CP’s Cultural Anthropologist, Paul M. Capobianco, spoke at the Blanquerna-Emerson Global Communication Pre-Summit, a conference held in Boston, featuring speakers from around the world on global issues and trends. This year’s theme was “Building Bridges in Uncertain Times: Finding Commonalities Through Communication.” 

Paul was part of an animated panel discussion alongside Prof. Nejem Raheem and Cordelia Kelly, both of Emerson College, called: “Can Luxury Save the World?” 

His answer may surprise you… 

Our team sat in the audience, sharing highlights on Twitter.

Hillary Williams, Group Brand Director

This year’s Warrior-themed annual Ad Club Women’s Leadership Forum came at a pivotal moment, a time where many feel as though instead of taking strides forward, women’s equality has shifted into reverse over the past year. It was an uplifting day of female empowerment, an opportunity to learn and seek inspiration from an impressive range of standout women alongside fellow colleagues and clients I respect and admire. 

The forum centered around the power of women’s voices, passion and determination to influence culture, policy and overall societal change on a local and global scale. But above all, one theme that stood out to me across each woman’s perspective was their focus on empathy. 

As marketers, we talk a lot about the notion of empathy for others – for our teammates, clients, colleagues, target audiences … but what hit hard with me throughout the conference was the importance of empathy and compassion not just for each other, but for ourselves. As women, it’s our natural inclination to lean into the “mental load” and take on as much as we can, often without realizing the effect. 

The importance of starting with yourself in order to empower others and drive change resonated with me in three key ways:

Know Your Worth. 

One of the most remarkable speakers of the day was Andrea Campbell, the Democratic Nominee for Massachusetts Attorney General. Campbell lost her mother to an accident at eight months old, didn’t meet her incarcerated father until she was eight years old and lost her brother, who passed away in prison. Despite these adverse circumstances, she went on to become the first member of her family to attend college, going to Princeton, followed by UCLA Law, and was elected to Boston City Council in 2015. While this is an admirable story of perseverance, what resonated with me most was the mentality she embraced to get where she is now. 

Campbell refused to let the immediacy of her early childhood define her and from a young age she knew she was more than the traumatic family experiences that surrounded her. Despite moments of  imposter syndrome that so many of us face, she fostered an inherent confidence in the value she brought to each day and focused on what she could vs. couldn’t do. She started each day by celebrating herself, what she had accomplished and what she wanted to accomplish – as she says, doing her “mirror work” as a morning affirmation ritual to take on the day’s challenges. By starting with herself and the unwavering determination to own her story, she was empowered and braced to give back that empathy and compassion to so many others in her life. 

Be Your Own Best Advocate. 

As colleagues, mothers, spouses, caregivers and friends, our focus is rarely on ourselves and society is quick to reward and recognize women for our selflessness. New York Times Bestselling Author, Eve Rodsky, talked about the need to be consistently interested in your own life – as much as you are for the work and lives of those around you. Fittingly, when I started to write this note on my phone during the conference, “family life” automatically popped up before I could type “own life.” [Sigh], even iPhone algorithms are set up to hero female selflessness. 

Rodsky says that by being your own champion, you’ll in turn be the best advocate for those around you. Her work is centered around solutions to combat the mental load of women shouldering ⅔ or more of the unpaid domestic work and childcare for their homes and families. She brings the honest perspective on the inequality of her own previous marriage and has developed a gamified system for partners to evenly distribute domestic responsibilities of “invisible work.” 

Rodsky offers a practical day to day approach we can apply vs. other abstract advice around inconsistent self care and “you time” that don’t actively alleviate the chaos of everyday core responsibilities. Through her interviews of more than five hundred men and women, she developed a list of 100 common household tasks and the guidelines and discussion points for how partners can prioritize and get it all done, together. Empathy for ourselves, prioritization of our own needs and a practical system that alleviates tangible work can help lighten the mental load and create space for a truer, more present version of ourselves. 

Don’t Judge What You Don’t Know.

With the reversal of Roe vs. Wade last June, women’s physical and emotional health has taken center stage as passionate advocates on both sides make their case. Guest speaker and award-winning author, Jennifer Haigh’s, new book Mercy Street highlights the disparate perspectives on all sides of reproductive justice through the stories of the workers and protesters at a Boston clinic. The book is based on her own experience volunteering at a women’s clinic, and while she is pro-choice, her main point is that regardless of stance, “the majority of people know very little about what abortion actually means in an individual personal’s life” or the empathy each woman must have for herself in order to make the right decision. 

