Marketing in a polarized nation: the challenges of companies
Dec 30, 2023 8:57:38 GMT 1
Post by account_disabled on Dec 30, 2023 8:57:38 GMT 1
The deep polarization of American society is one of the concerns of brands operating in the country. To help companies with the challenge of communicating effectively in the United States, WARC has launched the bimonthly Spotlight US series. Its first installment, under the name "Marketing in a polarized nation," reflects on how brands can chart their path in a context marked by disruption. In this guide, WARC highlights that most Americans are actually moderate and that what many consumers continue to seek is trust, truth, and refuge in brands . «This quote from the late Senator Daniel Patrick Moynihan returned during the Trump years: 'You have a right to your opinion. You have no right to your own facts.' Much of the current polarization emanates from the United States currently being a nation that cannot agree on its own facts.
The challenge for brands is to reach customers with such varied beliefs and attitudes ,” says Cathy Taylor, US Commissioning Editor at WARC. «While there are no easy answers, some themes have emerged from Phone Number List this first edition of our Spotlight US series, such as the changing nature of influencers. As a growing share of Americans feel that corporations should use their influence to impact important issues, how brands respond to the current times will greatly influence where customers spend their hard-earned money, as well as its ability to generate and maintain trust," he adds. Marketing United States polarization Spotlight US Each edition of Spotlight US focuses on a relevant topic and includes comments, ideas and advice from renowned industry professionals. "Marketing in a polarized nation" includes eight exclusive pieces with different research and points of view that we collect below: Interview with renowned political marketing strategist Mark Penn about why the United States is a truly moderate country. Kirsten Maryott , chief strategy officer at Wieden+Kennedy, explains why polarization, for brands, is a good thing. «Polarization, in politics and beyond, gives us groups of passion.
When it is clear what a brand represents and what it opposes, things get interesting," she says. Article “It's Not Just Political: The Cross Currents Scourging American Consumers” by Victoria Sakal , CEO of Brand Intelligence. Shawn Francis , creative director of WeAreSocial NY, addresses the role of influencers in his article “Polarization in the US is driving a new wave of authentic and trustworthy influencers.” Anita Schillhorn , Chief Strategy Officer at McKinney LA, discusses what unites Americans in her article “After the Riots: How Brands Can Respond to a Changing American Political Climate.” J. Walker Smith , Chief Knowledge Officer at Kantar, discusses consumer tension around disruption in “American consumers voted for stability over disruption, and that has implications for brands.” Avin Narasimhan , director of US communications planning at PHD, explains why “brands need values, not politics.” Cathy Taylor details the key themes of the report and why they create a path forward for brands. The next Spotlight US will be published in March and will cover media strategy and spending in the United States.
The challenge for brands is to reach customers with such varied beliefs and attitudes ,” says Cathy Taylor, US Commissioning Editor at WARC. «While there are no easy answers, some themes have emerged from Phone Number List this first edition of our Spotlight US series, such as the changing nature of influencers. As a growing share of Americans feel that corporations should use their influence to impact important issues, how brands respond to the current times will greatly influence where customers spend their hard-earned money, as well as its ability to generate and maintain trust," he adds. Marketing United States polarization Spotlight US Each edition of Spotlight US focuses on a relevant topic and includes comments, ideas and advice from renowned industry professionals. "Marketing in a polarized nation" includes eight exclusive pieces with different research and points of view that we collect below: Interview with renowned political marketing strategist Mark Penn about why the United States is a truly moderate country. Kirsten Maryott , chief strategy officer at Wieden+Kennedy, explains why polarization, for brands, is a good thing. «Polarization, in politics and beyond, gives us groups of passion.
When it is clear what a brand represents and what it opposes, things get interesting," she says. Article “It's Not Just Political: The Cross Currents Scourging American Consumers” by Victoria Sakal , CEO of Brand Intelligence. Shawn Francis , creative director of WeAreSocial NY, addresses the role of influencers in his article “Polarization in the US is driving a new wave of authentic and trustworthy influencers.” Anita Schillhorn , Chief Strategy Officer at McKinney LA, discusses what unites Americans in her article “After the Riots: How Brands Can Respond to a Changing American Political Climate.” J. Walker Smith , Chief Knowledge Officer at Kantar, discusses consumer tension around disruption in “American consumers voted for stability over disruption, and that has implications for brands.” Avin Narasimhan , director of US communications planning at PHD, explains why “brands need values, not politics.” Cathy Taylor details the key themes of the report and why they create a path forward for brands. The next Spotlight US will be published in March and will cover media strategy and spending in the United States.