Brands Archives - The NOW Gen

Brands

New Year, New Trends

December 21, 2022

As the year ends, we expect what 2023 will bring. One of the things that marketers are constantly trying to beat is the upcoming trends. And this time is no exception.

Many trends forecasted for 2023 are similar to this year’s novelties. From an increase in influencer marketing, Artificial Intelligence implementation, and sustainability, next year promises to be filled with innovation in practices that we already know.

If you want to get ahead of the curve, read along to learn more about what is predicted in the marketing industry.

The Proliferation of AI and Automation

We look ahead to 2023 and the proliferation of AI and automation. Artificial Intelligence can automate mundane tasks, giving marketers time to focus on creative strategies. Marketing professionals can also use AI to identify customer segments, craft targeted campaigns, and track analytics.

According to an article in Forbes, AI marketing is a way to facilitate improving the customer journey. AI-driven marketing can create highly personalized experiences that enhance customer engagement. In addition, automation tools help marketers to send timely and relevant customer messages and make it easier to measure campaign performance.

AI and automation are becoming increasingly important tools in marketing, and companies should embrace these technologies to maximize the effectiveness of their campaigns. As we move into 2023, embracing AI-driven marketing will become a competitive advantage for businesses that want to stay ahead of the curve.

The Rise of Influencer Marketing

In the marketing world, influencer marketing is one of the most powerful tools. Influencers can reach large audiences and influence their opinions, making them incredibly valuable to brands looking to get their message out. This trend has been on the rise for some time now, and it’s only expected to continue to grow in popularity.

The benefits of influencer marketing are clear. It’s cost-effective, requires little effort, and can generate significant results. As a result, it’s no surprise that influencer marketing is expected to be one of the biggest trends in marketing in 2023.

Brands must remember that influencer marketing can be a powerful tool, but it’s not without its challenges. The Harvard Business Review evaluated the value of influencer marketing in an article. One of their conclusions was that when selecting influencers to collaborate with, brands should look at their follower base, frequency of posts, and if they share similar interests.

Despite these challenges, influencer marketing will remain a top trend in 2023. Brands should consider leveraging influencers to reach new audiences and build brand awareness. By keeping their campaigns simple and focusing on creating quality content, they can maximize the potential of this powerful marketing tool.

The Growth of User-Generated Content

The marketing landscape is rapidly changing, and businesses must stay on top of the trends to stay competitive. One trend that looks to be gaining traction in 2023 is user-generated content (UGC). UGC is content created by people, such as customers, fans, or influencers, that companies use to promote their products or services.

As customers become savvier, they’re looking for real-world experiences they can trust. User-generated content provides an authentic and reliable source of information for brands to build trust with their customer base.

According to an article by Buffer, the real value of UGC lies in its authenticity. UGC also allows businesses to leverage their customers’ creativity and amplify their message. Content produced by influencers and customers can help companies reach new audiences and increase engagement.

The Power of Video Content

Video content has become increasingly popular for marketers looking to capture the attention of their target audience. With the exponential growth of platforms such as TikTok and Instagram, it is expected that as more people become comfortable with streaming video and technology continues to improve, the power of video content will continue to increase.

The Act pointed out in an article that technological advances have made it easy for businesses to create video content. Fortunately, the same technology has also made it incredibly convenient for people to consume video content.

From videos on social media to complex video ads, this type of content allows businesses to showcase their products and services engagingly. Marketers should also consider creating video tutorials or webinars to educate their audience on specific topics. In addition, video content can be used to build a personal connection with your audience, thus making it easier to sell products and services.

As video content continues to evolve in 2023, marketers should use this powerful medium to reach their target audience. By using videos strategically, businesses can capture the attention of their viewers and increase organic search traffic. Keep it simple and focus on delivering valuable content to help viewers understand your products and services.

The Importance of Personalization

As technology continues to evolve, the way we market and reach our target audiences is also changing. One of the most important trends is the emphasis on personalization.

Personalization involves tailoring your marketing messages and content to your audience’s interests and needs. This type of marketing enables you to deliver more relevant content and products that are better suited to your target customer base. Doing this can increase engagement, build trust, and create loyal customers.

You can use data-driven techniques to learn about your audience’s preferences. This will help you create content that resonates with them and encourage them to take action. You can also use social media personalization to target specific audiences.