It’s a statistically common experience, as one in four American women will at some point have an abortion – but each situation is unique and deeply intimate. At the crux of her pro-choice belief, is the notion that each woman knows what is best for her body based on her individual circumstances and experience. Female intuition is powerful and extremely personal. The “climate of secrecy” society has fostered around the issue limits honest dialogue and perpetuates stigmas that many cannot see past. She argues that having empathy for ourselves and our right to make the right choices for our own circumstances and bodies will foster empathy for others and break down the knowledge gap on both sides of the issue. 

The inspiring women at this year’s Ad Club conference were an important reminder that while a “warrior” paves the way for others, that perseverance often starts with an unwavering dedication to and respect for themselves.

Will Maslach, Paid Social Manager

As advertising planning for 2023 becomes a priority, Twitter is a platform that’s top of mind. Elon Musk’s official buyout of the company, and subsequent leadership takeover, has led to a wave of discussed and enacted changes at the popular social media platform that have advertising executives questioning their current and forecasted media mix. With so many eyes on the conversational platform right now, many advertisers are asking if Twitter should be a part of their advertising efforts?

The multiple pieces of recent news coming from Twitter HQ has given advertisers more reason for concern, and some are already leaving the platform out of their current and future media mix:

Elon Musk plans to charge $8 a month for verification on Twitter receives heavy backlash

In response to a reduction in advertising revenue YoY, Elon Musk is considering having users pay a subscription for a cherished and revered status symbol, the blue verified check mark. The blue check mark originated as a device to let users know that messages coming from a popular account were authentic, so that users could trust that each tweet from that account was actually from that user. Some users have begun to poke holes in this strategy already by changing the username of their already verified accounts to “Elon Musk,” and misleading users with their messages. As paid partnerships and social proof become the norm in strategies, advertisers will need to keep a close eye on authenticity and fake accounts that may misconstrue their message.

Twitter’s promised reduction of censorship leads advertisers to question brand safety

But not if you mock Elon Musk…

One of Elon Musk’s main goals coming into the sale six months ago was to reduce censorship on the platform and move further towards complete free speech. While it’s not surprising that the self-claimed “Free Speech Absolutist” would direct Twitter’s path towards less censorship, it’s striking fear into advertisers and brand managers that could have their organic and paid messages live directly next to sensational, misleading, or explicit content. Elon Musk recently met with 100 or so advertising executives in a “closed door” meeting, where the execs voiced brand safety as their chief concern. Preemptively, many brands are considering pulling their advertising dollars from the platform and moving them towards more reliable platforms. Prominent companies like Volkswagen, General Motors, REI, and the Carlsberg Group have already pulled all of their spending from Twitter while it undergoes massive changes. 

Thousands of Twitter Employees laid off as social media platform undergoes massive changes

The recent layoffs pose the largest, immediate concern for advertisers as thousands of Twitter employees have involuntarily parted from the social media platform. Concern comes naturally when any layoffs occur as less employees are present to complete the same amount of work. Add on top of these layoffs, the number of changes that leadership wants to make, or has already made, on the platform and now the demand for labor has vastly overtaken the supply. With the reduction in labor force, it’s safe to assume that it will take longer for customer / advertiser problems to be solved with support or reps, and for communication with any employees to become much less frequent. This could pose problems for advertisers in the near future, especially if the Content Moderation team was hit hard by these layoffs. Civil rights groups including GLAAD and the Anti-Defamation League are urging companies to abandon Twitter entirely saying that mass layoffs are gutting an already understaffed content moderation team.

So, as an advertiser or brand manager, how should you think about Twitter in your media mix?

If you aren’t advertising on Twitter:

1. Don’t start yet. Wait for the dust to settle to avoid potential crises.
2. Watch carefully for new features and/or policy changes.
3. Keep tabs on brands that ARE advertising on Twitter that are your competitors, or have similar business strategies.
4. Re-evaluate whether your brand has a value proposition that justifies spend on Twitter once changes have gone into effect.

If you’re already advertising on Twitter:

1. Maintain or reduce your advertising budget while changes take effect, but don’t increase your spend.
2. Have your brand safety top of mind, and regularly check for any undesirable placements for your advertisements.
3. Avoid run of network targeting, and double-check the feeds of any lookalike account targets that they’re safe for your brand.
4. Stay close to your Twitter rep to get as much lead time as possible on upcoming changes.

