Brands such as Gymshark and Headspace rocketed to success because they used their digital presences to serve consumers with information and means to act through multi-channel, multi-format ecosystems. This new wave of immersive, ‘resource-based’ advertising will apply across the board. Just think of the diversity of channel options and people’s increasingly atomized content consumption habits. The bigger idea here is that there are now multiple means to the same end for brands when it comes to engaging with consumers while delivering impact. Inform, educate… and inspire?Īt WaterBear, the partnerships we have with brands use inspiring original content as an entry point to a multichannel hub of resources containing the information and means for viewers to live their shared values, interact with non-governmental organizations (NGOs), and actively contribute to tackling critical environmental issues. Sharing content, donating, providing an opportunity for activism: Turning advertising into a participatory act is the next stage of brands’ duty to corporate citizenship, and in turn will deepen their own authority and trustworthiness.įortunately, emerging ecosystems of digital channels and content are creating rich environments where brands can fulfil a practical role and empower consumers to act on their values.
To be successful, digital advertising strategies must now make a fundamental shift to give consumers the choice of passive or active interaction. If I’m seeing that ad from my desk, sofa or train seat, what action are you pointing me towards right now so I too can act in an eco-friendlier way? For example, it’s not enough to take out a banner ad which espouses how you ensure your supply chain is ‘green’. With 15% of consumers now believing they don’t have enough information to make informed decisions on living a more sustainable life, it’s clear that consumers want brands to act as a conduit and a resource for action. Increasingly, consumers expect the brands they interact with to not only demonstrate their own behaviors, but to help their customers to act too.
What many brands don’t explore through their digital persona, however, is providing the means for consumers to act on those values.
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