Personalization can also help you optimize your website, giving visitors a better user experience. By providing targeted content personalized to their needs, you can make it easier for visitors to find what they’re looking for. This will make them more likely to convert into customers.

It’s important to note that personalization isn’t just about delivering targeted messages and content. It also involves creating meaningful connections with your customers by providing excellent customer service. Personalizing your customer service efforts allows you to show customers that you care about them and are willing to go the extra mile.

Overall, personalization is essential for staying competitive in the ever-changing marketing landscape. By taking advantage of this trend and implementing it in your marketing strategy, you can reach new heights in customer engagement and loyalty.

The increasing use of AR/VR Technology

The marketing landscape is constantly changing, and the trends for 2023 are no exception. One of the most prominent trends for this year is the increasing use of Augmented Reality (AR) and Virtual Reality (VR) technologies. This trend has been growing steadily recently, but it looks to explode in 2023 as marketers realize this cutting-edge technology’s potential.

AR/VR technology has a wide range of applications in marketing, from product demos and virtual showrooms to interactive ads and digital experiences. According to an article by Smart Insights, this technology can provide immersive experiences that engage customers and offer a unique opportunity to demonstrate products and services. It can also measure customer engagement and behavior, allowing marketers to tailor their campaigns and messaging more effectively.

In addition to increasing customer engagement, AR/VR technology can also be used to collect valuable data about customer preferences. By tracking customer behavior, marketers can gain insight into what content resonates with their target audience and decide their strategies accordingly.

As marketers embrace AR/VR technologies in 2023, we’re sure to see some exciting developments that will revolutionize how we interact with customers. Keep an eye out for these changes, as they could boost your marketing efforts.

The Shift Toward Sustainability

As we move into 2023, marketing trends shift towards sustainability and simplicity. In an increasingly digital world, it is becoming more critical for companies to focus on creating marketing strategies that are not only effective but also sustainable.

Marketers should also keep in mind the importance of sustainability. Consumers are more aware of the environmental impact of their purchases and want to know that the companies they support are making an effort to reduce their carbon footprint.

Companies are responding by creating campaigns that promote eco-friendly practices, such as using renewable energy sources or sustainable packaging materials.

In 2023, marketers should focus on creating simple and sustainable campaigns. According to the Forbes article “A Brave New Marketer: Rising To The Challenge Of Sustainability Communications,” brands should focus on the most relevant issues for their company. Only some of these trends will make sense for your brand, but you can find inspiration.

Overall, these trends should work for your brand rather than the other way around. Therefore, we invite you to evaluate and consider these 2023 trends for your next strategic marketing plan; without a doubt, they will help you position your brand at the client’s top of mind.

Are you adapting any of these brands in your 2023 strategy?

Brands

Millennials Splurge for Nostalgia

Neiby Rodriguez

November 18, 2022

Many Millennials have been accused of being overly sentimental. They are said to live in the past, holding onto childhood memories instead of allowing themselves to adapt and evolve. But what if this is a good thing?

Nostalgia is a bittersweet longing for the past. It can be described as sadness and wistfulness that often accompany childhood, home, and family memories. Nostalgia refers to a yearning for simpler times or the good old days.

We can feel nostalgia for a place, period in time, objects, or experiences. Usually, people get nostalgic at least once every week.

Retailers can use nostalgia as an opportunity for growth. Nostalgia creates joy and comfort, encouraging people to spend more money. Retailers should consider creating nostalgic experiences to boost sales among their Millennial customers.

According to Brandtellers Studio, “Nostalgia marketing consists of using products from the past for the current strategy, awakening the feeling of homesickness in consumers, through the creation of an emotional connection.” These sentiments are crucial to create an emotional bond between the brand and its consumer.

Whatever it is that makes Millennials feel nostalgic, there’s no doubt that this generation has a strong affinity for things from days gone by. This can be seen not only in their spending habits but also in their style preferences.

What’s the deal with Millennials and nostalgia?

Nostalgia is a powerful force, and Millennials have it in spades. Studies have found that Millennials are “the most nostalgic generation” as they grew up in the internet age. Exposure to so much information on social media and online certainly has its benefits. Still, it can also lead to anxiety over missing out, which leads some people to seek comfort in their pasts.

Millennials are spending more than ever on retro products like vinyl records and typewriters because of this desire for nostalgia, according to this research from Nielsen.

