Lightbox Loves

Yesterday, the nation came together in both sorrow and celebration to lay our late Queen to rest. Although the ten days of national mourning is over, her legacy will be impossible to forget. Let us look at 7 lessons she has left us with over her 70 years of reign, that will inspire as we move forward into a new era:

Consistency is key. The one thing that has been mentioned more than anything since The Queen’s death is her consistency. Not many people remember a life without her- and her presence was constant throughout many periods of tumult. And it was that constancy that millions of people loved. Brands too, have the opportunity to remain a constant presence throughout life’s key moments, in order to build positive reputation.

Get yourself ‘out there.’ The Queen was lucky enough to have visited almost 120 countries. Although a privilege, very few were holidays. Instead, our late Queen made the most of her travels by soaking up different cultures and communities. We should take heed of this by going to the places where our customers are and speak to them first hand – it will generate unique insight that’s almost impossible to grasp behind a computer screen.

Tap into resilience. 14-hour queues? No problem. Although our country was in mourning, we did not wallow. Instead, thousands of people braved several hours of waiting to see our Queen lying in state. Our recent research with Kantar shows that in hard times, 64% of Brits look to ‘keep calm and carry on’ – brands should not underestimate the strength of their customers.

Embrace change. The Queen said in 2002, ‘the way we embrace change, defines our future.’ Although leader of an institution steeped in tradition, The Queen has been unafraid to accept that certain practices and behaviours need to change, in order to connect with those that she served.  Her Zoom appearances aged 96 were testament to that.

Be true to your values. On her 21st birthday, Princess (soon-to-be Queen) Elizabeth famously said that her whole life, whether long or short, would be dedicated to service. Rarely has anyone been truer to their word. Her dedication and sense of devotion has always been praised for its authenticity. Brands too should stick by what makes them who they are, and act accordingly.

Show thanks. From visiting hospitals to knighthoods, The Queen has always ensured to show gratitude to those who gone the extra mile to serve her country. Rewarding loyalty and thanking those that deserve recognition both inside and outside of your own organisation is likely help boost your brand in a positive way.

Have fun. The Paddington themed tributes displayed outside Buckingham Palace over the past week has shown that whilst The Queen has always been the epitome of decorum and class – a real standout memory was when The Queen took part in a comical scene with Paddington Bear to celebrate her Platinum Jubilee.  Showing the lighter side of life and giving people reasons to smile can be a great way to engage with consumers.

Source: People First Response in a Crisis, the7stars, June 2022

As the UK continues to feel the pressure of the cost of living crisis and consumer confidence diminishes, the7stars’ QT reveals that Brits are making the necessary swaps and actively seeking deals to make their pounds stretch further. As 38% of Brits claim to reduce their spend on luxury items, the popularity of ‘dupes’ – i.e.  cheaper imitation products to luxury items– are having a moment.

During lockdown, beauty enthusiasts with extra free time gave rise to ‘skintellectuals’ –  beauty fans who sought greater control over the products they brought by educating themselves with the science behind products and their ingredients, allowing them to personalise products with their needs whilst foregoing inflated prices that come with big brand names. As lockdown drew to a close, the mindset persisted within consumers. Now, value based brands such as Aldi are capitalising on this by releasing a line of their own fragrances that duplicate the likes of Thierry Mugler’s ‘Angel’ and ‘Decadence’ by Marc Jacobs.

With word of mouth being a key player in the beauty and fashion space, influencers from all of TikTok, YouTube and Instagram have only allowed knowledge of dupes to spread like wild fire, giving rise to the ‘Buy this – not this’ trend on social media. By seeing influencers advocate for lesser known products and brands, consumers’ need to research products are cut short and are more willing to trust dupes quickly. Moreover, blogs and websites such as ‘Dupe Shop’ and ‘Finding Favourites’ also help guide shoppers into finding the right imitation products. This has meant that the popularity of dupes now span beyond beauty, spilling onto other non-essential items that Brits are finding hard to forego, such as luxury fashion and homeware. Now sellers such as DHGate are enjoying a lot of attention from bargain hunters on TikTok.

Besides the illegality of counterfeit luxury items, it also signals to consumers’ waning brand loyalty. Turned off with the idea of giving their hard-earned money to large corporations and brand names, cluttered markets such as beauty and fashion which offer many different options to the everyday shopper are seeing consumers prioritise their financial security and seeking the thrill of a bargain.

