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Same planet,
different worlds:
Why knowing your audience and purpose
has never been more important for brands
July 2018
Political, social and environmental discord is everywhere we look
Same planet, different worlds
2
People want to be in the know about current events
Trending platforms: Twitter
3
Trending searches: Google
Source: Google, Barrons April 26th, 2017, http://www.adweek.com/brand-marketing/why-brands-lost-their-fear-of-controversy-and-got-political-in-2017/
Same planet, different worlds
2018
Brands and media are starting to take a stand on political topics
4
Donald Trump
Presidential
Inauguration:
January 20, 2017
Travel Ban:
January-February 2017
Trump’s comments
on Macron’s wife:
June 2017
United the Right Rally:
August 2017
(Charlottesville)
Rescind DACA:
September 2017
Trump cutting the acreage of
two of Utah’s monuments:
December 2017
Paris Climate Agreement:
June 2017
Expedia’s ad about
acceptance &
globalization
CMOs/CEOs of
companies from
Nike, Facebook,
and Etsy release
statements.
Audi’s
“#DriveProgress”
Campaign
CEOs of major brands
such as Facebook,
Google, and Adobe,
spoke out against
Trump’s decision
Reebok’s ad about Trump’s
inappropriate comments
about Macron’s wife.
Leaders of major
companies leave the
business advisory boards
Trump had created.
Patagonia comes out
with “The President
Stole Your Land” ad
2017
Jan 2018
Time’s Up Takes Over
Golden Globes
Feb 2018
Dick’s Responds to Stoneman
Douglas High School Shooting by
banning the sale of assault weapons
May 2018
ABC cancels top-rated show
following racist tweets from star
May 2018
Starbucks closes stores
at 2pm for racial
sensitivity training
AirBnB offers
free housing
to refugees.
Same planet, different worlds
Consumers are demanding to know more about the values brands hold
5Source: SXSW Panel, Pepsi Talk
80% of millennials
identify as
belief driven buyers
Same planet, different worlds
And are calling out brands they disagree with
Same planet, different worlds
6Source: Google Trends
So just how
divided are
we?
7
Our political views are becoming more polarized
Same planet, different worlds
8Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
Income inequality has grown over the past decades
Same planet, different worlds
9
The expansion of digital has given a voice to the extremes
Same planet, different worlds
10
1994 2004 TODAY
Digital drives proliferation of “news”
Same planet, different worlds
11Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
Fake news has led to an erosion of trust
Same planet, different worlds
12Source: Statista
Which has an effect on what we trust
Same planet, different worlds
13Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
LIBERALS CONSERVATIVE
And who we trust
Same planet, different worlds
14Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
3 Key
takeaways
15
3 Key takeaways
Same planet, different worlds
16
Be authentic
• Pick issues that connect to your brand
• Walk the walk
• Never try to play both sides of an issue
Do your research and be
prepared
• Utilize experts
- Gravity, CMI, #SeeHer GEM™
• Be prepared for the vocal minority
- Have influencers, other brands,
and celebrities that can come
to your defense
Know your consumers
• Leverage data to understand who
your consumers are
- What, where, and why
• Try to rally around issues that your
consumers care about
• Consider picking topics lower on
the controversy scales if you have a
mass appeal brand
“If you stand for
something, you will
always find some
people for you and
some against you.
If you stand for
nothing, you will find
nobody against you,
and nobody for you.”
Bill Bernbach
17
Carat USA
150 East 42nd Street
New York, NY 10017
Carat.USMarketing@Carat.com

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Carat USA: Same Planet, Different Worlds 2018

  • 1. Same planet, different worlds: Why knowing your audience and purpose has never been more important for brands July 2018
  • 2. Political, social and environmental discord is everywhere we look Same planet, different worlds 2
  • 3. People want to be in the know about current events Trending platforms: Twitter 3 Trending searches: Google Source: Google, Barrons April 26th, 2017, http://www.adweek.com/brand-marketing/why-brands-lost-their-fear-of-controversy-and-got-political-in-2017/ Same planet, different worlds
  • 4. 2018 Brands and media are starting to take a stand on political topics 4 Donald Trump Presidential Inauguration: January 20, 2017 Travel Ban: January-February 2017 Trump’s comments on Macron’s wife: June 2017 United the Right Rally: August 2017 (Charlottesville) Rescind DACA: September 2017 Trump cutting the acreage of two of Utah’s monuments: December 2017 Paris Climate Agreement: June 2017 Expedia’s ad about acceptance & globalization CMOs/CEOs of companies from Nike, Facebook, and Etsy release statements. Audi’s “#DriveProgress” Campaign CEOs of major brands such as Facebook, Google, and Adobe, spoke out against Trump’s decision Reebok’s ad about Trump’s inappropriate comments about Macron’s wife. Leaders of major companies leave the business advisory boards Trump had created. Patagonia comes out with “The President Stole Your Land” ad 2017 Jan 2018 Time’s Up Takes Over Golden Globes Feb 2018 Dick’s Responds to Stoneman Douglas High School Shooting by banning the sale of assault weapons May 2018 ABC cancels top-rated show following racist tweets from star May 2018 Starbucks closes stores at 2pm for racial sensitivity training AirBnB offers free housing to refugees. Same planet, different worlds
  • 5. Consumers are demanding to know more about the values brands hold 5Source: SXSW Panel, Pepsi Talk 80% of millennials identify as belief driven buyers Same planet, different worlds
  • 6. And are calling out brands they disagree with Same planet, different worlds 6Source: Google Trends
  • 8. Our political views are becoming more polarized Same planet, different worlds 8Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
  • 9. Income inequality has grown over the past decades Same planet, different worlds 9
  • 10. The expansion of digital has given a voice to the extremes Same planet, different worlds 10 1994 2004 TODAY
  • 11. Digital drives proliferation of “news” Same planet, different worlds 11Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
  • 12. Fake news has led to an erosion of trust Same planet, different worlds 12Source: Statista
  • 13. Which has an effect on what we trust Same planet, different worlds 13Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/ LIBERALS CONSERVATIVE
  • 14. And who we trust Same planet, different worlds 14Source: Pew, http://www.journalism.org/2014/10/21/political-polarization-media-habits/
  • 16. 3 Key takeaways Same planet, different worlds 16 Be authentic • Pick issues that connect to your brand • Walk the walk • Never try to play both sides of an issue Do your research and be prepared • Utilize experts - Gravity, CMI, #SeeHer GEM™ • Be prepared for the vocal minority - Have influencers, other brands, and celebrities that can come to your defense Know your consumers • Leverage data to understand who your consumers are - What, where, and why • Try to rally around issues that your consumers care about • Consider picking topics lower on the controversy scales if you have a mass appeal brand
  • 17. “If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.” Bill Bernbach 17
  • 18. Carat USA 150 East 42nd Street New York, NY 10017 Carat.USMarketing@Carat.com