Interesting Reads. Industry news that you may have missed.
It’s show-and-tell season for the marketing world--emphasis on the “show.” Declaring a brand’s intentions to help the planet, feed the hungry, and empower at-risk communities isn’t enough. Consumers want to see data outlining specific outcomes that had a positive impact. Communicating how a brand exercises corporate social responsibility is crucial for earning trust.
Luxury brands are experimenting with low-key marketing strategies, swapping exclusivity for inclusivity. By carving out spaces for community-building through pop-up shops and localized events, brands facilitate authentic connections within their consumer base. While flashy print ads and conspicuous billboards are seen, luxury brands want to create experiences. Investing in communities to foster identity over exclusivity defines stealth marketing.
Dove and The Body Shop believe rivals can work together harmoniously for the greater good by committing to “transparency” and an alignment in purpose. Usually competitors in the beauty sector, the brands have united to raise awareness of the European Union (EU) regressing on promises to cease animal testing in cosmetics and have joined forces with PETA, Cruelty-Free Europe, Humane Society International, and Eurogroup for Animals to gain 1 million signatures to a petition the EU to roll back such measures.
Initially, much of the live stream economy was based on one-off purchases like sticker packs, but today, consumers are gifting content creators directly during their live streams. The live streaming boom is driving a significant uptick in the creator economy, as a new forecast from mobile data firm App Annie estimates consumers will spend $6.78 billion in social apps in 2021. According to the firm, that figure will grow to $17.2 billion annually by 2025, with the U.S. as the top market for consumer spending inside social apps.