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Happy Tuesday! OW here, sharing some topics the team has been circulating from our weekly internal newsletter. Welcome to the OW chat, here’s what we’ve been talking about! Which topic caught your eye this week? Let’s talk about it! Drop a comment. Black People Finding Freedom In Farming: The ESSENCE Fest of Culture's Food and Wine activation highlighted the freedom found in farming in a panel hosted by Keshia Knight Pulliam. Many people have turned to growing their own vegetables in response to surging food prices and to take control over what they are consuming. Pulliam emphasized that farming is not a new concept to black people, but a rich part of their heritage. (via essence.com) The Backlash Effect On Brands In Politics: The current election season is affecting how brands represent their political leanings. Just over 54% of consumers are open to buying from places that support their political beliefs and not open to buying from places that don’t. With 71% of people globally asking brands to take a political side when under pressure, ignoring politics is not an option and is an opportunity to reaffirm where they stand on DEI, climate, and more. (via AdAge.com) Heinz Deals Medals To Ketchup Masters Inspired By The Olympics: As the 2024 Paris Olympics arrive, various trends and campaigns for the worldwide event have embraced its growing relevance. Heinz’ most recent campaign has seamlessly blended their brand messaging, fan loyalty, and emotion in nods to the upcoming event. With the main focus to highlight everyday heroes and celebrate fans, the Olympic parody speaks to broader audiences because of both its cultural relevance and the representation of its consumer's lives. (via AdWeek.com) Gen Z and Brand Accountability: Like it or not—in 2024, Gen Z dominates the consumer market, making up 40% of the global population. Their significant buying power comes with high expectations for brands to be authentic, respectful, and inclusive. Brands failing to meet these standards risk losing their loyalty, as seen with Poppi, now facing backlash for misleading health claims and trending as #PoppiGate on TikTok. Consumers now demand accountability and transparency, driven by Gen Z's commitment to supporting companies that champion social causes. (via AdAge.com) Remaining Customer Centric in a Cookieless Future: Retailers have relied on third-party data for over two decades, but advertisers are now building relationships with consumers using first-party data. However, this shift is challenging since 78% of retailers still rely on cookies for greater audience reach. This transition to a 'cookieless' future is prompting uncomfortable conversations for retailers. To navigate these changes, brands can leverage resources from over 200 real media networks and practice cost-effective measurement solutions, creating opportunities for smaller brands to align and succeed. (via AdWeek.com) (Images sourced via: AdAge, AdWeek, Essence, Fast Company, TODAY)