The Future Of Advertising

When Times call, you answer. During the pandemic, I was given the opportunity to contribute to their annual Future of Advertising report by sharing my thoughts on how brands can build trust in a crisis.

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What’s the single most important problem for brands advertising in 2021?

The value shift in our society

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As we look towards an unpredictable future, we’re committed to creating positive and pragmatic solutions for the challenges that lie ahead. Covid-19 proved to be the great accelerator in corresponding sentimental shifts in consumer behaviour. While digital transformation has taken most of the headlines in 2020, we are now noticing a resolute change in society’s values.

Globally, consumers are experiencing financial anxiety, loneliness and health and safety concerns. These drivers are influencing people beyond our imagination. Brands will need to consider the value shift and adapt their strategies to resonate with these drivers to gain market share.

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How has the pandemic changed advertising? 

The future of marketing/advertising has feelings

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Before the pandemic, we were in the midst of an epistemic crisis, where fake news became a weapon in an increasingly partisan and post-truth world. From Brexit to US presidential elections to the environmental crisis, etc., appealing to people’s emotions became more important than facts. As a result, misinformation and questioning reality became more commonplace. Coronavirus, however, has put a premium on truth. Staying informed has never been more critical in our daily lives, so we have turned to the media for essential information, guidance and comfort.

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The only certainty right now is uncertainty, and this perspective will continue to shape how consumers see the world going forward. I think lack of trust in news sources, governments and healthcare systems has created an opportunity for brands to step in, build trust with their consumers and ultimately drive loyalty.

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A brilliant example of a company that has been there for their community throughout lockdown is Beautystack. They launched the campaign #BringBeautyBack to voice an entire economy of women in the beauty industry who had been unable to work but weren’t being heard.

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What’s the single most important opportunity for brands advertising in 2021?

Promote togetherness & “play the game”

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Amid the pandemic’s disruption and annihilation, we've also witnessed a unique sense of solidarity and unity amongst people. Unfathomable human strength has prompted a resurgence of community spirit and given rise to innovative products, systems and solutions that are empowering us to change and flourish in this new normal.

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Brands that will focus on promoting togetherness by fostering community spirit – both online and in real life – will forge a closer bond with their customers. The pandemic has shown that new community spaces, such as Roblox, TikTok, Clubhouse, is where people are increasingly socialising for experiences, entertainment and escapism.

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I believe the biggest opportunity for brands lies between gaming and social apps as they are presenting new opportunities and collaborations for brands, with deals that not only support advertising but build partnerships that stretch from licensing and marketing to the creation of new longer-term revenue streams around in-game shopping, branded third spaces and virtual communities.

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Thanks so much for reading. I hope you enjoyed this article.

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Loads of love,

Lea

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