Op-ed by Thomas E. Pierce, Filmmaker, Entrepreneur, and CEO of Pierce Media & Associates Marketing Culture Needed A 360 Shift
New York,NY
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July 09, 2020 09:48 AM Eastern Daylight Time
While history chapters are unfolding, we are watching culture shift as we live it. We have grieved. We have feared. We have huddled in our homes. And this is just the beginning of a brighter tomorrow.
As CEO of an entertainment marketing consultancy, a filmmaker, a philanthropist, and on the verge of launching something a-new, I blinked just like you and everything changed. And so, we adapt because that’s what we do. Despite our losses and frustrations what makes us trailblazers is our determination to do better, to be our best, and we were given a window to do just that.
During quarantine, our habits shifted. Behaviors changed. We all look in the mirror and know we’ll never be the same people again. In fact, 76% of people picked up new habits, behaviors and routines of that 89% say they plan to keep them, according to Reach3 Insights ongoing study.
As an optimist, a culture driver, and an entrepreneur, I constantly wonder how this will be played out. Who will flourish and rise up and who might fall off that thin hanging thread. A shake-up is upon us, now is the time to stay focused, be actionable, define new tactics, drive with empathy, and create initiatives, campaigns, and offerings for our clients to shape a better tomorrow. What a gift.
As leaders, we listen. As entrepreneurs, we seek to understand as decisions are made. As filmmakers, we are excited to go, eager to be courageous, and responsible to get it right.
In our marketing transcention, now is a time we cannot rely on assumptions. Data from six weeks ago is already out-of-date.
I share trends and habits with my clients and look forward and around the corner, and I encourage lively discussions among other trend seekers and setters so we pave our way forward and help ensure brands/corporations make good decisions.
Key finding #1: Influencers changed
- People have digital maturity. Digital word-of-mouth is the new influencer, authentic conversation is more powerful than a clicked/liked on post, discussing your products to advertise your products.
- Thought leadership is replaced with helpfulness. People want to be invited to contribute context to foster community. People will idolize peers shaping our future for a better tomorrow more than celebrities that don’t share their values.
- The micro-social audience is proving to be more powerful than a macro audience if spoken-to and shared-with correctly.
Key finding #2: the now buzzword authenticity has always been our guidepost
- Less polished, authentic content in a video connects more deeply.
- Brands who care, win mind share. Asking the question of "what do you need" and "what can I do to help" are key. Flexibility to adapt. Customer service and customization is at the forefront of marketing.
- Quality over quantity, less is more is here to stay. Empathy wins.
- More than half (56%) of people say they want to hear what brands do in communities, according to the American Association of Advertising.
Key finding #3: humankind unites with home-sweet-home
- Humankind unifies with a shared purpose. Acknowledgment of shortfalls and being raw in communications is valued. Except, don’t rush to understand diversity issues like others have tried and backfired, stay in your lane, listen, action speaks louder than words.
- The "Homebody Economy" sticks even as restrictions are lifted. “Safety-subconscious” will always be first in line.
Key finding #4: Innovation no longer an option speaking to your consumers
- Innovation becomes a necessity. People expect and need a personalized experience and with all touchpoints throughout their journey, to instill brand loyalty.
- In two years, revival in nightlife and social indulgence makes a comeback. This means, think ahead and be courageous in your planning.
Key finding #5: New Gen’s are born
- Gen "ZEOs" - usually future-focused - used COVID time for personal and professional development
- Gen C is born and is not an age group but a powerful new force and mindset in consumer culture. A term used to describe people who care deeply about creation, curation, connection, and community.
- Generation Alpha are those under age 10 who did homeschooling and online learning during COVID
- Coronial Generation are those born in 9 months from quarantine.
As we enter the decade of a new counterculture shift, let us drive culture to new levels. Make 2020 the year we see better and do better.