Does nostalgia have a positive impact on brands?

Nostalgia is a persuasive marketing tool. It’s a way of connecting with people and making people feel good about themselves. Marketers can use nostalgia to sell products and services.

This is why brands that have been around for decades are still popular today. They tap into our nostalgia for simpler times and remind us what life was like.

When brands remind people of a past pleasant experience, there is a higher chance of making them feel comfortable and connected. A recent article by Spiralytics mentioned, “People buy certain products that connect them to their childhood because they can keep these items to help the memories stay alive.”

Ways in which your brand can incorporate nostalgia

In a Forbes article, it was stated that nostalgia marketing reaches millennials better than other strategies. “The best campaigns are timely and relevant but must also be authentic with a strong emotional hook to capture the heart.”

Perhaps you are currently considering how to include nostalgia in your brand’s marketing strategy. There are a few ways you can do that; below, I will list three ways.

The first thing to consider is your audience and relevance. You need to understand what customers are looking for in your brand. Millennials are looking to connect with brands like they used to. Being authentic will help your brand stand out as relatable.

To boost sales, you must consider how your products can be sold as nostalgic experiences. By creating an immersive experience that gives customers a sense of belonging and creating a sense of nostalgia, you can increase customer loyalty and make them feel like they’re experiencing something special.

Bring back products or services but with a twist. Create urgency for consumers by reminding them why the product is unique. This goes hand in hand with learning from your audience. Listen to what they miss from your brand, and bring it back.

In conclusion, nostalgia is a powerful force in the lives of Millennials. Brands can take advantage of this by creating nostalgic experiences that appeal to this generation’s love of memories. Emotional strategies like this one have proven to be successful time and time again. Nostalgia is stronger than ever, and your brand will be too.

Brands

What Customers Want: Value Proposition

Neiby Rodriguez

October 21, 2022

The key to success in business is knowing what your customers want. This knowledge can help you create products that make people’s lives better, more enjoyable, and easier to manage.

A value proposition statement is the differentiator element that determines whether people will bother learning more about your product or hit the back button. The value proposition is a crucial piece of the puzzle regarding converting visitors into customers.

An industry research study by McKinsey & Co first mentioned the term value proposition in 1988. Its meaning was “a clear, simple statement of the benefits… that the company will provide, along with the approximate price it will charge each customer segment for those benefits.”

A great value proposition will make you stand out from your competitors, but it’s not just about being different. It’s also about ensuring that what you’re offering provides real value to your audience and aligns with their needs and wants to drive sales over time.

When someone comes across your website and lands on your homepage, they’re probably looking for a reason why they should buy from you instead of someone else. If you can’t provide that reason, the person will go elsewhere.

What is a value proposition?

A value proposition is a statement that describes what your product or service does and why someone should buy it. It’s also why you are different from the competition, which can be a decisive advantage in business.

The unique value proposition of your business is what sets you apart from other companies in its industry. While simplicity is best, you should put a lot of thought into developing the best value proposition for your brand because it can affect your sales figures.

Essential factors for a brand’s value proposition

There are some factors to consider when creating a good value proposition, according to a recent article by Pipedrive. “Sell your product’s benefit, set yourself apart from competitors, choose the right language and make it clear.”

If we follow the previous model, you first need to address the benefits of your product or service to write the value proposition statement for your brand. A value proposition explains what your product or service does, what needs or problems it serves, and why someone should buy it.

The key to writing compelling value propositions is knowing your consumers’ pains. First, you must understand what customers are looking for and how they want it delivered to meet their expectations. Knowing this will help you present your brand as the better option.

The next step will be to set yourself apart from competitors. Brand positioning is crucial to reach the right audience and be perceived as their best option. In addition, your value proposition will have a more significant impact if you set your brand apart from the rest.

Your brand is more than just your product or service. Using it to your advantage won’t be difficult if you have been working on positioning your brand. An article from The Branding Journal describes it as “creating brand associations in customer’s minds.”

Last but not least, the way you present your brand’s value proposition is so important. Using the correct language can ensure that your audience can understand your statement.

Value proposition is a powerful way to communicate your unique value as a brand and why someone should buy your product or service. It’s also one of the most important factors in business success. Hence why using the correct language goes a long way.

Value proposition statements don’t have to be extensive. Using a few powerful words that convey your message might be better than a lengthy statement. These words can be adjectives that describe your brand specifically in a transparent way.