Alyssa Stevens, Director of Public Relations & Social Media

Learnings from the Influencer Marketing Show London 2022

As an influencer marketing professional, I’m consistently impressed by how rapidly this industry continues to grow and evolve. For marketers who understand the value of influencer collaborations and have the desire to revolutionize the way they collaborate with them, there is no better time to capitalize on the power that the creator economy can have for a brand than now.

While living in Dublin as part of Connelly Partners’ CP Abroad program, I attended the Influencer Marketing Show in London. With panels on topics ranging from how to make your influencer strategy recession-proof to the role of artificial intelligence in creator engagements, one thing was very clear…influencer marketing is no longer a “nice to have” for your 2023 marketing strategy. It’s an essential component for how a brand can effectively reach its target audiences, capture their attention, and foster trust that translates into conversion.

As an industry born out of aesthetically pleasing, well-curated photos, influencer marketing has evolved into a multi-dimensional approach for reaching consumers at every stage of their journey. With 2023 on the horizon, I wanted to share takeaways from the Influencer Marketing Show, along with tips for how you can create an impactful influencer marketing strategy for your brand. 

Let’s Create a Community! 

Web3 is being touted as the “community-based era,” where brands, creators, and consumers can come together to be part of inspiring content and experiences. With so much of our lives being spent on social media, today’s consumer craves a sense of belonging. 

Influencers can help a brand to foster a sense of community with its target audience by creating content and experiences that allow for a better brand-consumer connection. These communities can be built around a singular topic/interest, and they can even function to provide critical feedback to a brand around its own products and innovation. In fact, in a presentation by Maira Genovese, it was noted that businesses who invest in communities can increase their innovation speed by 52%. 

Activating influencers, who possess a loyal following that resembles your target audience, and empowering them to help that audience feel part of the brand’s evolution will foster brand loyalty and trust, on and off line. Simple online interactions are no longer enough, consumers want to feel like they ‘belong’ with the brands that inspire them.  

Interests Trump Social Connections.

The early days of social media were fueled by personal social connections; we regularly logged into Facebook to see what our friends and family were doing. While people still visit social networks like Facebook and Instagram to connect with the people they know, through the rapid adoption of TikTok, we’re beginning to see the primary use of social media shift to people’s desire to connect around similar interests. At the same time, we’re seeing a new crop of influencers emerge across a diverse array of topics.

Now more than ever, consumers visit social media to discover. Whether that’s learning something new (a recipe, money-saving tip, or hairstyle) or seeking inspiration (to visit a new destination, try out a different restaurant, or find a hobby), social media users are actively looking for unique content around specific topics and interests. With users spending upwards of 95 minutes per day on TikTok, brands have a clear opportunity to capture their attention by collaborating with influencers who focus on content creation around their niche. 

This shift from a social focus to an interest focus allows brands to connect with their target audience in an exciting, new way. However, it’s also becoming increasingly important for brands to find the best influencer partners to communicate their subject matter. Navigating TikTok’s creator community around specific interests can be like searching for a needle in a haystack. At Connelly Partners, we’ve invested time and resources to make the search for the best partners streamlined and fruitful. TikTok has shown us that it prioritizes engaging content over follower count, which means that when a brand marries the right creator/influencer with their product or service, magic can happen. 

Don’t Skip the ROI Beyond Social Posts.

There’s no denying that influencers can create amazing social media content for your brand, but it shouldn’t stop there. When influencer marketing campaigns are executed to their fullest potential, influencers are utilized across a brand’s digital footprint, paid media, earned media, and creative programming. That’s because when you select the right influencers for your brand, their creativity and authenticity can help cut through the clutter both on and off line. 

First, beyond a brand’s owned social channels, influencer content should be repurposed across a brand’s website and product pages to increase conversion. People want to see “real” photos of your product or service vs. stock photography of it. Second, influencer content assets can be utilized in paid social media. If you work with influencers who resemble your target audience and brand interests, they can act as a ‘demographic figurehead’ for your brand and offer content that really resonates with your consumers. In fact, in a panel led by the agency What They Said, it was noted that 61% of people trust influencer content over brand content on social media. Third, if you work with a notable macro or mega influencer, you can further capitalize on their influence by using their likeness and association with your brand in media outreach to secure earned press coverage. Last, many influencers are first and foremost creators; brands can leverage the expertise and vision of their influencer partners to inform their creative. Influencers have their finger on the pulse of what a brand’s audience wants to see, so by allowing influencers into the creative process, brands can pressure-test concepts to their target demographic before they commit. 

