Companies must take a stand on issues but avoid alienating their consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 27, 2020, 1:28 AM UTC

They must ensure they don’t offend valuable customers.

The author shares insights that businesses must be aware of in 2020. Consumers, especially Gen Z want brands to take a stand on social issues. Brands must know their audience very well to avoid alienating or offending valuable customers. Either way, ready a PR team that’s equipped to counter online trolls.

In the UK market, for instance, there is uncertainty on product pricing, R&D investment and access to talent. So, businesses must provide consumers with stability and reassurance by taking consumers back to more “certain times”. This, while investing in more trusted channels such radio, TV and print.

Advances in video technology has improved the user experience for TV audiences. Combining interactive content with emerging technologies can allow marketers to cut through the “commercial noise” and deliver creative and engaging executions.

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