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Carat USA: Same Planet, Different Worlds 2018

It’s no secret that brands need to utilize culture to remain relevant and connect with consumers. But in today’s world, movements have become embedded in culture, it’s a part of consumers’ lives and has infiltrated all aspects of media. Brands simply won’t win by avoiding publicly dreaded topics as they have in the past; in an age of distrust, brands have to stand for something. But, just how willing are you to be culturally polarizing as a brand? Carat US’ Insights & Strategy team highlight on how brands can successfully balance their brand purpose and business objectives in a world that is becoming increasingly polarized.

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Carat USA: Same Planet, Different Worlds 2018

  1. 1. Same planet, different worlds: Why knowing your audience and purpose has never been more important for brands July 2018
  2. 2. Political, social and environmental discord is everywhere we look Same planet, different worlds 2
  3. 3. People want to be in the know about current events Trending platforms: Twitter 3 Trending searches: Google Source: Google, Barrons April 26th, 2017, http://www.adweek.com/brand-marketing/why-brands-lost-their-fear-of-controversy-and-got-political-in-2017/ Same planet, different worlds
  4. 4. 2018 Brands and media are starting to take a stand on political topics 4 Donald Trump Presidential Inauguration: January 20, 2017 Travel Ban: January-February 2017 Trump’s comments on Macron’s wife: June 2017 United the Right Rally: August 2017 (Charlottesville) Rescind DACA: September 2017 Trump cutting the acreage of two of Utah’s monuments: December 2017 Paris Climate Agreement: June 2017 Expedia’s ad about acceptance & globalization CMOs/CEOs of companies from Nike, Facebook, and Etsy release statements. Audi’s “#DriveProgress” Campaign CEOs of major brands such as Facebook, Google, and Adobe, spoke out against Trump’s decision Reebok’s ad about Trump’s inappropriate comments about Macron’s wife. Leaders of major companies leave the business advisory boards Trump had created. Patagonia comes out with “The President Stole Your Land” ad 2017 Jan 2018 Time’s Up Takes Over Golden Globes Feb 2018 Dick’s Responds to Stoneman Douglas High School Shooting by banning the sale of assault weapons May 2018 ABC cancels top-rated show following racist tweets from star May 2018 Starbucks closes stores at 2pm for racial sensitivity training AirBnB offers free housing to refugees. Same planet, different worlds
  5. 5. Consumers are demanding to know more about the values brands hold 5Source: SXSW Panel, Pepsi Talk 80% of millennials identify as belief driven buyers Same planet, different worlds
  6. 6. And are calling out brands they disagree with Same planet, different worlds 6Source: Google Trends
  7. 7. So just how divided are we? 7
  8. 8. Our political views are becoming more polarized Same planet, different worlds 8Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
  9. 9. Income inequality has grown over the past decades Same planet, different worlds 9
  10. 10. The expansion of digital has given a voice to the extremes Same planet, different worlds 10 1994 2004 TODAY
  11. 11. Digital drives proliferation of “news” Same planet, different worlds 11Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
  12. 12. Fake news has led to an erosion of trust Same planet, different worlds 12Source: Statista
  13. 13. Which has an effect on what we trust Same planet, different worlds 13Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/ LIBERALS CONSERVATIVE
  14. 14. And who we trust Same planet, different worlds 14Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
  15. 15. 3 Key takeaways 15
  16. 16. 3 Key takeaways Same planet, different worlds 16 Be authentic • Pick issues that connect to your brand • Walk the walk • Never try to play both sides of an issue Do your research and be prepared • Utilize experts - Gravity, CMI, #SeeHer GEM™ • Be prepared for the vocal minority - Have influencers, other brands, and celebrities that can come to your defense Know your consumers • Leverage data to understand who your consumers are - What, where, and why • Try to rally around issues that your consumers care about • Consider picking topics lower on the controversy scales if you have a mass appeal brand
  17. 17. “If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.” Bill Bernbach 17
  18. 18. Carat USA 150 East 42nd Street New York, NY 10017 Carat.USMarketing@Carat.com