However, dupes also have their own shortcomings and are not a one sized fits all solution to all shoppers’ necessities. Besides the implications of quality issues, there is also a stigma with buying dupes, especially if they are visibly an imitation product.

What this teaches all brands, whether they are budget-based or high end – is that consumers’ priorities are shifting. Where quality, sustainability and brand reputation might have been important before, current economic and political climates are certainly morphing consumers’ shopping behaviours.

Sources: Canvas8, the7stars QT

When Instagram announced in a blog post this month that it was expanding its Remix feature, making it easier for users to create and share video content whilst ensuring each new video uploaded to the platform would automatically become a Reel, the backlash from disgruntled users was seismic. It was also entirely expected.​

Upon launch in 2020, Meta’s Reels feature was variously described as a TikTok copycat. At the time, users took to their profiles to lambast Instagram for moving away from its core, photo-sharing premise. Undeterred, Meta quietly continued to develop Reels, waiting for the dust to settle before the next phase of its all-in gamble on video content.​

History tells us we’ve been here before. Rewind to 2016, and Meta had another, share-stealing competitor in its sights. Snapchat’s short-form, finite stories had revolutionised the way users shared content online, posing a serious threat to Facebook and Instagram’s longstanding hold on the social media industry. Upon introducing Stories to these platforms, Meta was met with an at-times furious user backlash, and reporters united to label it a Snapchat clone. The response, from Instagram’s then-Vice President of Product, Kevin Weil, was unequivocal: “this is the way the tech industry works”. ​

Indeed, with the latest Reels roll-out, Meta is not the only company tempted by a slice of the TikTok pie; Twitter has tested a new For You page, where users are fed a continuous stream of video content. Such developments have proved polarising among users: the7stars’ Lowdown found only 33% of 16-34s supported the trend, with 39% hoping Instagram would reverse course. But will such fierce debate among users dissuade Meta from its pivot towards video content?​

Whilst the furore over the launches of Stories and Reels eventually died down, with at least the former now viewed as an essential part of Instagram’s offering, with this latest announcement Meta may have encountered more ferocious opponents. Influencers including Kim Kardashian and Kylie Jenner took to their stories to plead ‘Make Instagram Instagram Again’. Perhaps sweating over the immediate 6% drop in its share price – part of a year-long Meta stocks slump – Instagram CEO Adam Mosseri announced the company was temporarily hitting the brakes on the Reels roll-out.​

But while the outcry may have prompted a moratorium on the ‘Tiktok-ification’ of Instagram, it will likely only be temporary. With Meta’s userbase ageing and TikTok growing rapidly among Gen Z, the increased homogenisation of social media platforms is likely to continue. And with the opportunity to potentially reach Instagram’s two million-strong monthly users with curated, brand-led video content, brands should be ready for the next step in the process. ​

The Effect of Success

The success of the Lionesses has had a seismic impact on both consumer and commercial interest in women’s football. Sponsorships from brands such as Pepsi Max and Doritos serve as signifiers of the trajectory of the women’s game, which as been amplified by the recent success of England. Women’s sport viewership in the UK has been increasing 140% year on year, and the7stars research shows that 57% say the Lionesses’ success has made them more interested in women’s football.

Culturally, the Lionesses have already had a significant impact on changing attitudes and inspiring a generation of girls to take up football. However, this influence must be passed into the Women’s Super League (WSL) commercially in order to benefit the women’s game in the long term. Attendance at WSL games has been poor in previous seasons, in 2021/22 the WSL average attendance was 2,282; under half of the FA’s attendance goal by 2024. However, momentum from the Euros is already having an impact, Manchester United initially sold-out tickets to their opening game of the season and have opened an additional stand in order to make more tickets available. However, ensuring this momentum remains throughout the season will be a significant concern for stakeholders of the WSL. Comparisons can be drawn to the 2019 Women’s World Cup which recorded significant interest at the time of the tournament, only for it to dissipate before the WSL. However, the Euros has had over twice the amount of interest and therefore may be in a better position to avoid this post tournament slump.

