OMG Examines the Impact of Brain, Body and Biosphere on Life and Marketing

BrainA global pandemic An uncertain economy Stalwarts of business laying off employees quotHow to Survive a Nuclear Blastquot posters in the subway The RussiaUkraine War North Korea missile testing HyperInflation Monkeypox A heated political climate that is dividing families Global warming Food uncertainty School shootings Racial bias Antisemitism flaringThere can be absolutely no surprise that no we are not okay In fact it would be a surprise if any one of us were Had we experienced even half of the series of crises that began in 2020 it would still be enough to drive us to distraction and harm our mental wellbeingquotWe talk about things like media consumption the economy business retail preferences but all of those are underpinned ultimately by the way we feel about ourselvesquot Rowley says quotConsumer sentiment is governed by a set of circumstances that are beyond our controlquot Explaining the impetus to the report he adds quotI hadn39t seen a definitive piece about how people were feeling right nowquotRowley is hopeful that the thought leadership report while admittedly emotionally challenging and a fairly bleak picture about the current state of society will become an effective call to action for marketers to be catalysts for positive change For example a key message encourages brands to think through all of the ramifications of their messaging and how that message is delivered or as the report portends quotThe brands of the future may have a greater duty of care to customersquotWhile most of the stats cited in the piece are UKcentric many of the trends may be extrapolated to other regions including the US Sociological shifts such as aging populations and changes in definitions of what constitutes a family sliding marriage rates and the number of people living alone are definitively different from past generationsRowley believes that marketers must take note and adjust He explains quotThe Office of National Statistics in the UK predicted that one in seven people will live alonequot he explains quotWe even appointed a Minister of Loneliness in 2018 The way that advertising has depicted families has been evolving We now see more ads with representation of multiracial and samesex family units I think you need to take this one step further and reflect on single individuals in terms of commerce products and even travel adsquotBodyquotThrive The Future of Wellbeingquot focuses as well on the real dichotomy occurring when it comes to physical fitness and health Even as we continue to face a real obesity epidemic there is a resurgence postpandemic of expansion of gyms and use of technology such as Smart Watches and IoT workout equipment including Peloton and Mirror to manage our physical healthWith all the medical advancements and tools that are now at our disposal to maintain health the likelihood is that we will live longer and more vibrantly into older age Meanwhile the economic climate certainly the current one will likely delay retirement and keep people of a certain age working These trends will need to be factored into marketing images and messaging which currently outside of a few categories likeamp160 pharmaceuticals and insurance amp160 are almost always geared toward the 2534 demo break even with audience targeting But Rowley says that can and should change quotThere are apparently 53 million working adults over the age of 50 in the US and only 13 of the images are geared towards themquot he says quotIt39s also clear to me that we need a rebalancing and a reappraisal of the demographic breakdown of our industry bearing in mind how representative older segments are of the general publicquotBiosphereAn area that continually impacts both our mental and physical health is our environment which will increasingly be a critical factor in determining the success or failure of economies Whether it39s the impact of a hurricane typhoon or drought the next COVID variant Avian flu or something else that we don39t yet recognize we are living through an age of biovolatility This age is being defined by a set of consumers that already expect brands to become partners in correcting for andor subsidizing sustainability effortsThe report lays out a structure for how brands can meet this challenge which includesEmploying persuasion to change behaviorTying sustainability to purposeUsing the product as an agent of changeEnsuring promotion and advertising is greenBuilding sustainable partnershipsRowley hopes that marketing practitioners take the time to read and truly grasp the implications and opportunities illuminated in the report quotThink of it as a tool in your toolbox or a weapon in your arsenal to raise issues which brands haven39t particularly considered especially when it comes to audience and demographic targetingquot he concludes quotTake it scale it use it and perhaps employ it to provoke your clientsquotYou may download a copy of quotThrive The Future of Wellbeingquot hereClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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OMG Examines the Impact of Brain, Body and Biosphere on Life and Marketing

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Jeff Minsky

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OMG Examines the Impact of Brain, Body and Biosphere on Life and Marketing

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