Influencer marketing is no longer confined to the social feed, and as we continue to work with brands to maximize their investment in the creator economy, we are keeping a keen eye on out-of-the-box ways we can leverage influencers for an increased ROI.

Want to learn more about our influencer marketing capabilities at Connelly Partners? Click here.

Eoin Welsh, Creative Director

“Figures show that roughly 90% of the money spent on advertising in the UK is wasted, because it’s neither noticed nor remembered.”

That’s how advertising legend David Trott started his talk at the TAM (TV Audience Measurement) Ireland Long Lunch event.

Which, as an advertising creative, is not exactly what I want to hear. We creatives like to think of ourselves as do-what-it-takes, blood-sweat-and-tears types, forever fighting the good fight.

Turns out, around 90% of that effort is for nothing.

So, what’s the problem?

Well, that’s the beauty of listening to Trott. In a cockney drawl thick enough to be served in a pint glass, he sweeps aside all the industry-speak and double-talk and cuts to the chase: If advertising doesn’t get noticed, everything else is academic.

So, is our industry in denial? Are we afflicted with a severe case of “Emperor’s New Clothes?” Do we put out work that’s so bare of sticking power that it’s barely noticed? Trott makes a pretty convincing case, and he’s got the data to back it up.

But why? Trott believes it’s because we’ve lost sight of who we’re talking to. He defines advertising as “the voice of marketing” – the interpreter who translates the language of marketing into the language of the real world. But we’ve become so wrapped up in the marketing and business side of our industry, that we’ve lost the ability to “talk normal.” To talk, well, like Trott.

We talk to show how clever we are. How much we know. How much research and study we’ve done. To show off, basically. As Tyler Durden said in Fight Club, “We’ve stopped listening and we’re just waiting for our turn to speak.” Problem is, no-one understands what we’re saying. So, it just gets ignored.

Trott then walked us through some of the straight-talking, iconic brands who never forgot who they were speaking to. While all around them were bragging their lips off to little avail, VW asked us to “Think Small.” Avis told us that they “Try Harder” because they’re only No.2. Nike challenged us to “Just Do It.” These were brands that refused to talk down to anyone. That made the effort to learn the language of the locals whose world they were guests in, while others just did that tourist-y thing of shouting louder in their own language, somehow believing that would help make them understand.

Trott is easy to listen to. He makes sense. He keeps it simple. And so he gets noticed. And remembered (I took no notes during his presentation, and didn’t need any to do this write-up).

So, what did I take out of all this?

Well, if we can all make work that “talks like Trott” – simple, engaging and intriguing – maybe we can learn to speak fluent, Everyday-Speak again. And stop talking to ourselves. Which, if memory serves, is the first sign of madness.

 

Martin Byrne, ZOO Digital 

The communications revolution has created a world where customer service is more important than ever. Whereas companies in the past could impose their systems, their language and their rules on the general public, the expectation now is that the customer is front and center in everything and it is the job of the seller to meet the client where they are, not the other way around.

This presents challenges for businesses who understand the need to deliver excellent user experiences, but are embedded in an older mindset.

We have helped numerous organizations to embed UX and design thinking into their everyday operations, and to bring their stakeholders along with them. Here, we look at the top five lessons we’ve learned from that experience.

1. Being Customer First

Bigger and more established companies in particular are used to calling the shots. Even typically service-oriented organizations are challenged in today’s customer-first world. But, we are faced with less patience from users and excellent challengers in the field who set a high bar for customer expectations.

UX and more broadly CX is all about the customer. That’s why we test with real people every step of the way,  your idea out to testers using usabilityhub.com, usertesting.com, playbookux.com, and in face-to-face interactions.  

In addition to this, we keep these core tenets in mind when designing service flows for customers:

• • Don’t use your words, use theirs.
  • Don’t force your users to think – give them a maximum of three options at a time, and if possible avoid choices completely. The best interface is no interface, don’t you love automatic sliding doors?
  • Respect the users’ goodwill. Think of goodwill as a currency that you can take from and add to as you bring a user through a journey. Every time you make them work, you reduce it, and every time you surprise and delight, you add to it. Creating goodwill and positive sentiment will get users in the mood to click that all-important confirmation button.
  • Test and measure. Test new ideas, test them again until they’re working well and then see how they work by measuring. Keep repeating this process to keep your conversion rates tuned.

