2019 Crystal Ball – Brands creating real action in 2019
With 2019 ramping up, expect new trends throughout the news, social media, technology and more. At APEX and ruckus digital we will be sharing our predictions on some of these trends that we think will define 2019 (or at least part of it).
Ella Singleton, director, creative strategies at ruckus Digital, shares her view on what will happen to brand campaigns this year.
There will always be those brands that are fast to co-opt the latest causes the media has rallied behind. They do it and are then either applauded, debated, despised or awarded (or usually a mix of all four) by consumers and industry peers.
But can brands action change for the good of our planet and humanity in 2019? Can they move things forward in a tangible, results-driven way, versus creating statements only to gain short term press headlines?
The question is what defines real action? What are results?
Is it a campaign that lives in the media? Is it a story trending in your social feed for a week? Is it a hashtag to rally behind and track conversation?
Is it increased sales first, or social change?
Historically, by positioning ‘change’ in that way has been counterproductive. Conversations driven by brands is great for awareness, but has it ever really changed policy or human truths and behaviours?
What it has done is spike insincere, ineffective social action and then inevitably exhausted the masses shortly after.
The shift in thinking for major brand players in 2019 is what I am beginning to see in my crystal ball, and I see inklings of it. Foundational change is being discussed at the top. Thought leaders are realizing what will and will not move the needle, for their business and social responsibility.
False pretense of action is in the past — donation matching, co-opting conversation etc.
Actionable and innovative thinking in a business model is the only way forward. For example, the coalition of some of the biggest players in CPG moving to a zero waste platform is going to revolutionize how other brands think and act.
How can brands move beyond the false pretense of action to drive real and sustainable outcomes? Well, let’s see.
Check out more of our Crystal Ball series to know what other trends to expect in 2019.