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How Millennials, Technology and Acts of Bravery are Helping Advertising Become a Win-Win for Business and Consumers

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Samantha Massaglia

Preso from my lecture at St. Cloud State University. St. Cloud, Minnesota.

Several videos were included in the presentation:

Video #1 plays after Slide 13 ('Because it looks like this.')
http://vimeo.com/89527215

Video #2 plays after Slide 30 ('Updated in 2006.')
https://www.youtube.com/watch?v=hibyAJOSW8U

Video #3 plays after Slide 40 ('TOMS Shoes.')
https://www.youtube.com/watch?v=7MV3HWQHl1s

Video #4 plays after Slide 41 ('Soap Box Soaps.')
https://www.youtube.com/watch?v=BjZnNK4PQBk

Video # 5 plays after Slide 54 ('Generation Z advertisements will look like.')
https://www.youtube.com/watch?v=EPDmrZDpmqQ

Published in: Marketing
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How Millennials, Technology and Acts of Bravery are Helping Advertising Become a Win-Win for Business and Consumers

  1. 1. HELLO.
  2. 2. CAN ADVERTISING BE A WIN-WIN FOR 
 BUSINESS AND CONSUMERS?
  3. 3. YES.
  4. 4. A REVOLUTION IS UNDERWAY.
  5. 5. CONVERGENCE: NEW CONSUMERS NEW TECHNOLOGY ACTS OF BRAVERY
  6. 6. CONSUMERS
  7. 7. MILLENNIALS Biggest generation in human history 80 million in U.S. 1.8 billion in the world 1st global generation $1.4 trillion spending power in the U.S. by 2020 http://upstart.bizjournals.com/resources/advice/2014/05/20/how-­‐do-­‐you-­‐sell-­‐to-­‐ad-­‐hating-­‐dollar-­‐watching.html?page=all Image: Bill Dickinson
  8. 8. “THE HOLY GRAIL OF POTENTIAL CUSTOMERS.”
  9. 9. WANT TO CREATE AN AUTHENTIC, EQUITABLE WORLD. STEWARDSHIP AND SUSTAINABILITY.
  10. 10. DEMAND A “PARTICIPATION ECONOMY.” CONSULT. CONTRIBUTE. CO-CREATE.
  11. 11. WORLD = CO-OP. Image: Ed Yourdon
  12. 12. SHARING & COLLABORATIVE ECONOMY Socio-economic system built around sharing of human and physical resources. Swapping. Exchanging. Collective Purchasing. Shared Ownership. Co-Creation.
  13. 13. 84% OF CONSUMERS “DON’T LIKE OR TRUST ALL FORMS OF ADVERTISING.”
  14. 14. BECAUSE IT LOOKS LIKE THIS:
  15. 15. 85% “correlate their purchasing decisions and their willingness to recommend a brand to the social good efforts a company is making.” http://www.entrepreneur.com/article/237243
  16. 16. TECHNOLOGY INTERNET Biggest repository of human knowledge. ) SOCIAL MEDIA Citizens worldwide have unprecedented access to information about corporate behavior via social media. MOBILE Mobile devices are the first thing 80% of Millennials reach for in the morning.
  17. 17. GLOBAL STUDY RESULTS: “More than any other platform, mobile phones have initiated a global youth digital culture.” “Twitter has become the new CNN.” http://www.hufEingtonpost.com/susan-­‐moeller/new-­‐study-­‐mobile-­‐phones-­‐p_b_1927945.html     Image: Gary Lerude
  18. 18. By 2100, we will have 100 times as many computing devices as there are grains of sand on all the world’s beaches.” http://www.thegenzeffect.com  
  19. 19. The world’s first global community (majority population) has: •money to spend • ability to monitor business practices • expectation of social good • instant access to worldwide network of peers • constantly growing body of information, accessible on mobile devices IN OTHER WORDS….
  20. 20. WE’RE LIVING IN A NEW WORLD.
  21. 21. THE AGE OF SOCIALLY RESPONSIBLE BUSINESS
  22. 22. “Never has there been a more exciting time for all of us to explore this next great frontier … where doing good, really is good for business.” ~Sir Richard Branson
  23. 23. 90% OF GLOBAL CITIZENS SAY THEY WOULD BOYCOTT IF THEY LEARNED OF IRRESPONSIBLE BEHAVIOR.” http://www.conecomm.com/2013-­‐global-­‐csr-­‐study-­‐release  
  24. 24. “EMBRACE TRANSPARENCY AND OPENNESS LIKE NEVER BEFORE, AND CONSUMERS WILL REWARD YOU FOR IT.” “CONVERSELY, THEY MAY WELL VOTE WITH THEIR WALLETS IF YOU DON’T.” http://www.cohnwolfe.com/en/news/give-­‐us-­‐truth-­‐us-­‐uk-­‐and-­‐china-­‐consumers-­‐demand-­‐honest-­‐and-­‐ethics-­‐global-­‐brands    
  25. 25. DOES SOCIALLY RESPONSIBLE BUSINESS LEAD TO SOCIALLY RESPONSIBLE ….ADVERTISING?????
  26. 26. CASE STUDY: BEAUTY REDEFINED
