After the year we’ve experienced, we should all probably put our crystal balls and predictions for next year back on the shelf. It’s been a winding and “unusual” year for the marketing industry – and for everyone. Here’s to hoping 2021 will be more… predictable.
In the spirit of optimistic forward-thinking, here are a few of our top marketing trends for 2021.
Brand’s growing role in social responsibility
Brands shifted into the activism spotlight this year, with expectations mounting for corporations to play a leadership role amidst the pandemic, an economic recession and the racial injustice movement. Consumers, especially Generation Z, are committed to social activism, and they are expecting their favorite brands to follow suit. Sixty percent of U.S. consumers say brands should take steps to address racial inequity and 57% say brands must educate the public. Nike’s For Once, Don’t Do It ad is a prime example. It urged customers to stop pretending there isn’t a problem in America. Their messaging included standing up for equality, investing in the Black community and partnering with organizations dedicated to ensuring racial equality – putting their money where their mouth is.
Brands are putting a stake in the ground, such as social stalwart Ben and Jerry’s “Unfudge our future” climate change campaign, in which they urged Australia’s top leaders to reboot their economy with cleaner, fairer environmental policies. The ice cream giant even gave site visitors a templated email to probe the Prime Minister, Treasurer and Energy Minister asking them to invest in renewable energy and shift tax cuts away from fossil fuels.
Companies’ internal diversity, equity and inclusion efforts will continue to expand. With increased visibility, companies will be forced to demonstrate their commitment in 2021. Again, consumers want brands that are progressing toward an equitable future. As a form of accountability, the Nasdaq plans to require most Nasdaq-listed companies to have at least two diverse directors, including one who self-identifies as female, and another who self-identifies as either an underrepresented minority or LGBTQ+.
With expansive reach and a strong connection to their audiences, brands have an immense responsibility to take a stand, get their messages out there, and most importantly reinforce their commitments with resources and action.
The importance of purpose-driven brands
For brands’ socially-oriented messaging to resonate with consumers, there needs to be an existing foundation of authenticity and trust. Consumers champion brands that are driven by their core mission. They want to support companies who live out their values through their messaging, hiring practices, partnership decisions, philanthropic efforts – all spearheaded by leadership that does the same. Purpose-driven brands are looking beyond profit and know that they exist to solve a need or problem in society. Shockingly, according to one study, only 37% of consumers believe companies have clear and strong purposes.
Consumers are 4 times more likely to purchase from a purpose-driven brand and 4.5 times more likely to recommend to a friend or family member. Keeping your purpose at the forefront in all touch points will lead to stronger brand reputation, customer trust and bottom-line results.
Not sure where to start? Start by making sure your messaging and brand story reflects these areas:
- strong set of brand values that reflect in your employee relationships,
- products/services that solve a need for the people of today,
- ethical and sustainable business practices,
- social causes that are noteworthy in supporting,
- creation of job opportunities,
- development of a diverse and inclusive culture, and
- advocacy of key issues that are important to your audience.
Constant post-pandemic reassessment as we establish our next normal
A COVID-19 vaccine has been authorized for its first treatment in the U.S. This is thought to be the light at the end of the tunnel and the first step towards our collective “next normal.” An eventual return to in-person, public events will cause a large shift in the industry, as consumers emerge from their home-bound quarantine and buying patterns change once again. Some pandemic buying trends are here for the long run, such as contact-less delivery, curbside pickup, virtual experiences and local, independent business support. Digital advances have driven some industries years ahead of schedule and have forced many to react in various industries including online banking and digital restaurant ordering.
The job description of a modern day CMO or marketing manager has evolved based on 2020 trends. Looking ahead to 2021, they are now responsible for a new approach to the annual marketing strategy, knowing that buying habits are bound to change again and trying to anticipate the unpredictable. Business leaders must continually reassess their strategy to determine which priorities are worth investing in and when to adapt to new and unexpected realities. Marketing leaders must stay firmly grounded in what their target audience needs and what their wants are, how their product or service can best serve those needs, and how the tail-end of the pandemic will affect consumer choices.
Right now, 2021 isn’t promising to be any less of a tumultuous year than 2020, but we’re confident that smart, agile marketing teams can handle anything. 2021 is the year to take actionable steps towards an equitable future. It’s the year to magnify your brand’s purpose through all aspects of your business and marketing messaging, and to continually reassess how COVID-19 changed and will further impact the landscape. It’s the year to lean into what is here to stay.