2. Being Evidence Based

Evidence is more important than opinion when it comes to UX. Evidence gives you the power to ask for a budget and team because you can provide proof that there’s a problem to be fixed. When we map out user journeys, plot drop-off points and are able to show a pain point that is losing the customer business, then we have almost made our case. We gather that evidence from:

• • Analytics
  • Surveying
  • Customer feedback in public reviews and ratings
  • Customer service and support call statistics

The last, and perhaps most convincing, piece of evidence we can present is the voice of the customer.  There is nothing more powerful than video of a system test conducted with a user where they are shown having obvious difficulties with a process. You don’t need to do lots of these – anything more than seven and you’re seeing diminishing returns.  But do them regularly as part of your process.

3. Not Being Persona Focused

Your systems should be a pleasure to use for human beings, no matter what their demographic is. Marketing personas let you create campaigns and target people with more accuracy and bang for your buck. UX personas, if you need them, are more about function; Checking Account User, Returning Shopper, First Time Onboarder etc.

Our experience has taught us that we can ditch the personas and test with humans.

4. Be Prepared to Be Wrong 

When it comes to CX and UX, being wrong is great. No really – it means you’ve discovered something through your evidenced-based process. If all your assumptions are right, be worried that you’re not asking the right questions. Set up your experiments to find out new stuff, not to validate what you already have in place.  

5. Being Taken Seriously

Embedding UX and design thinking is a huge challenge for any organization and you can’t do it alone. Because the practice will affect everyone, you’ll need buy-in so that you’ve got a whole team behind you and can be effective. 

We begin all of our UX projects by identifying the stakeholders (and blockers) who we will work with. We can then bring them through our process and make the case to embrace the need for a good UX process. That method is to show them evidence.

Scott Freeman, SEO Manager

When it comes to enhancing your website’s visibility on the internet, Search Engine Optimization (SEO) plays a pivotal role. With a well-optimized website, you can attract more organic traffic and potential customers. Here are six essential SEO tips that can work wonders for practically any website:

Target Relevant Keywords to Your Business

Imagine you’re embarking on a safari, and you want to see the Big Five. It’s vital to know where they are, just like in SEO. Identifying and targeting the right keywords is like pinpointing the best wildlife spots. Knowing that, conduct research on keywords that are not only relevant to your business but are also commonly searched for by your target audience.

It may take time as well as some trial and error, but this is a vital step in the overall SEO process. Without a solid list of keywords to help your efforts, you’ll be lost in the bush. Tools like Google Keyword Planner and SEMrush can help you discover keywords you never thought of and help you put together a comprehensive target keyword list. 

Write Quality Original Content & Often

Just as a thrilling safari adventure requires the right guides, your website needs high-quality, original content. Regularly publishing fresh, engaging content not only keeps your audience coming back for more but also pleases search engines.

Offer informative blog posts, articles, and guides that provide value to your readers. The more compelling your content, the longer visitors will stay on your site. Keep in mind that you want to incorporate keywords from your keyword list within your content. You can’t rank for keywords that aren’t present within the content of your site.  

Optimize Metadata Across Your Website

Metadata is like the compass that guides visitors through your website. Ensure that each page’s meta title (at an optimal length of 60 characters or fewer) and description (at an optimal length of 160 characters or fewer) accurately represent the content within. This not only improves user experience but also helps search engines understand what your page is about.

The more relevant your metadata, the higher your chances of ranking well in search results. Think about metadata as your window pitch to users in search results. It’s your first opportunity to grab them in SERPs (search engine results pages) so do your best to make that first impression a positive one.  

Audit Your Site Regularly

Just as a safari vehicle undergoes regular maintenance checks to ensure a smooth journey, your website needs regular audits. Conduct a thorough audit to identify and fix any technical issues, such as 404 pages, slow-loading pages, or mobile responsiveness problems.

An audit will also identify problems with content such as duplicate content, pages missing meta descriptions, and pages with thin content. A well-maintained website is more likely to earn favor with search engines.

Implement Short, Descriptive URLs

In the wilderness, having a clear trail to follow is essential for a safe and enjoyable adventure. Likewise, your website’s URLs should be clear, concise, and descriptive. Use keywords from your target keyword list in your URLs to give both users and search engines a better understanding of your content.

