The immersion in the digital environment has been shaping all media. Therefore, the speed and the way of consuming information and the construction of opinions has also been changing. Our society is more alert and uses its power of choice to, effectively, search for a purpose. But how do these variables connect with businesses?
It is a fact that, nowadays, brands perform pivotal roles in society, roles that go beyond just offering a good service or product. They act as agents of transformation, set trends, and are actors in the generation of impact. Because of this, “the ambition of companies should be guided by something that produces value and develops the market”, this is what Bernardo Miranda, a Partner and Head of Falconi North America points out.
Given this reality, to adjust to a way of analyzing, of looking the consumer´s journey from their point of view, and help put them at the heart of the process, is fundamental in order to understand how to offer the best possible experience. “We must forget about online and offline, regardless of the business, there is no longer a world where those concepts are separate. Nowadays, for the consumer it´s all the same, and to set apart one or the other will make you lose efficiency and, therefore, quality and impact”, states Ricardo Dias, founding partner at Adventures.
Creativity and generation of impact
Creativity has always been a fundamental quality in the communication industry, but, nowadays, other skills, the so-called Soft Skills, have become essential in the most diverse areas, since they are the basic commodity to drive innovation and work together with the generation of impact. These skills include: analytical and critical ability, having initiative, originality, rationality, entrepreneurial spirit, and problem-solving.
“I believe that creativity is an important asset, it is the currency that can make you provide more impact to the consumer and generate better results for the business“
Nowadays, cultural transformation, the breaking of paradigms and new technologies are constantly being conceived in new business models. So, it is important that these stages be aligned with consumers´ journeys and experiences. In this way, a characteristic that must always be present in businesses is the alignment of incentives, as well as other aspects that contribute for a culture that is open to innovation and that stimulates the creativity of teams.
Collective creation is one way to achieve this, as environments that foster collaboration and teamwork are more prone to promoting innovation. Stimulating group ideas and bringing talents together generates more positive impact. Following market trends and thinking of how they may be connected to your business, is another relevant issue. Innovating is also related with looking at other industries to understand what is positive and what isn’t. Besides, every innovation has a motivation that pushes it forward. So, having well-defined goals and good visibility of the results, helps establish more agile strategies and more assertive methodologies for the brands.
“In the future, specially in Brazil, innovation and the speed of alignment to incentives will be fundamental for the advertisement market to keep on growing and making what it does best: creativity“
ESG and sustainability: a partnership that is only beginning
The changes of habits that have been taking place in the last few years show us how the act of rethinking our lifestyle and our consuming habits has become essential issues. When we understand the importance of a conscious consumption and of carrying out practices that are good for the environment, we are also able to comprehend that our choices can make a difference in the world. And when discussing sustainability in corporations, it is no different.
In the market, this issue has been gaining strength. Little by little, more business strategies are being conceived in a conscious way, trying to reduce environmental degradation and motivating the reuse of resources as, for example, in the circular economy. What is more, practices that take into consideration human rights, social inclusion, gender diversity, transparency and sustainable leaderships have also been on the rise.
The trend is that business sustainability (a group of actions or processes focused in more conscious and responsible practices) as well as the pillars of ESG (environmental, social and governance), corporate development focused in environmental, social and governance improvement, become part of the DNA of corporations, thus impacting from primary aspects of the operation all the way to the consumer.
“If a company embraces sustainability, it has to do it all in. Sustainability has to be believed in and it must be part of the company´s reason for being. It can´t just be something to help the company sell more”
“ESG is still a very novel concept, many people are still trying to figure out how to transform it into a fortress. It is something that, from now on, companies will have to embrace and not hide”, Dias remarks, pointing out to the importance of having metrics and a collective consciousness, especially in countries like Brazil, where the private sector has a relevant role in promoting sustainable development.
For Miranda, companies that implement ESG as a strategy, will also invest in the construction of their brand, growth and results. “Ad agencies and marketing departments, responsible as they are for communicating with and understanding the market, must be aligned to this new business paradigm and develop such values, he explains.
Brand positioning adds value.
We are in a time in which the brand positioning has become a pertinent and necessary cause in the evolution of business. Those who are not willing to show their opinion, promote the dialogue, and to listen either, may be left behind. Nowadays it is more important to have a clear standing, one that matches the goals of the company, than to think of how not to fail.
“The biggest mistake a company can make is try to be all things for all people. This is impossible. I believe that a brand that tries to please everybody will end up pleasing none. Fear is not an option. Companies must have the nerve to speak out and take a stance”, observes Dias.
Now, consumers search for brands that represent people. In this way, companies that create a direct link to customers, build and strengthen a significant community and have more opportunities to stand out. If your business is in line with such principles, the chances to be thought of as a brand, of having credibility and of attracting faithful customers will be much higher.
Want to know more on this subject?
Listen to the episode of the podcast “Perguntas que nos Movem”, with Ricardo Dias.