2021 Forecast – Serving Our New Society
In 2021, brands need to be led with full hearts to serve our new society.
At The Agency Oneto, we believe brands are built by speaking to the head (meet my need), heart (connect with my heart), and gut (feel right to me). This year we think brands need to lead with heart to support the building of our new society and culture and to meet new consumer needs.
Why? Because brand leaders are being called to be evolved culture shapers. Leaders of powerful brands need to not only recognize that brands must connect with society and culture to remain relevant, but also that they hold the power to influence and shape culture through a brand’s character, actions, and product innovations. In such an environment, leaders must be more aware, conscientious, and intentional. They must lead with listening, empathy, compassion, and competence. They need to demonstrate that they understand that what they put into the world impacts our culture and society and ultimately individuals. Brands are not abstractions; they impact our world.
Brand leaders need to ask how their brands can be, act, and innovate to support the new society that will form and the new human behaviors that need to be learned. Such a landscape is ripe for new products and experiences and also calls for new brand behavior that instills and builds trust rather than further erodes it.
Brands can also bring heart and warmth at a time when consumers will be dealing with long lasting issues associated with the pandemic.
At this point, consumers are not only seeking simplicity in the face of overload and overwhelm, they are seeking comfort and ease in the face of being weary. Consumers can use some positive news and optimism, some comfort and support, caring and nurturing, wit and wisdom. In such an environment, brands have an opportunity to set a positive or lighthearted tone and lead with light.
The Brand Forecast:
Brands are being called forth to lead with full hearts and as evolved culture shapers, being responsible, empathetic, action-oriented, and optimistic.
Why It Matters?
Brands shape our culture and must connect to society and culture to remain relevant.
What You Should Do:
Take responsibility and lead with empathy and listening
Model new, positive, societal behaviors
Define or refine your brand’s purpose within the context of new societal norms that will form
Review a brand’s marketing and action plans to ensure they are aligned to doing good, supporting society and consumers, and setting the right tone
The Agency Oneto is a disciplined yet agile business and brand strategy agency whose mission is to partner with leaders to make a positive impact on their business and brands and for their consumers and teams, unlocking potential.
We do work in Business Strategy, Brand Strategy, Portfolio Strategy, Brand & Product Positioning, Brand Architecture, Marketing Strategy, Content Strategy, Innovation Strategy & Process, Consumer Insights, and Trend Studies.
We also lead workshops and facilitate strategy and business planning sessions, provide advisory services, and offer Executive Coaching.