Your Brand's Must-Haves for 2022 Include Action and Intent

A new year brings a new set of predictions as it relates to just about any topic, including the world of advertising. There is plenty to study on related global marketing trends, from meeting consumers in a cookieless world to AI customer service. While predictions may resonate with some more than others, what strikes me most is also what I believe is most relevant to brands—consumer desires and demands for the year ahead. It’s particularly interesting to me that many of the predictions and trends are rooted in a brand’s action, behavior and intent. Consumers are no longer just looking for a specific product or service but looking for brands with values that line up with their own. Purpose-driven marketing Consumers want brands to stand for something and do something about it. In today’s landscape, marketing with purpose is no longer a nice-to-have but a necessary part of brand communications strategy. Seventy percent of consumers now expect the brands they buy from to take a clear stance on important issues. That number increases when speaking to the next generation of shoppers, with 94% of Gen Zers saying they expect companies to take a stand on social issues, and 90% saying they are more willing to purchase products they deem beneficial to society. Some of the standout campaigns over the last few years gave back to the communities they served. For example, Under Armour sponsored free public transit in Chicago on the first day of school, helping to boost critical first day attendance in public schools. At Intersection, we partnered with Puma and NYC Votes to create T-shirts featuring artwork from our #ArtOnLink series, “Visualize the Vote.” T-shirts were available at Puma's flagship store on 5th Avenue, with 100% of proceeds donated to Urban Word NYC. These are great examples of marrying external ad campaigns with brand purpose. When done right, brands can connect with a new consumer population and develop connections rooted in shared values. Listen, then act Another theme I've seen across multiple studies is the notion of brands not just taking social action but listening to their customers before they do so. This is an interesting build on the trend of marketing with purpose and something that could potentially set brands ahead of the competition. According to WE Communications’ 2021 Brands in Motion study, 83% of those surveyed said brands should listen to stakeholders when deciding what issues to address. A separate study from Sprout Social found that if brands fail to listen, consumers will sense this and are more likely to move away from supporting or following the brand. Authentic inclusion Ads are meant to ignite action. But before a consumer clicks “Add to Cart,” they want to imagine themselves with the product—they want to see themselves in your brand. It’s critical to show a range of backgrounds and experiences in messaging to effectively connect with future customers. According to the Deloitte survey, consumers aged 18 to 25 take greater notice of inclusive advertising when making purchase decisions. Creating loyalty requires authenticity in general; consumers will notice if brands aren’t making a genuine effort to live those DEI values. Authenticity should be a brand’s guiding light. Brand initiatives, plans and actions must be authentic to your culture. This will be a year for those looking to spotlight the beauty and authenticity within their company culture. And what you stand for will grow your customers into champions for your brand, ultimately driving growth and success in the year to come.

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Your Brand's Must-Haves for 2022: Action and Intent

Studies are showing higher consumer scrutiny of brand behavior

Esther Raphael

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Esther Raphael