOCIALLY RESPONSIBLE BUSINESS
“Never has there been a more exciting time for all of us to explore this next great frontier … where doing good, really is good for business.”
~Sir Richard Branson
90% OF GLOBAL CITIZENS SAY THEY WOULD BOYCOTT IF THEY LEARNED OF
IRRESPONSIBLE BEHAVIOR.”
http://www.conecomm.com/2013-‐global-‐csr-‐study-‐release
“EMBRACE TRANSPARENCY AND OPENNESS LIKE NEVER BEFORE, AND CONSUMERS WILL REWARD YOU FOR IT.”
“CONVERSELY, THEY MAY WELL VOTE WITH THEIR WALLETS IF YOU DON’T.”
http://www.cohnwolfe.com/en/news/give-‐us-‐truth-‐us-‐uk-‐and-‐china-‐consumers-‐demand-‐honest-‐and-‐ethics-‐global-‐brands
DOES SOCIALLY RESPONSIBLE BUSINESS LEAD TO SOCIALLY
RESPONSIBLE ….ADVERTISING?????
CASE STUDY: BEAUTY REDEFINED
CHALLENGEALTERED IMAGES OF WOMEN IN THE MEDIA
LEAD TO UNHEALTHY BODY IMAGE
SOLUTIONCONSUMERS DEMAND IMAGES OF REAL PEOPLE IN ADS. NO PHOTOSHOP!
HERE’S HOW CONSUMERS FORCED A $1.5 TRILLION DOLLAR INDUSTRY (AND ITS ADVERTISING) TO DRAMATICALLY
CHANGE IN ONE DECADE.
DOVE “CAMPAIGN FOR REAL BEAUTY”2004
SALES INCREASED BY 600% IN FIRST TWO MONTHS
http://www.fool.com/investing/general/2014/02/11/brands-‐like-‐aerie-‐still-‐testing-‐the-‐waters-‐with-‐un.aspx
UPDATED IN 2006
DARLING MAGAZINE 2009
(started by Millennials)
VERILY MAGAZINE 2011
(started by Millennials)
First No Photoshop Magazine
SEVENTEEN MAGAZINE 2012
Online petition against magazine airbrushing created by 8th grader
• 80,000 signatures from around the world
• Seventeen Magazine agrees to use “only images of real girls and models who are healthy.”
TRUTH IN ADVERTISING ACT2014
Bill introduced to Congress making it illegal to alter body images in ads. Reintroduced to Congress in 2015.
AERIE: “THE REAL YOU IS SEXY” 2014
#AERIREAL 42,000+ TWEETS
9,000+ INSTAGRAM PHOTOS
MODCLOTH2014
First retailer to sign Anti-Photoshop pledge
(started by Millennials)
SOCIALLY RESPONSIBLE BUSINESS BECOMES BUSINESS THAT SERVES A SOCIAL PURPOSE
NEXT FRONTIER:
1 FOR 1 BUSINESS MODEL THAT HELPS ADDRESS NEED
TOMS SHOES
SOAP BOX SOAPS
B-CORPORATIONS FOR-PROFIT COMPANIES THAT
PLEDGE TO ACHIEVE SOCIAL GOALS AS WELL AS BUSINESS ONES.
Certified. Cannot abandon social mission. Shareholders can sue. More than 1,000 in the U.S.
OCT. 6, 2014 SIX MONTHS AGO…
29 RIVAL GLOBAL CORPORATIONS (including global advertising conglomerate Omnicom)
LAUNCH DIGITAL PLATFORM FOR MILLENNIALS TO TAKE ACTION
AGAINST CLIMATE CHANGE.
http://linkis.com/gu.com/p/427t4/WAZ80 Image: Nicola Jones
“COLLECTIVELY WILL CONNECT MILLENNIALS TO THE INNOVATIONS THAT
ARE SHAPING THE FUTURE, MAKING IT EASY FOR THEM TO ACT, BUY, INVEST AND PROMOTE THE IDEAS THAT THEY BELIEVE
IN. TO BE PART OF THE SOLUTION.”
“AS INDIVIDUALS WE ARE POWERLESS, BUT COLLECTIVELY WE ARE POWERFUL. PEOPLE
ARE MOVING AWAY FROM THINKING ABOUT MY WORLD, MY FAMILY AND MY
NEXT DOOR NEIGHBOR TO OUR WORLD.”
NO CORPORATE BRANDING WILL APPEAR ON THE PLATFORM.
FACEBOOK, TWITTER, GOOGLE ARE ALSO PARTNERS.
SEE WHAT HAPPENED?
IN ONE DECADE, CONSUMERS, CORPORATIONS AND ADVERTISERS WENT FROM DISCUSSING ALTERED PHOTOS TO SAVING THE PLANET !
WHAT’S NEXT?
GENERATION Z“The Generators.” Un-vertising UGC 5 most influential celebrities among viewers
ages 13-18 are all YouTube ‘stars’
Image: Bill Dickinson
GENERATION Z ADVERTISEMENTS WILL LOOK LIKE
UBERHAXORNOVA“Almost 2 billion views.”
1. Global citizens challenge businesses to solve social crises 2. Demographic shift to a post-generational world 3. Emergence of first Global Citizens. (‘Cultural Diplomats’) 4. Next generation of Social Institutions
TRENDS TO WATCH
CAN ADVERTISING BE A WIN-WIN FOR BUSINESS AND CONSUMERS?
YES, BUT
IT REQUIRES BRAVERY.
CONSUMER BRAVERY =RAISING VOICES AND DEMANDING CHANGE
ADVERTISING BRAVERY =ABANDONING OUT-DATED (BUT SUCCESSFUL) TACTICS
IN FAVOR OF CONSUMER INVOLVEMENT, NEW MESSAGING, NEW MEDIA
1. When you hear the word 'advertising', what's your first reaction? Positive? Negative? Why?
2. Has there ever been an advertisement that inspired you? 3. Has there ever been an advertisement that you felt was dishonest? That you
felt tried to manipulate you? 4. If so, did you take any action in response? 5. Do you agree that your generation has different expectations for
advertisements? 6. Are there any businesses that you find inspiring? If so, what about them do
you find inspiring? 7. Do you agree that business can / should solve social challenges? 8. What role do you feel that government can / should play in solving these challenges?
QUESTIONS
Samantha Massaglia Samantha.Massaglia@gmail.com
THANK YOU!
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