A straightforward statement is crucial to remain in your consumers’ minds. As the saying goes, less is more, especially when conveying a convincing value proposition for your brand.

So, having a value proposition statement is crucial to positioning your products and services. This statement can even aid your brand in being top of mind for your target audience.

A few things to remember are: products and services are not always a brand value proposition, and value is subjective to each consumer.

Your brand’s value proposition can be more about your brand as a whole than just about a singular product or service. You are on the right track if you clearly state what your brand stands for.

Value is subjective to your consumers. Therefore, your value proposition has to be an educated statement based on your customers. Our last blog post mentions that data is crucial to better understanding your audience. This will also help you provide content they want to consume.

A good value proposition can make all the difference in the world regarding business success!

As we mentioned earlier, the value proposition is what converts visitors into customers. It’s one of those things that can set you apart from your competition. So, if you want your company or product to succeed, ensure you have a strong, well-oriented, and customer-centered value proposition.

Brands

Customer Experience: Is All About Relationships

Neiby Rodriguez

September 28, 2022

Most businesses know about customer experience (CX) strategies. They know they should be doing something but don’t know what. They might have an annual CX strategy meeting to discuss how their brand could improve CX. But, unfortunately, there’s often little follow-through.

In reality, improving customer experience is not about creating a strategy or developing a list of actions to enhance mentioned experiences. Instead, it’s about creating an organizational culture where everyone in the company understands why customers are important and how we can cultivate relationships with them in every interaction.

You must remember that customer experience, or CX, according to Econsultancy, is the sum of all customer interactions with a brand. In other words, the relationship between a company and its customers. Leader CX brands keep their customer at the center of everything they do.

We live in a new digital age, and the NOW generation expects instant gratification and a great customer experience. Today’s consumers are looking for brands to connect with through various channels, is your brand searching for this connection?

Brands have focused on attracting mass traffic to their virtual storefront. In this technologically advanced era, there is nothing wrong with creating a great digital experience for your customers, but having a good relationship with them is also essential for your brand.

You may have some customers who love your company. Do you have a relationship with them? For a connection to be successful, both parties must be willing and able to work on building the bond.

According to QualtricsXM, customer experience isn’t something you can control entirely from your end because customer interactions define their experience. Then, we can optimize the parts of CX that we can handle by understanding your audience and their needs, values, and behaviors.

To create experiences that build relationships and inspire loyalty, companies must listen to and engage with their customers throughout the journey. The first step is listening to customers, not just at the beginning of their experience but throughout it.

In our last blog we mentioned: “When you have a consumer relationship, they’re more likely to stay with your brand and recommend it to others.” This is because connecting with them will make them feel part of your brand’s community and hence be loyal to your products/services.

Listening to your customers will make a difference in your brand’s growth because it will help you reach your audience better. Plus, listening to and taking customer feedback into account helps brands improve.

As HubSpot’s article: “What is Customer Experience?” mentions, the more contact with your customers, the more you will be able to give them an exceptional customer experience.

Another critical step is to remain consistent throughout channels. People like to connect with others through different media for different reasons. So, continue listening to your consumers and reach them through their preferred channels. This will make your brand go from being intrusive or annoying to meeting the customer where they feel most comfortable.

Customer experience goes beyond strategies, digital expertise, and customer service. Relationships with your customers will open a broader way to connect with them and could potentially transform your brand’s CX.

This series of actions have been gaining momentum in recent years, but there are still so many things companies can do to improve how they interact with their customers. If there’s one thing we know for sure, it’s that when companies get better at creating incredible experiences for their customers, they tend to see better results than their competitors who don’t focus on these areas as much or at all!

Brands

Advantages of Consumer Relationships

Neiby Rodriguez

September 12, 2022

The relationship with your customers is a topic that’s been getting more attention in recent years, and for good reason. Developing strong customer relationships can lead to increased customer loyalty, better customer engagement rates, and higher sales numbers. This article will explore some of the most important benefits of consumer relationships and how they can help your business grow by improving your relationship with customers.

Having a relationship with your consumers is the best way to grow a community for your brand. This is something that the NOW Generation values. Having a community where consumers can interact with each other and brand ambassadors or representatives. The benefits for customers of developing relationships with brands include customer loyalty, better customer service, and positive word-of-mouth promotion. Plus getting to know your segment on a deeper level.