If your URLs look like gibberish, it’s high time you begin thinking about how to make them clearer. Don’t overcomplicate things either. Keep URLs related to their page and just add a relevant keyword (if possible) and give them some zhuzh. This simple step can significantly improve your overall SEO efforts.

Ensure Your Website Is Relatively Easy to Navigate

Think of your website as a vast savannah, and your visitors as explorers. It’s essential to make their journey as smooth as possible. Create a clear and intuitive website structure with a user-friendly navigation menu.

Include logical categories and subcategories, making it easy for visitors to find what they’re looking for. The more straightforward your website is to navigate, the better the user experience, which can lead to higher rankings.

SEO Is Worthwhile So Start Optimizing Today

These tried and true SEO tips can transform your website into a thriving ecosystem, drawing in visitors and boosting your online presence. Just as a safari through the African wilderness promises unforgettable experiences, a well-optimized website offers endless opportunities for growth and success.

Implement these tips, and watch your website’s search engine rankings begin to tick up and up. Just remember that SEO is a regular touchpoint and not a set-it-and-forget practice. So, go ahead and explore the vast landscape of SEO, there’s plenty to discover!

CP’s team of senior strategists and anthropologists regularly release insights on cultural, economic, and social shifts that can impact our clients. Here are their most recent observations.

1. “I bought it on TikTok!” Ecommerce knows no digital boundaries.

Ecommerce app installs, sessions and now purchases are all way up year-over-year (particularly in recent months), including on historically social-focused platforms like TikTok and Instagram. These novel purchases are up so much that experts are exploring new opportunities for native content and stress a heightened need to focus on conversion metrics.

Brands need to evaluate their presence across all digital channels and begin to strategize how and where to expand product offerings and sales opportunities across organic content.

Sources: Forbes, Adjust, Digital Commerce

2. Where have societies’ dependable “rocks” gone?

In the past four weeks alone we’ve seen Walmart, our largest, trusted retail institution announce major layoffs as they anticipate a weakening economy and see profits shrinking due to double-digit inflation. This has fueled consumer outrage on social channels. We’ve also seen an FBI raid of former President Trump’s home to seize classified materials taken when leaving office. News narratives have furthered Americans’ doubt of U.S. institutions creating a heightened sense of instability that we predict will grow into a full-fledged mainstream trend in the next few quarters.

The opportunity for brands is to be more communicative and intentional in curating messages of reassurance – both to internal and external audiences. Messages that reinforce good policies or practices, for example, create a sense of consistency and moral stability that consumers crave.

Sources: Gallup

3. “Limited edition” digital content is all the rage!

Time-sensitive/recency forms of media—i.e. that content which is available for a limited period of time/never to be seen again—is an increasingly common feature, especially when it comes to social media. 

Part of what’s appealing about time-sensitive content is that if you’re looking at it, it’s guaranteed to be current and relevant. That inaccessibility – which is the antithesis of the internet’s main characteristic, creates an exclusivity and specialness to the content. It can also feel authentic and proprietary, which is why WhatsApp has recently been working on a feature to block screenshots of media you’re only meant to view once – adding to its exclusivity and once-in-a-lifetime exposure.

Sources: Social Media Today, Axios, Hubspot, Better Marketing, Android Police 

4. Poetry has entered its own Renaissance – say “hello” to Instapoetry.

Poet Rupi Kaur’s recent world tour is being met with great fanfare, an extension of the growing popularity of poetry’s newest incarnation, Instapoetry. For many, the pandemic inspired more abstract self-reflection and exploration of emotions, which translates well into the “concise and luminous” poetry that’s become so well-received on Instagram.

Instapoetry’s most popular topics reflect shifting cultural priorities as people, especially younger people, call out topics older generations have often tried to sweep under the rug: mental health, romance, feminism, sexuality, and domestic violence.

Sources: The Poet List, Inside Hook, The Outspoken

5. Want to kick-start your creative thinking? Take more risks in life and work!

Have you ever wondered why there’s literally no good ‘new music’ coming out on our streaming channels and airwaves? Well there’s a very good reason.

The music industry today is not as equipped to discover and nurture new talent. There are many reasons: fear of copyright lawsuits in an increasingly litigious industry, moguls who’ve lost confidence in new music, an unwillingness to take risks on new musicians with new sounds, gatekeeper prejudices, and an algorithmic listening environment that promotes standardization. 

