Seth Yakatan’s Post

🍬 In our latest blog post: We go deep into all things Gen Z and confectionary, talking to Katy Bradbury, the Customer Retention Manager at premium confectionary brand Candy Kittens. In this piece we delve into the secrets of capturing Gen Z's sweet tooth! 🍭 Discover how this brand maintains its appeal despite the changing tastes of Gen Z, navigating their trends and preferences and delivering customer retention strategies tailored to a dynamic Gen Z demographic. Here’s a quote we loved from Katy: “There’s a stereotype that we live on our phones and don’t want to engage in real life. However, there’s still a place for real life. We’re seeing a big rise in brands hosting run clubs, with sweets as fuel for runs etc. These events which bring online communities together are important. We’ve [collaborated] on our Love packs with different LGBTQ+ artists, and we did a launch party to invite people down to celebrate. We see our customers having such a positive experience with the brand in-person, which also translates into exposure online”. Also, this key takeaway: “You need to be so much more than just your product; brand has never been so important.” Candy Kittens recently collaborated with Gen Z influencer and vegan food blogger Emma Neil. Check out one of their videos below 👇 #GenZ #Confectionery #CustomerRetention

When brands include transgender or nonbinary people in their ads, 42% of adults aged 18 to 34 say it has a positive impact, with 29% of those in the 35 to 49 age group also saying it’s a positive move. Collectively, 38% of all consumers say brands’ support of the LGBTQIA+ community has a positive influence on purchases. https://lnkd.in/eURwjfj4 #RepresentationMatters #MRX #MarketResearch #MulticulturalResearch #Insights #MulticulturalMarketing #Multicultural #BrandStrategy #Marketing #ConsumerBehavior #MulticulturalInsights #Representation #Inclusion #LGBTQIA #Pride

🌈 The LGBTQIA+ community is facing significant legislative pressure across the US. It's more important than ever for brands to show their support. 📊 According to a Horowitz study, brands that stand with the LGBTQIA+ community not only make a positive impact but also gain the loyalty of this influential group. Discover why supporting the LGBTQIA+ community is both a moral and strategic move for businesses. Read our latest blog post to learn more. #LGBTQIA #BrandLoyalty #InclusiveMarketing #SupportEquality #BusinessStrategy https://lnkd.in/eURwjfj4

« All ages. All races. All genders» Notice anything missing? First of all, I do want to applaud MAC Cosmetics for their inclusivity efforts. I am glad to see brands from the beauty world make efforts to be more inclusive and MAC Cosmetics has been doing so from the start! However. Where are the disabled people? The disabled community are the largest minority in the world, yet we are always forgotten about! Even now in a “most inclusive award” we are not considered. The reason I am bringing this up is because it is happening over and over again. We need to see more people of colour. We need to see more queer people. We need to see people of all ages. We need to see people of all genders. AND we need to see people with disabilities because all of the above have large underrepresented disabled communities within those minorities. The disabled community deserves to be included in what we view as beautiful. It is our responsibility as brands in this industry to make products for real people. And around 17% of real people globally are disabled (24% in the UK). The formatting of the original post itself unfortunately makes it unreadable for many in the disabled community, which proves once again how important it is to educate on these topics. On that note, I do want to congratulate DOVE, Inc. on their inclusivity efforts! They have successfully represented real and achievable beauty standards, and have time after time represented the disabled community in their campaigns. Thanks DOVE, Inc. team! #Inclusivity #DisabilityRepresentation #Accessibility #InclusiveBrands

Brandwashing is a relatively new practice where a brand is altered to become more appealing to specific groups of communities, even though this new narrative is not aligned or genuine with the brand's original values. We have often seen this happening when brands appropriate social movements or celebrations, such as Pride and Juneteenth. However, these efforts are usually limited to only weeks or months. While a sea of rainbow logos and commemorative products might flood the social media feeds and store shelves, it's crucial to consider the valid messages behind these campaigns. Often, companies jump on the bandwagon of these significant days without a history of supporting the LGBTQ+ community or racial justice issues. This performative marketing can feel inauthentic and even exploitative. Today's savvy consumers can see through a campaign designed purely to capitalize on a trend. Imagine a clothing brand notorious for poor labor practices suddenly releasing a limited-edition Pride collection. This inconsistency would likely be met with criticism, not praise. Brandwashing can trivialize the issues these days represent, turning them into mere marketing fodder. Instead of performative gestures and easy adaptations of your logo, focus on building genuine connections with your audience. Here at Conquista, we help businesses develop a robust brand value system that aligns with their actions and sustainably resonates with the communities they want to reach. We believe in crafting a brand story celebrating inclusivity and authenticity year-round, not just during parades and holidays. Contact us today, and let's work together to define a brand that fosters trust and inspires real action. We can help you go beyond surface-level marketing and create a brand that stands for something meaningful. #WeAreConquista #Branding #Business #Pride #Brandwashing ##Values #Audiences #Genuine #Creation #Connections #Authentic

New research from Horowitz Research shows a clear trend: consumers reward brands that champion LGBTQIA+ inclusion. Discover what this means for marketers and why ensuring your brand messaging is authentically inclusive of the diverse LGBTQIA+ community should be a priority on our SmartBrief blog. #LGBTQIA #marketing #inclusion #consumertrends https://trib.al/xo53mHL

Bravo to the Outvertising team for a fantastic day at #OutvertisingLive today 👏 The theme of the event was Be Seen because ‘Progress is possible if the LGBTQIA+ community is seen more and seen as more’ 👀 A somber opening reminder that Monday was #TransDayOfRemembrance honouring the lives of the 320 trans people who have died so far this year. We are not doing enough. Recent research highlighted the sad reality that only 46% of LGBTQIA+ individuals feel they can be themselves at work versus 69% of straight respondents ❌ Like so many of the challenges we face today, we have most of the solutions, we just have to see them and act on them 🎬 Progressive ads praised today for representing the #LGBTQIA+ Community in their story-telling 🎥 - Google’s Young Love - Diageo’s J&B She - Virgin Atlantic’s See the World Differently But still Laura Jordan Bambach reminded us that words are not enough. Action is needed too, with brands needing to walk the talk internally and externally. “More than film; More than for Pride; More than representation; The best work takes action. Do something to help, go beyond representation.” Quite a few brands praised for doing exactly this 🥳 - Absolut helping LGBTQIA+ bars to thrive - Bundaberg Rum with Bundy Mixer, the world’s first mixed-gender fantasy league - Mastercard’s True Name Campaign enabling transgender & non-binary individuals to have their chosen name on their bank cards Consensus in the ‘Pride & Prejudice - Braving the Backlash’ panel was that this year was a quieter year for brands supporting Pride and beyond, following the wake of the Bud Light campaign with Dylan Mulvaney. The sense was that organisations have been more guarded in their LGBTQIA+ representation and work in 2023. The optimistic view was that brands have taken heed and gone to make sure their ducks are in a row internally and externally before communicating in this space 🦆 Nike was praised again and again for its consistency in supporting and promoting the #LGBTQ community (reflected repeatedly in the choice of panel footwear) 👟 Durex, Royal Botanic Gardens, Kew Wickes, The HEINEKEN Company (Strongbow) & Vodafone were also praised for LGBTQIA+ #Inclusive work that went beyond #Representation. A call to action for all organisations to match their engagement with the community externally with real #Allyship internally 🤝 Thoughtful and authentic insights and preparation were highlighted as key to successful inclusive campaigns, brought to life by Anna McInally (Rosato), Stuart Williams, & Luc Hinson walking us through Camelot’s ‘Pockets’ #Ad. The team worked with ON ROAD to set up an LBTQIA+ panel to help them build lived experience insights. The team also developed an FAQ to show internally that they had the campaign covered and were well prepared 💡 The day was intro’d as ‘a day of celebration & education’ and it did that with bells on. Well done to all involved 👏 #Advertising #AdIndustry #AdvertisingCampaigns #DEI

Many of you have sons and daughters (I have one of each), and you know well the tremendous (and nerve-wracking) responsibility parents have in shaping their children's development. Play makes up a big part of childhood development (as the LEGO Group will attest to), and how we expect and encourage our children to play has far-reaching consequences. Forrester has been researching the evolution of gender-related attitudes and their impact on #brands for some time, and the release of #barbiethemovie has made this conversation even more salient. Our latest research has some striking insights: 1️⃣ Men have far greater gender-stereotyped expectations of children's play than women. (This hasn't surprised anyone I've mentioned this to!) 2️⃣ Because women, not men, are more likely to buy toys for their kids (ah ha, that's gender at work again!) and are less bound by the rigidity of gender stereotypes, toy companies can afford to pressure test the constraints of these stereotypes. 3️⃣ Boys feel the weight of these stereotypes the most; they must live up to far greater gendered expectations from both men and women (father and mothers, and others in their families). I want to stress the importance of the third finding; it's a topic that often gets overlooked in the discourse on gender and equity. In my early research, I talked about the "man box" and the rigid traditional stereotypes that men are expected to live up to. These latest data show how the man box gets assembled during early childhood and can remain an oppressive constraint as boys age. Let's think about this from a #growth strategy perspective. There are some notable examples of brands that have prospered by busting the box. White Claw and other companies have removed the stigma of men drinking seltzer and effectively doubled their addressable market. Here's the simple truth: Gender stereotypes limit market size and a brand's ability to personalize and delight. That's why brands like Aesop have decided that a fragrance is neither masculine nor feminine; it's just a fragrance. If a man likes "rose" and a woman "musk" (no, not the Elon kind), so be it. Now you've made two sales you otherwise would not have. If you haven't read my take on gender and the Barbie movie, you'll find it here: https://lnkd.in/gBMsJ3Ws #gender #brand #marketing #CMO #CEO #strategy #equity

Really excited to be working with Dipanjan on analyzing the data from two surveys, examining the relationship people have with gendered marketing. It has challenged my perspective and underlined why feminism is so important for everyone, especially in crafting tomorrow's world through the developing minds of children. Companies have a unique opportunity for growth and inclusivity by reevaluating outdated models of thinking, but I want to know your story, too. How do you see gender in your life, and how are you challenging your own assumptions to fight complacency? Are there any "cringey" brand experiences you've seen lately? #inclusion #genderedmarketing #branding #marketing

[Home page transformation] How I transformed my client's home page to improve conversion and user journey 👇 This was a fun one. I love seeing my before and after comparisons and seeing the difference in their websites/ marketing collateral. Here is a list of features I've REMOVED from the home page 🚮 : - Information cards of the clinic (this content was moved into their suitable areas across other content blocks.) - Stand-alone testimonial (has been replaced with the Google Reviews module.) - Bright colours don't always work, the treatment cards on the site may have stood out but were way off-brand. These have been swapped for a more visually appealing format that allows customers to see all treatments in one view. - The about section has been moved to the About page. Here is a list of features I've ADDED to the home page ➕: + Home page slider to showcase treatments on offer and the e-commercce store. + Heading 2's to help with readability and SEO. + Images to break up the content. + Google review feature modules. + Strong clear call to actions. + LGBTQ+ symbol. + E-commerce skincare shop module. + Appealing treatment option layout with CTAs to the treatment pages. What do you think? If your website needs to work harder drop me a message. #websitedesign #beforeandafter #websiterefresh