As a business owner, you know that customer service is crucial to your success. It’s important for you and your team members to be able to provide the best possible service in order for consumers to want to do business with you again. With customer relationship management (CRM), however, it’s easier than ever before for customers and businesses alike to interact with each other in ways that were never possible before.

According to Forbes, CRM’s core function is to collect data that helps businesses understand and communicate with customers. This basic management tool can open pathways to having great relationships with your consumers, and learning about them and how they connect with your brand. Besides increasing business profits.

It’s important to consider the benefits of CRM in terms of a company’s bottom line. The most obvious benefit is increased brand loyalty, which in turn leads to more positive word-of-mouth promotion and brand awareness. Some companies estimate that customer retention rates can increase by 25% when they implement a CRM strategy.

In addition, having an extended relationship with customers can help you better understand their needs and wants as well as their preferences for products and services, allowing you to better cater to them in the future. When you have a consumer relationship, they’re more likely to stay with your brand and recommend it to others. This is because they feel like they’re part of a community that shares the same values as them.

According to a recent study on customer expectations, 79% of consumers consider personalized service more important than marketing. Consumers want to be known and treated like so. Especially if we look at minority groups we can find that a feeling of belonging allows consumers to become loyal to a brand.

When consumers are loyal to a brand, they can make it easier for you by buying from you again in the future. They’ll also be more willing to refer your product or service to others who may need what you have.

Engagement is a two-way street. Customers need to feel like they are being heard, and businesses need to make sure that their customers feel valued. When customers know they’re being listened to, they are more likely to make repeat purchases and recommend the brand.

In addition to this effect on sales and loyalty-building efforts, engaging with your customer base also has other benefits such as increased employee engagement (for example by sharing positive feedback).

The bottom line is that customer relationships are beneficial to both customers and businesses. Businesses can improve their marketing and sales efforts by engaging with their customers, while customers will receive better service and personalized offers in return.

Blog

This is Why Brands are Using NFTs

Neiby Rodriguez

August 24, 2022

By now, the amount of talk about non-fungible tokens (NFTs) has reached almost everyone on the internet. There are some things to note about NFTs; today, we will cover some of the things that make them relevant.

Let’s begin by mentioning that NFTs are invaluable; however, at the same time can be purchased and sold. They are unique like diamonds in that no two NFTs, or diamonds, are exactly alike. This is what makes them desirable: uniqueness and scarcity.

A big plus of NFTs is their transparency. Not only are they transparent because they are literally digital, but there are traceable. No matter how many times whoever purchases it, the original owner will be able to track it because of their smart contracts.

An article by The Art Newspaper stated that these smart contracts in NFTs ensure their uniqueness and that the digital assets remain undivided and non-replicable.

It wasn’t long until relevant brands started to use NFTs, which is simple: this is the future they are creating. We are currently moving from an experimental to a more mainstream approach.

According to an article from Zeno Fine Art, “2021 became the year of the NFT, and there was a huge explosion and surge in NFT supply and demand.” This journey began in 2012 with the creation of the first tokens, and big brands started to get involved in the last couple of years.

So, what can we expect from NFTs in the future? First of all, they are here to stay. As we mentioned in our last blog about the Metaverse, they are the future of the internet experience as we know it.

And this is because the NOW Generation is involved in real and digital experiences. NFTs play a big part in this because they allow consumers to purchase a digital representation of an original asset. In other words, they can represent art, audio, video, virtual real estate, virtual worlds, fashion, and so much more, making NFTs important to brands.

Consumers worldwide seek the best experiences, from instant gratification to exciting assets. NFTs are a great way to give consumers a unique experience that will put your brand ahead of the competition. Also, brands must stick to NFTs that are akin to them.

Using NFTs to increase brand awareness needs to be specifically curated for the consumer community of the brand. This means that to continue to bring awareness, brands need to know how their fans perceive them and use NFTs to grow this recognition.

As Web3 settles in, the interaction between consumers and brands will shift. NFTs are essential to maintain and improve these relationships. This innovative aspect of the virtual world can open opportunities to connect with consumers. It is not just about digital items, a digital community for a brand’s biggest fans.

NFTs are relevant to the NOW Gen. Thus, brands will continue incorporating them into their digital marketing strategies. They are a new connection bridge between high-value customers and the brand products and services.

