For the industry this time is without a doubt the “Age of Content’. Transparent,
authentic, real stories for brands to market themselves to consumers by pulling on
their heartstrings.
The pace of change is accelerating at a speed never before seen in humankind – in
the past 18 months or so, we’ve seen Google Glass being released – and now on
ice; 3D printers print everything including houses; wearables go mainstream;
serious talk about drones being used commercially; a host of self-drive cars being
released; new players in the Space race; the rise of social activism and a host of
new innovation, cultural norms and values.
Advertisers and marketers need to tap into these changes in culture and technology
and make sure they remain current and in touch with their consumer. Including the
content trend, these are some of the key trends for 2015 for brands to take note of:
Storytelling
For earned, paid and owned media – across the board – this is the trend in content:
telling authentic stories, being real, telling the truth. For brand stories and
advertising campaigns, corporate websites and annual reports… it is all about an
authentic narrative to reach and influence your consumers, stakeholders,
employees. This includes responsible sourcing of services, suppliers, ingredients,
complying with the rule of law, not bamboozling your consumers, not inventing fake
founders of your brand, but finding and telling those real stories that touch your
consumer. Involving them in the story, creating a social responsibility element that
keeps on giving publicity, solving real problems and helping create a better world.
Yes, it is a simple as that and as cheesy.
Millennials
Get to know the millennial generation. This is the first digital generation, born into
the internet, the largest diverse grouping with a myriad of sub-groups of interest –
between 18 years and 35 years old – and one of the most influential generations to
date because of their savvy social media skills, peer-recommended networking and
graduation to online shopping.
They could also be called the “App or smart generation’ the way they have
embraced new technology and tools. They are demanding – they want everything
immediately; they are socially aware – this is the “selfie’ generation too after all;
they share everything and eschew privacy issues, preferring to let it all “hang out
there’ than be unknown.
They despise dishonesty and fake-real brand advertising, so business needs to
come to turns with being more transparent in their dealings with the internal and
external stakeholders, in all communication and with their values. But they also
admire brands and believe they have the power to do good – don’t betray that trust
or you will face social media hell.
Maker movement
This is a movement that has been born out of a broken economic system, hard
recession and the need in this technological world to balance things with a return to
home-made, craft skills and artisanal goods, bartering, and brands with a
“struggle/ordinary-man-made-good’ backstory that resonates with the new
consumer, who wants to know the source of things and be involved in product
creation themselves.
It also reflects the need for new economic models in the wake of the great
recession, whereby communities have turned hobbies into businesses, created
neighbourhood goods markets, online trading posts. It is about “hacking’ life, finding
solutions to problems, taking existing tech and remaking it, collaborating, creating
and making. Maker Fairs have sprung up all over the world to bring tech-minded
creators together with global tech brands. Communities are creating urban farms in
their midst, run as co-operatives, to share and sell organic produce to each other
and business. Craft products, packaging, decor and food are all the rage.
Wearables
Wearables are going mainstream. From being a huge success in the fitness and
medical industry, being incorporated in smart home technology and smart offices,
2014 also saw fashion brands introducing wearable technology into clothing. This
trend will only increase as technology becomes more accessible and easier to
incorporate into everyday products and clothing. Examples include the wearable
band aid that monitors the wearer’s vital stats; smart-everything, from watches to
necklaces and rings; the trainers that you can print your own designs on at
purchase; clothing that self-cleans; and so on. Apart from the fashionable tech,
many wearables have particular functionality to improve the lives of consumers. It
is way overdue.
Africa renaissance
Finally, the African Renaissance, long talked about and long hoped for, is coming to
fruition as revealed by the increased investment in consumer research on the
continent from big players like McKinsey and Forrester; as well as the international
agency networks which have been on a massive buying spree on the continent,
including South Africa, to establish a foothold.
While the South African recession takes hold, brands are urged to seek growth in
the rest of Africa. Key here is for brands to collaborate with consumers in finding
solutions to add value to and improve their lives and to promote home-grown
brands – either “Made in Africa’, sourced in Africa, in collaboration with the African
consumer.
By Louise Marsland
