The world is shrinking.
It’s never been easier for people to connect, to travel, to experience new things. Technology is transforming society at a faster pace than ever before.
We Facebook long-lost friends, WhatsApp family across the world, share pics over Snap, and witness news as it happens through Twitter and Periscope. We’re all content producers.
We expect immediacy And a new crop of disruptors are challenging traditional business models to give us this – arriving in Ubers within minutes, deliveroo-ing us a meal straight away.we want to feel in control.
Forget next-day delivery, we want it in the next hour. Pin number? FFS… why can’t I go contactless.
We expect immediate answers from companies to our queries, on the channel of our choosing. The successful companies are embracing this and providing personalised, hassle free experiences
Don’t like a viewpoint? Just click mute.
We’re in our happy little echo-chambers. Our carefully curated worlds.
This disruptive and uncertain time is changing society.
So, we’re increasingly craving purpose and reassurance from familiar things — community and purpose-driven companies and causes. Trusted peer endorsements, rather than global marketing, becomes more important by the day.
Our task is to embrace this Zeitgeist — the spirit of this uncertain time. To deliver the immediate and relevant services, products and content that people crave, but do so in a purpose-driven, reassuring and authentic way. To use marketing for good.
THE NEED TO BE IN CONTROL
In a disruptive and uncertain world, what do people want?
To be in control. There is a direct correlation between control, levels of trust and happiness. And people are demanding more control every day: