How do you feel about advertising?
Ask this question to your friends who are not related to this industry.
After listening to their answers, you will realize – today most consumers have an extremely negative attitude toward any form of advertising.
There is no surprise here, because the very concept of “Advertising” has long lost its original meaning. Today, advertising is often perceived as blatant lies in the media by anyone seeking profit. And, to be honest, in 90 out of 100 cases, this is true.
The concept of “Advertising” in the consumer’s mind has turned into a negative assessment, becoming a pejorative term.
Just think: today thousands of different companies offer their customers “high quality,” “individual approach,” or, for example, a “wide range” and a “natural product.” Everyone is “recommended by friends,” everyone is a “leader,” and has been “on the market for many, many years.” But is this true? A good question. In any case, it no longer matters. Call an apple an apple – the consumer will not believe it anyway. For them – THIS IS ADVERTISING, and if that’s the case, there must be a catch. A conditioned reflex, you know…
This attitude is especially evident among consumers with middle and above-average incomes. This so-called middle class is the target of more than half of all advertising messages. Almost every second company is trying to win these people as clients. It’s simple – they have money! But think about this: do you really believe these people can still be moved by “original slogans and flashy visuals” that they are already sick of?
The level of consumer trust in advertising communications is approaching zero. Any adequate monitoring will confirm this. Just compare the results of a campaign today with the results you obtained a few years ago. And the problem is not just the crisis.
Wake up, in a society where “Not falling for advertising” is considered good manners, successfully shaping a brand image using standard methods becomes almost impossible. Yes, five years ago it was still easy to create a successful image with techniques mostly developed back in the 1960s(!). Today, that is far in the past. Everything changes, including you and your consumers.
Do you buy food, clothes, technology? Then look within yourself: don’t you want to live happily? Don’t you want to understand things correctly? Don’t you dream of living in a world where universal values flourish: love, creativity, kindness, understanding, mutual support, and beauty? The answer will be positive, because such a desire is natural and has always been present in your consciousness. Just like in all of us. Why would you think your consumer wants anything different?
After all, modern marketing is largely based on feelings of guilt, greed, and selfishness. The vast majority of advertising appeals urge the consumer to become someone they are not, to do something that causes inner rejection. Add to this a large number of blatantly false claims, and you will understand why the very concept of advertising has turned into a common negative label.
Recent events in the country and the world have created the preconditions for a special emotional and psychological atmosphere. Free access to information, freedom of thought and attitudes have ultimately led to a general understanding that every person has the right to live as they wish, to express their opinion freely, and to feel part of social processes aimed at achieving general well-being, which is known to be inseparable from their own.
The progressive population has long yearned for higher ideals and simple human qualities. The difficulties of the global financial crisis have only deepened this feeling. People are simply tired of ruthless competition, shocking ideas, lies, and widespread selfishness.
These conditions have led to a shift in the worldview of a whole layer of society. This very layer is the driving force of the modern world and a role model for many others. And if you want to attract these people, your worldview, your life values must also change. The basic rule of economics – demand creates supply, and not the other way around.
Today, in order to be liked, you really have to be good. New methods of promotion, relevant to modern society, are necessary. There is a need for completely new approaches to shaping the image of a company, its products, or services in the minds of consumers.
One such relevant approach can be the “Social Weight of an Image.” The essence of this approach is brilliantly simple:
Want to be liked? Do something truly good.
The social weight of an image implies a strong emphasis on addressing the needs of the society in which the consumer’s character is formed. Methodical work, broad communication about your activities, and new approaches to implementing socially oriented initiatives will allow your brand to “shine” in the eyes of the consumer. Shine with white light against the pale, technological, and selfish brands of competitors.
Look around. How many of your competitors have already tried using similar methods? In what direction, slowly but steadily, are multinational giants moving? Where is modern society leading us in its development? Listen to your own briefs, what do the studies say? Who is today’s consumer? What do you personally want?
Answer these questions and draw conclusions. I am sure they will be very similar to ours.
The consumer’s worldview is changing. This global process deprives old technologies of shaping the image of a company, product, or service of much of their effectiveness. Many modern marketers and advertisers already understand what is happening and are trying to implement new approaches: loyalty programs, charitable and social activities, sponsorship, and patronage. However, their effectiveness is currently limited by insufficient attention to the social needs of the modern consumer, as well as outdated, stereotypical approaches to implementation.
When developing your next campaign, try to avoid pompous, dubious claims, and think about the consumer. It’s simple: do a genuinely good and useful deed, and in doing so prove your sincere desire to make the world a better place. Show a truly creative approach to doing business, and they will stay with you for a long time. Allow your consumer to remain themselves, give them the right to choose, and they will choose you. Starting today.
Sergiy Khivrich
Creative Director
Art Group IMHO