Businesses outside the music industry can learn from this creative drought by fostering more risk-taking by employees, getting them outside their comfort zone, creating new outlets, new team-pairings and special initiatives that promote creativity.

Sources: The Atlantic, Wbur

6. Key to future business success? Getting up-to-speed with E.S.G.

Policy changes and mandates surrounding Environmental, Social, and Governance (ESG) are causing companies to adapt to avoid risk and position themselves for future rewards. Companies including American Express, Google, Ford, and more have recently been acquiring and launching new businesses to address emerging opportunities related to ESG initiatives, creating competitive advantages. 

Companies who have strong ESG are prone to be more successful, have more loyal workers and are more likely to have strong investor interest. Most organizations today are rapidly developing and evolving their DEI initiative, as they should. Being an early-adopter of these initiatives can mean better retention and great business success.

Sources: McKinsey, Nasdaq, Intellizence, Biz Journals, TMF Group

All good things expire. Look out for more trends coming soon.

JoAnne Borselli, Group Brand Director

Lately, when it comes to disruptions in the airline industry, the headlines speak for themselves. “More than 2,000 flight delays last Monday.” “American Airlines cancels 31,000 flights from its November schedule.” And recently: “JetBlue and Spirit Airlines Announce Merger Plan.” According to earnings reports, airlines are losing billions right now. Why would an airline choose now to buy another airline? And what does JetBlue need to do to come out of this on top?

By purchasing Spirit Airlines, JetBlue would become the nation’s fifth-largest airline, with a share of more than 10 percent of the market (behind United, Delta, American and Southwest). In addition to solidifying its presence in its existing markets, the deal would also open more routes in Las Vegas, Dallas, Houston, Chicago, Detroit, Atlanta and Miami. 

While there are a lot of potential benefits to JetBlue by merging, they’ll still have four hefty airline players in front of them. How do you win when you’re starting in fifth place?

Double down on your brand 

Now more than ever, JetBlue needs to embrace the brand attributes that got it here in the first place: by being the most “human” of all the airlines out there. Anyone who travels even a little these days knows how impersonal the entire process has become. You’re being scolded in security like a child. Boarding takes forever. You’re squashed like sardines next to total strangers in seats built for a pre-teen. JetBlue alone can’t change the entire industry, so go ahead and poke fun at it. Have some fun. Everyone knows the problems with flying right now. Don’t hide from them or pretend they don’t exist. Embrace them and laugh at the situation. The other airlines are too “corporate” to do that and their brands are too “vanilla” to be willing to take risks in messaging. Your customers will appreciate the honesty and would enjoy some laughs for a change. 

Make sure that brand personality extends to your staff

During the typical airport experience, by the time you get where you’re going, you’re a shell of a human being. So when someone talks to you like a real person, it stands out. Service that includes a solid dash of humanity. Flight attendants that (usually) enjoy their jobs. Pilots that talk to you like a peer instead of a number. They are your walking billboards. From restaurants to retail, good employees are worth gold right now—so treat them that way. It all makes the difference that will create loyalty from customers in a world where loyalty no longer exists. 

Invest a little in some “extras” that will pay off

Every airline is charging for every small detail right now. Seat choices, luggage, food. If you have to play that game to compete, fine. But look for small things that you can do that don’t cost a lot but mean a lot. You know when my birthday is—it was in my reservations when I booked. On my birthday, shoot me a note with a $50 credit toward my next flight. And don’t make me join your loyalty program to get that. If you treat me right, I’ll likely join your loyalty program anyway. Give employees the power to do whatever they think to make me happy on my next flight. A quietly complimentary beer given to the guy who’s sitting behind the crying baby will be a story he will tell to everyone once he gets off the flight. 

What’s Next

At this point, there are many miles (and legal hearings and union meetings) to go before this merger is confirmed. And many in the industry think it won’t happen. If it DOES happen, JetBlue has the opportunity to differentiate itself from the “big four” on a much bigger playing field than it was playing on before. And maybe even break into the top four. As a brand, it already has the ingredients. It’s just time to dial them up more than ever before.