The expectations for the NFTs are still developing. We can’t be a hundred percent sure of what the future holds for these virtual tokens. However, how we virtually connect is changing, and brands must stand on the leading edge of these trends to remain relevant.

Is your brand looking into the future of NFTs? What is your strategy to be part of this trend?

Brands

Metaverse: The Future is NOW!

Neiby Rodriguez

August 10, 2022

There’s a lot of buzz about the Metaverse. But, what really is this new cyberspace, and how far are we from fully joining it? The term “metaverse” was first mentioned in 1992 by Neal Stephenson in his novel Snow Crash; it referred to a three-dimensional virtual world where people interacted with computer-generated avatars. Sounds familiar?

According to an article from Wired, the word metaverse can be used interchangeably with “cyberspace.” Because just like Stephenson described it 30 years ago, the metaverse will be a different way to experience the cyberspace we currently surf.

Today, the metaverse is somewhat accessible to us through videogames like Fortnite or Roblox, on which you can participate in group activities, like missions that are part of the game or even concerts in these virtual worlds. However, the future metaverse will house ways to work, shop, play, and any other activity you could think of.

First, we need to understand that the metaverse is not only one thing or place that will come, but rather a mixture of many different ways to experience the future of cyberspace. This so-called 3-D web seamlessly sets in with various prominent companies putting their brands and money on it. The fast pace of these investments means that great things are coming.

We must also remember that these kinds of shifts, in the way we experience life, happen every few decades. And with change comes the opportunity to enhance these new experiences.

For example, in the previous decade, we could never imagine using the internet for more than just finding information or communicating with coworkers via e-mail. Now we have a constant flow of content beyond simple texts or e-mails. We have applications full of video content, graphics, video calls, and much more that we can experience on the internet.

Online spaces are a complement to our lives. We share our life experiences on social media, interact with others, and consume creative content online. Although we didn’t believe this would be possible, we can instantly connect with many other people through the internet, and it has become an integral part of life and communication.

Matthew Ball, the author of The Metaverse: And How It Will Revolutionize Everything, forecasts that the evolution of the virtual trend will move from being a depiction of our lives into a place where we’ll exist. This means that besides everything we can currently do online, we will be able to be present in this new cyberspace simultaneously.

Although it will still take some time for the Metaverse to be fully adopted, leading brands are already taking steps toward marketing in this new space. As mentioned above, the metaverse will bring change to more than one aspect of life, including marketing and how marketers target their audiences.

According to a McKinsey article on the metaverse, now is the time to open our minds to test and learn. The best way to adapt to new experiences is by learning, and when something is so brand new, there isn’t much more than trial and error to understand what works for your brand.

The NOW Gen is looking at the metaverse as today’s top-notch innovation. Consumers are eager to find and experience brands’ innovation in the metaverse. As marketers, we must aim to deliver innovative consumer experiences for the metaverse, the direction is marked, and the limits are expanding more and more each day.

Brands need instant gratification and cutting-edge experiences for consumers. Our duty as professional marketers is to stay at the forefront of innovation, and the metaverse is just the beginning of a myriad of brand growth and innovative opportunities.

Blog

Beating Stereotypes: Diversity and Inclusion for the NOW Gen

Andrea Castillo

June 8, 2022

There is a lot of talk about diversity, equity, and inclusion going on globally. This isn’t about fitting the global trend to our companies but joining the NOW generation in this matter.

In previous blog posts, we have addressed this global issue, and it continues to be an essential topic for the NOW generation. NOW Gen brands are in the middle of this conversation and are focusing on making a real change.

“NOW Gen brands have a unique opportunity to change history with respect to diversity, equity, inclusion, systemic discrimination and racism, just like they are changing history by moving us into the digital age, but without DEI transformation, digital transformation won’t be any transformation at all.”

In a recent SXSW panel titled “Beyond Black Stereotypes: Redefining Black Fatherhood,” Kendricks Thacker shared some insights about what needs to be done to incorporate better DEI practices. He said that brands couldn’t just start talking when convenient, especially when they wade into topics they never previously championed.

“Don’t say nothing, if you haven’t said anything before,” Thacker said. “In those cases, the best a brand can do is listen, and donate their platforms to voices that understand the issues.”

