The ‘me-first’ era: Redefining brand loyalty in Australia
Consumers now prioritise personal benefits over brand values, signaling a shift in loyalty drivers. Adapt to a ‘me-first’ strategy or risk becoming irrelevant, argues lowercase managing director, Matt Morgan.
While business leaders have been splurging significant proportions of the $846 billion global ad revenue on lofty advertising campaigns – from the great, like Patagonia’s customer-centric promise to fix all Patagonia clothing, to the greenwashing, like Pepsi’s cringe-worthy Kendall Jenner fiasco – a consumer uprising is unfolding right under your noses.
The age-old belief that ethical behaviour and worthy causes are the keys to customer loyalty and long-lasting relationships? It’s been unceremoniously dethroned.
We’ve seen this trend at Cannes this year, with an uptick of entertainment, humour, and commercial RTBs proving to be the biggest winners, versus previous years when purpose-driven campaigns seemed to win landslide victories across most categories.
Make things people want, don’t make people want things. Remember that age old adage that used to create and sell fantastic ideas and products? What happened?
Great piece- the swing back is taking place – common sense heading back into marketing .