Alyssa Stevens, Director of Public Relations and Social Media

Set in the beautiful South of France, the Cannes Lions International Festival of Creativity is one of my favorite industry events to attend. While the Côte d’Azur is certainly a magnificent destination to visit, the speakers, content, and networking opportunities that this conference brings are also unmatched. Due to the pandemic, 2019 was the last time that Cannes Lions was hosted in person and judging by the undeniable energy of attendees and the all-star lineup of speakers, it was clear that I wasn’t the only one who was thrilled to be back!

This year’s visit marked my third time attending Cannes Lions, and as I reflect on all of the sessions and conversations, there are several recurring themes and topics that were woven throughout the conference. As marketers, especially those of us who specialize in the social media and influencer marketing industries, the future is bright. With Web 3 continuing to gain traction, TikTok dominating the social media landscape, and social commerce riding the coattails of ecommerce, I couldn’t be more energized by my experience at Cannes Lions.

While I wish I could have teleported you to the Mediterranean to soak up the knowledge and trends that Cannes Lions imparted, the next best thing is sharing a few of the key takeaways from my time on the Croisette…

Consumers’ expectations for brands are higher than ever before

Consumers are becoming more and more discerning about the brands they want to align themselves with, and as a result, we’re seeing a shift in how brands are approaching innovation. In a “CMOs in the Spotlight” series featuring chief marketing officers from L’Oreal, The Lego Group, and Marriott International, the focus was on how today’s shopper wants quality services/products that also help to change the world and the effect that mindset has on a brand’s internal innovation process. Brand purpose is more important than ever before, but those efforts and innovation have to start within the company before trickling down to the consumer level. Consumers want to feel like they are part of a solution when they invest in a product or service, and in turn, brands are working harder than ever before to use creativity and innovation to drive progress. This shift in the consumer mindset will continue to evolve, so it’s up to marketers to decide what their brand stands for and how that affects their upcoming initiatives and launches. It’s not just about what a brand says they do, it’s about what they actually do and how consumers can get involved with it. 

Influencer 3.0 focuses on “Join Me” vs. “Watch Me”

When influencers first became a thing, it was all about visually pleasing photos and perfectly curated feeds, but as the industry grows and more global brands invest significant budgets towards influencer marketing, we’re beginning to see a shift in both brand and consumer expectations around influencer content. During a session led by content creator @AlexisRen and the VP of Marketing and Communications (Americas) at Burberry, the idea of influencers building a community for a brand vs. just posting photos was a main theme. Influencers are held to a high standard by their followers to share authentic content because their audience craves a story around the products/experience that they post instead of just seeing a nice image. Brands can help influencers build audience trust by truly collaborating with them instead of just renting their ad space and reach. Influencer 3.0 is expected to place a higher emphasis on the “substance equation,” encouraging influencers and brands to create collaborations built around reliability, passion, humility, and vulnerability. These are the type of influencer programs that are expected to best resonate with today’s consumer. 

The customer journey is shortening and social media is leading the way

Brands are realizing that as consumer attention spans shrink, they need to maximize the time they have with shoppers and meet them where they are…and that’s on social media. 81% of shoppers were already using social media to discover brands/research experiences before the pandemic and now the customer journey has been shortened, allowing them to convert directly from social. With social media platforms evolving their shopping capabilities, we will see more brands play in this space and put additional marketing dollars into converting consumers directly from social. In a session led by WARC, the speakers acknowledged that while social commerce is exciting, it also puts a larger onus on the brand to make their social media and influencer collaborations compelling enough to entice consumers to click through to purchase within moments of seeing their product/service. As a consumer, I’ve personally done this and love the ease and instant gratification of the transaction, but as a marketer, I feel the increased pressure to ensure that my clients’ social presence is working as hard as it can to resonate with its target social media audience. 

NFTs may be here to stay

NFTs…a topic that everyone wants to discuss, but one that most people don’t know much about. According to executives from Vayner Media, NFTs are here to stay, and in order for brands to maintain cultural relevance, they need to begin evaluating a strategy. Right now, the majority of consumers are looking to buy NFTs for four main reasons: status, participation, trading, and collecting. But as this matures, it’s anticipated that NFTs will become less about collectibility and more about utility. Brands who want to join the fold as early adopters can mint NFTs that provide utility for consumers. For example, NFTs can offer access to an experience, build upon a brand’s loyalty program, showcase innovation, and give back to philanthropic causes. While only 0.09% of internet users currently have NFTs, it’s expected that this number will increase significantly over the next 12 to 24 months, and as a result, we’ll see price stabilization and the utility aspect of NFTs beating the collectibility.