As Thacker mentioned in this panel, to overcome the stereotypes of adapting DEI practices incorrectly, we must first learn to listen to those in the middle of the issue and understand their movements. We must not act before we think because DEI is not a vane issue and its impact on our society goes beyond participating as a brand or not.

With change comes trial and error; it will be utopic to believe that just making one change will forever change the global conversation. However, making this kind of amendment will often make us face errors. For example, DE&I has been one of the main focuses for many global companies for a while now. And although inclusion is vital to this global change, the mistake we are making is stereotyping that inclusivity. So from being stereotypical in the ways we present our DEI to making inclusion a stereotype.

In the case of DEI, stereotypes are fogging our judgment and blinding our inclusion. We are so used to boxing people according to their race, gender, religion, and even their jobs that we see individuals as groups of people. Stereotypes have been known to humans for a long time now, and much work has been done to eradicate them in society, but the truth is that stereotyping is more natural to our minds than we can imagine. We could blame heuristics for this, but the truth is we can all do better.

Heuristics, where stereotyping begins, are useful mental shortcuts that help us navigate life. These rule-of-thumb strategies help us shorten decision-making time and allow us to function without constantly wondering what needs to happen next. Overall, heuristics is a fantastic tool called “common sense,” but the downside is that it can lead to inaccurate judgments or biases, like stereotypes.

Theoretically, we should replace stereotypes with actual knowledge. Realistically, stereotypes are seldom challenged unless something creates a reason to change them. But this current DEI issue is a practical reason to make an effort to break from assumptions and demolish stereotypes. As Now gen brands encounter these roadblocks, they must stick to their DEI efforts and strive to make changes happen.

“The past year has shed light on what many people already knew: Much of the onus (obligations) of diversity, equity and inclusion was on the appointed DE&I leader, who historically often worked in isolation to carry out these objectives.”

In short, as companies, we must find ways to set objectives to beat stereotypes and be more inclusive. Still, we must learn to hear those affected by the situation and work together to impact how they are perceived in society positively. In the eyes of The NOW Generation, being inclusive speaks volumes, and as the saying goes: actions say more than words.

Blog

Talk is Cheap: Consumers Demand DEI Action

Andrea Castillo

February 2, 2022

NOW Gen consumers want more than lip service from brands when it comes to DEI and anti-racism efforts.

DEI stands for Diversity, Equity, and Inclusion, and lots of people are talking about DEI. People talk about DEI in boardrooms, in schools, on TV, in movies, on the radio, in science, in sports, in journalism, in literature, and, of course, in marketing. DEI talk is literally everywhere, which is a good thing, but talk is not enough.

What is DEI?

In breaking down DEI into its parts it’s useful to start with a metaphor. Imagine the world as a big dance, like prom or homecoming. Diversity means that everyone is invited to the dance. Equity means that everybody has an equal opportunity to dance, and Inclusion means that everybody is able to contribute to the dance’s playlist. Pretty simple and if it was implemented as easily, the world would be a happier place.

Diversity in marketing means that different voices are heard and that each group is spoken to. In an age where personalization is increasingly more important, consumers really don’t like to be sent messages that aren’t applicable to them, and, on the flip side, consumers are more likely to respond positively to brands that portray the groups they’re a part of in a positive way. Diversity means that everyone can find themselves and people like them represented.

Equity means that within this wide group of diverse people each different identity and every perspective is treated equally. It means that not only is everyone represented but that within this framework each group has an equal opportunity to participate, and that each voice and each experience is valued equally.

Inclusion is pretty literal and Inclusion is where the real action happens. It means more than just that everyone is equally represented. It means that all voices and all perspectives are included. Inclusion means that different voices and different perspectives are actively sought out, listened to, and incorporated equitably. It means that the myriad identities and perspectives of all consumers play an active role in development and decision making and pushing conversations about the things that matter to people further.

Why DEI is important

There’s two simple reasons why DEI is important: it’s good for the bottom line and it’s the right thing to do.

Research is basically unanimous that consumers want more diversity. According to Facebook IQ 71% of NOW Gen consumers expect brands to promote DEI in their advertising. According to Microsoft 70% of Gen Z consumers are more trusting of brands that show diversity. A study conducted by The Female Quotient, Google, and IPSOS found that 64% of NOW Gen consumers took some action after seeing an ad that incorporated DEI. That same study found that 69% of Black consumers were more likely to purchase from a brand whose ads positively represented their race, and that 71% of LGBTQ consumers were more likely to click ads that authentically represent their sexual orientation. Furthermore, 75% of Gen Z consumers will end relationships with companies that run ad campaigns perceived as macho, racist, or homophobic. These statistics pretty much speak for themselves, and the trend is that DEI is only becoming more important to consumers.

