#GreenFriday
Happy Thanksgiving and welcome to Resonant.
Lots to be grateful for indeed. Being healthy and safe in a good start. But what is even more gratifying today is the earnest opportunity to bring deeper alignment into the work I am passionate about. Resonance-centric, Conscious Marketing.
Cultivating resonance with audiences as a key impetus for brand growth has always been a central part of brands; marketing objectives.
While a few brands are masterful at this, most struggle with it and are stuck in the never ending reach-reaction loop. This, despite having both intentions and credentials that hold water.
I believe 2020 is a threshold altering year for brands and marketing in general. The tsunami of conscious consumption is finally here to stay.
From Fashion to Travel to Automotive to Payment Platforms, the entire gamut of what is the modern commerce is now firmly in the #Conscious commerce universe.
A recent Accenture study confirmed this increasingly rapid and forceful shift towards purpose-centeredness. Over 66% of consumers care about a brand’s ethics and supply chain.
Mondelez announced that it is actively pivoting globally towards a human-centric brand engagement it calls ‘humaning’.
While there has been some scathing rebukes and callings out to such overt moves by brands, the shift by and large is a good thing for audiences. It is them, the values-first audiences that are driving this shift.
Ultimately, audiences now get to enjoy the benefits of brand efficacy while being pandered with all things relatively good for them and the world.
As I write this on Thanksgiving day, tomorrow’s Black Friday will be the very beginning of many more Green Fridays to come.
Sustainable is the new black. Frankly everything is and will be.
Which means only one thing. When everyone is #Sustainable, Sustainability as a marketing differentiator becomes a moot point to spend your money on very soon.
Audiences are now empowered with the not just informal information such as influencer-led reviews but also formal apps like Good on you that rate fashion brands on sustainability.
Where does your fashion brand stand?
Such filters will soon cover all verticals. Whether through the court of instagram opinion or through formalized filters such as ‘Good on you’, the brand + marketing mantra of the 2020s is ‘Conscious or bust’.
Conscious audiences are not monoliths.
They may vary from staunch conscious warriors to incidental ‘conscious-choice’ makers across the entire value pyramid. What unites them all is their values-centricity.
This calls for brands to shift from a primarily reach-centric model of audience experiences towards a primarily resonance-centric model.
Bringing together the power of data and tech to discern the right signals so that experiences and stories can be crafted that iteratively lift this values-resonance is the road that we are embarking on.
By being fully focused on this evolving audience and helping brands build deeper, more resonant connections with them, resonant intends to be the conscious medium through which magic happens.
Welcome aboard and have a wonderful holiday season.