  27. 27. CHALLENGE ALTERED IMAGES OF WOMEN IN THE MEDIA LEAD TO UNHEALTHY BODY IMAGE
  28. 28. SOLUTION CONSUMERS DEMAND IMAGES OF REAL PEOPLE IN ADS. NO PHOTOSHOP!
  29. 29. HERE’S HOW CONSUMERS FORCED A $1.5 TRILLION DOLLAR INDUSTRY (AND ITS ADVERTISING) TO DRAMATICALLY CHANGE IN ONE DECADE.
  30. 30. DOVE “CAMPAIGN FOR REAL BEAUTY” 2004
  31. 31. SALES INCREASED BY 600% IN FIRST TWO MONTHS http://www.fool.com/investing/general/2014/02/11/brands-­‐like-­‐aerie-­‐still-­‐testing-­‐the-­‐waters-­‐with-­‐un.aspx    
  32. 32. UPDATED IN 2006
  33. 33. DARLING MAGAZINE 2009 (started by Millennials)
  34. 34. VERILY MAGAZINE 2011 (started by Millennials) First No Photoshop Magazine
  35. 35. SEVENTEEN MAGAZINE 2012 Online petition against magazine airbrushing created by 8th grader • 80,000 signatures from around the world • Seventeen Magazine agrees to use “only images of real girls and models who are healthy.”
  36. 36. TRUTH IN ADVERTISING ACT 2014 Bill introduced to Congress making it illegal to alter body images in ads. Reintroduced to Congress in 2015.
  37. 37. AERIE: “THE REAL YOU IS SEXY” 2014
  38. 38. #AERIREAL 42,000+ TWEETS 9,000+ INSTAGRAM PHOTOS
  39. 39. MODCLOTH 2014 First retailer to sign Anti-Photoshop pledge (started by Millennials)
  40. 40. SOCIALLY RESPONSIBLE BUSINESS BECOMES BUSINESS THAT SERVES A SOCIAL PURPOSE NEXT FRONTIER:
  41. 41. 1 FOR 1 BUSINESS MODEL THAT HELPS ADDRESS NEED
  42. 42. TOMS SHOES
  43. 43. SOAP BOX SOAPS
  44. 44. B-CORPORATIONS FOR-PROFIT COMPANIES THAT PLEDGE TO ACHIEVE SOCIAL GOALS AS WELL AS BUSINESS ONES. Certified. Cannot abandon social mission. Shareholders can sue. More than 1,000 in the U.S.
  45. 45. OCT. 6, 2014 SIX MONTHS AGO…
  46. 46. 29 RIVAL GLOBAL CORPORATIONS (including global advertising conglomerate Omnicom) LAUNCH DIGITAL PLATFORM FOR MILLENNIALS TO TAKE ACTION AGAINST CLIMATE CHANGE. http://linkis.com/gu.com/p/427t4/WAZ80   Image: Nicola Jones
  47. 47. COLLECTIVELY.ORG
  48. 48. “COLLECTIVELY WILL CONNECT MILLENNIALS TO THE INNOVATIONS THAT ARE SHAPING THE FUTURE, MAKING IT EASY FOR THEM TO ACT, BUY, INVEST AND PROMOTE THE IDEAS THAT THEY BELIEVE IN. TO BE PART OF THE SOLUTION.”
  49. 49. “AS INDIVIDUALS WE ARE POWERLESS, BUT COLLECTIVELY WE ARE POWERFUL. PEOPLE ARE MOVING AWAY FROM THINKING ABOUT MY WORLD, MY FAMILY AND MY NEXT DOOR NEIGHBOR TO OUR WORLD.”
  50. 50. NO CORPORATE BRANDING WILL APPEAR ON THE PLATFORM.
  51. 51. FACEBOOK, TWITTER, GOOGLE ARE ALSO PARTNERS.
  52. 52. SEE WHAT HAPPENED?
  53. 53. IN ONE DECADE, CONSUMERS, CORPORATIONS AND ADVERTISERS WENT FROM DISCUSSING ALTERED PHOTOS TO SAVING THE PLANET !
  54. 54. WHAT’S NEXT?
  55. 55. GENERATION Z “The Generators.” Un-vertising UGC 5 most influential celebrities among viewers ages 13-18 are all YouTube ‘stars’ Image: Bill Dickinson
  56. 56. GENERATION Z ADVERTISEMENTS WILL LOOK LIKE
  57. 57. UBERHAXORNOVA “Almost 2 billion views.”
  58. 58. 1.Global citizens challenge businesses to solve social crises 2.Demographic shift to a post-generational world 3.Emergence of first Global Citizens. (‘Cultural Diplomats’) 4.Next generation of Social Institutions TRENDS TO WATCH
  59. 59. CAN ADVERTISING BE A WIN-WIN FOR 
 BUSINESS AND CONSUMERS?
  60. 60. YES, BUT
  61. 61. IT REQUIRES BRAVERY.
  62. 62. CONSUMER BRAVERY = RAISING VOICES AND DEMANDING CHANGE ADVERTISING BRAVERY = ABANDONING OUT-DATED (BUT SUCCESSFUL) TACTICS IN FAVOR OF CONSUMER INVOLVEMENT, NEW MESSAGING, NEW MEDIA
  63. 63. 1. When you hear the word 'advertising', what's your first reaction? Positive? Negative? Why? 2. Has there ever been an advertisement that inspired you? 3. Has there ever been an advertisement that you felt was dishonest? That you felt tried to manipulate you? 4. If so, did you take any action in response? 5. Do you agree that your generation has different expectations for advertisements? 6. Are there any businesses that you find inspiring? If so, what about them do you find inspiring? 7. Do you agree that business can / should solve social challenges? 8. What role do you feel that government can / should play in solving these challenges? QUESTIONS
  64. 64. Samantha Massaglia Samantha.Massaglia@gmail.com THANK YOU!

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