DEI goes beyond consumerism. DEI is about social justice and building a society in which all people are treated equally, where everyone feels safe and where everyone feels they have the opportunity to achieve the things they want. DEI is also about curing the very real harms of systemic racism. Still, in the United States of America in the year 2022, more than half of black and brown consumers report that they have felt discriminated against in a store. There is simply no reason to justify this and brands should be doing everything in their power to change it. When you add the statistics about how consumers are demanding that brands use their power to support DEI, there is simply no reason for brands not to be leading the way in helping create a more equitable and inclusive society. As James Baldwin once said: “And once you realize that you can do something, it would be difficult to live with yourself if you didn’t do it.”

Why Talk is not Enough

While it is undoubtedly important that brands send the right message to their consumers and their communities by speaking out in favor of DEI and against racism, talk is not enough. In the wake of the protests following the brutal killing of George Floyd, many brands made promises about their commitments to DEI. People are not going to forget these promises. Consumers want brands to make measurable DEI commitments. They want brands to ensure that their teams and suppliers reflect the community that they serve and that diverse voices are made a part of the conversation. They don’t just want culturally sensitive and culturally informed messaging, they want customer intimacy, they want concrete action, and they want to see change. Soon DEI is going to be part of every conversation, and if brands are talking the talk without walking the walk, people are going to notice.

Brands

Turn your Brand’s Experience into Revenue

Neiby Rodriguez

November 4, 2021

Remember Cat Stevens’s “Wild World” song? A “wild world” describes the industry today as capturing consumers’ attention becomes more challenging than ever.

You only have seconds to win against the scrolling.

Competitors are everywhere. It’s a battlefield.

What’s your game plan?

According to Salesforce’s “State of the Connected Customer” report, 63 percent of consumers will pay more for a great experience, and 72 percent will share those good experiences with their friends. In other words, companies with a customer-centric experience incorporated into their sales journey have greater revenue than the ones who don’t.

If you want to get started with immersive experiences for your brand, it is essential to know your product or service’s purpose and integrate it holistically into your target customer’s daily life.

The way customers see technology is changing dramatically. They are ready to embrace new tech products and services in their daily lives, not because they are considered “cool,” but because they can creatively solve challenges faced every day at work, in school, and at home.

But how?

AI, 3D, and immersive experiences are excellent tools for improving eCommerce KPIs. It’s why every day we see CPGs and the biggest brands in the industry investing in immersive innovations. For example, IKEA’s implementation of Augmented Reality in its App IKEA Place, allows users to virtually test their products and furnishings at home and buy the products in the App. This experience had led to an eCommerce sales boost of 43 percent this year.

If you want to increase your company’s conversion, try using AI to educate and demonstrate to your customer the product which suits their needs. For example, Nike developed “The Nike Maker Experience,” which, with the help of AI, lets users customize and create a pair of Nikes and have them ready in only a few hours! Exceeding customers’ expectations in innovative ways leads to better engagement rates and shareability.

AI also helps reduce bounce rates. Social media and over-exposition have decreased human attention spans to as little as eight seconds; a short time for your brand to highlight your products, and even worse if there are unlimited amounts of information and content that can overshadow your brand. Still, when it comes to AR experiences, 50 percent of users spend more than two minutes of interaction. Using AR in rich media or on your website will win you time to show more about your brand and product, and if your experience is engaging, you can get potential customers from existing customers through “word of mouth,” turning more leads into even greater sales.

Immersive technologies are now considered new interfaces and are the perfect tools for brands to deliver one-of-a-kind experiences that resonate with customers. Discover the latest information in our White Paper, “How Giant CPGs Will Handle Marketing Challenges in 2022” Inside, you will discover a variety of experiences and ideas CPGs are applying to their marketing strategies to win in 2022. Read it for FREE here: (https://121corp.com/white-paper ).

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Beating Stereotypes: Diversity and Inclusion for the NOW Gen

Talk is Cheap: Consumers Demand DEI Action

Turn your Brand’s Experience into Revenue

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