Becoming valuable:
Why Marketing needs more than just mindset
When crisis hotspots grow, costs explode - and hundreds of thousands take to the streets for a different climate policy or to protest against right-wing extremism - then brands must also take a stand. “More courage, even in the face of severe adversity” - a plea by Dr. Marc Schumacher, CEO of Avantgarde Group, for marketing that takes a clear stance.
As we start 2024, we must admit to ourselves that the poly-crisis is the new normal; the permanent state of emergency has become normality. Wars in Ukraine and the Middle East, energy scarcity, cost explosions, and the strengthening of right-wing extremist forces threaten to overshadow even the clearly noticeable effects of climate change.
Applauding each other as we did during the pandemic? Long gone. The tone in social media has further intensified and diverged into opposites. The filter bubbles into which people retreat to escape the growing complexity of the world seem hermetically sealed. Our known ideas are decoupling, the perceived whole of our experience is fragmenting. Emotionally drained by the bad news, consumers increasingly seek solace in the private sphere. How can brand messages still reach people who no longer want to be reached? Traditional marketing tools are losing effectiveness and something else needs to take its place, rapidly.
The Values Index Update 01/24, the new evaluation of the largest long-term social media study on social developments, regularly conducted by Trendbüro, reflects these changes. The AI-supported evaluation of more than 12 million posts in German-language media tells of an emotionally exhausted society and its reactions to a permanent overload - a retreat on many levels. The value ranking is now led by traditional values such as freedom, health, family, and honesty. "Back to the basics" also means restraint in consumption, instead of an exposed display of lifestyle. Brands that want to remain relevant must pause and reflect; what do people really want, what do they need, and what can our response be to that?
What matters now:
Marketing opportunities for 2024
Offering more value. In response to the growing complexity of the world, consumers yearn for basic values such as honesty and simplicity, for justice and freedom. The trend toward frugal consumption forces brands to decisively justify where their true added value lies – beyond the material. They must also show what they contribute to the healing of society and the planet. On the occasion of the current protests against the rightwing, for example, even major brands like Bahlsen (#neveragainisnow) clearly position edthemselves against racism and anti-Semitism. FC Bayern, in cooperation with sponsor Telekom, launched the award-winning campaign "Against Hate on the Net." In the big questions, brands can also offer guidance beyond the playing field - and thus gain stature.
Daring attitude. In the poly-crisis, consumers seek personal anchoring – even in consumption; what we buy is a commitment to our own social positioning. Brands must therefore take a clear and credible stand on current issues – and be prepared to face opposition. For a clip in which the grocery retailer Edeka advertises for #Diversity not only in supermarket shelves, the company was praised in social media but also heavily criticized. But only brands that withstand real opposition convey security and reliability.
Show understanding. If people prefer to "stick together" and the edges of the bubbles lose permeability, brands must necessarily know the codes of consumer groups to effectively address them. Social relevance arises through brand narratives that counteract societal division. "Empathic Brands" ideally not only establish a connection between brand and human, but also between humans. As a sponsor of the Handball European Championship 2024 in Germany, discounter Lidl introduced people to the sport through connecting events (e.g., Lidl Fan Sofa) on different channels. Software company Salesforce celebrates the importance of diversity annually with parties and actions for Christopher Street Day.
Facilitate encounters. Disillusioned by social media, people also retreat from the media. A multitude of communication channels lose importance for marketers. We experience "The Renaissance of the Tangible" – the rebirth of the tangible. Faced with digital withdrawal tendencies, brands have the option of creating spaces for analog encounters and exchanges – live contacts and community experiences within and beyond their own bubble, which people as social beings long for in times of crisis. For example, sportswear manufacturer Adidas opened a pop-up store in Berlin in the fall of 2023 with a laundromat-style theme. In the "Adidas Laundromat," there are not only new items but also second-hand pieces and the innovative option to borrow clothing with the three stripes. A store concept as a statement for more sustainability – and at the same time, a trendy creative space for events such as the Berlin Art Week.
The longing of a post-institutional society
Challenge and opportunity: The poly-crisis as the norm requires a rethink. The erosion of traditionally supporting mega-institutions – state, church, family – opens up a new portal to consumers for brand companies. If brands are able to transcend superficial sales interests and carve out a place in the world of values, they can offer their target groups what they long for in times of crisis: emotional support and orientation.