The Opportunity for Brands

The growth of women’s football creates a unique and multi-faceted media opportunity, as it can expose brands who are familiar with football to a new demographic, this is particularly significant for brands such as bookmakers. The WSL could grow to mirror the Women’s National Basket Association (WNBA) which exemplifies this opportunity. The WNBA’s betting partner specifically targets women through a ‘Bet on Women’ predictor game which combines both sport and popular culture, attempting to bring more women into gambling. The UK may follow this trend as bookmakers adapt to capture a new demographic which is increasingly interacting with football.

Brands who previously considered advertising on football unviable are also presented with a new opportunity as their target demographic may be increasingly interacting with football. Women’s football can be a particularly palatable sponsorship opportunity for these types of brands due to the positivity and togetherness that surrounds the Lionesses.

Whilst 42% of people think brands must do more to support women’s football at a professional level (the7stars Lightbox Lowdown), there is an element of risk for those who follow the momentum created by the Euros. Interest in the Lionesses has had a meteoric rise, but this also means that prospective sponsors must do additional diligence to ensure that their efforts come across as authentic. This suspicion can be combatted by showing commitment to the grassroots of the women’s game by championing principles such visibility and accessibility, this approach is exemplified by Nike’s Women’s Euros campaign.

Sources: SportsProMedia, Reuters, Nielsen, Google Analytics, 90min, the7stars Lightbox Lowdown

Last week, the UK’s hottest day on record saw blazes and wildfires break out across the country and transports systems buckle in the heat. Supermarket shelves were also left sparse, as consumers prepared for the sweltering temperatures, sending sales of staple summer products soaring.

For brands, weather conditions can have a powerful influence on consumption habits. Factors such as temperature, rainfall, humidity, pollen levels and sun exposure can all affect consumer mood and mentality, in turn dictating purchase decisions and propensity to spend. It’s important that brands understand how their audiences are affected by changing weather, to increase the opportunity for contextual communications and to ensure that consumers are being reached in the right mindset in the right place at the right time.

A host of brands used the recent heatwave as an opportunity to engage with their audiences. Magnum ran a 24-hour outdoor campaign, encouraging purchase with an “on the hottest day ever, enjoy it before it melts” message. But it’s not just those brands that are more blatantly connected to climate that can benefit from weather-related activations; Nando’s also jumped on board, tweaking their ‘Peri-ometer’ to mark the hottest day on record, whilst Showcase Cinemas offered free tickets to redheads to encourage them to escape to air-conditioned cinemas.

Brands can also take a more strategic approach to weather and climate. the7stars client Kopparberg are currently live with a temperature-activated social and outdoor campaign to boost cider sales on warmer days, with ads going live once a certain temperature is reached. And whilst weather-activated targeting is no new concept, innovations in the area continue to be made. Encouraged by advertisers, last year, ITV Hub became the first UK broadcaster to launch real-time weather targeting for their self-service programmatic users, showing that appetite for weather-based media planning is there. And with new data and technology continually offering more sophisticated targeting opportunities, it looks set to remain.

It is, however, important to remember the more serious side to the recent heatwave. Extreme weather conditions are a consequence of a warming planet and pose a real threat to life and livelihoods across the globe. This is a reality that is not being over-looked by consumers; according to our most recent Lightbox Lowdown, 70% of the population worry about heatwaves becoming more common. It’s therefore important for brands to not only be agile in response to ever-changing weather patterns, but to also be mindful of the risk of being seen to profit from climate change when using highly contextual weather-activated campaigns.

Sources: the7stars Lightbox Lowdown, Campaign

The cost-of-living crisis continues to strengthen its hold on UK consumers with two-fifths of the nation less comfortable on their income than a year ago, as found by the latest wave of our state-of-the-nation tracker, The QT. With recent calculations suggesting the average family’s monthly costs being £400 higher than last year, it is unsurprising consumers are feeling squeezed. ​

To alleviate the crisis’s impact, consumers are already changing their behaviours. 48% are now choosing one supermarket over another to save money (vs. 39% at the start of 2022). In fact, the7stars’ People First Response in a Crisis whitepaper found that two-thirds are already making compromises on what they buy or do to live more comfortably. With inflation at a forty-year high at nine percent, the pressure on finances is sadly going to increase for the foreseeable future, so these behaviour changes are likely to continue.​

Despite economic woe growing, consumers’ environmental concern remains high. Our Sustainable Now whitepaper found that 44% of people are more concerned about sustainability than pre-covid, and a quarter consider the environment the top issue facing the UK according to YouGov. However, we also discovered a tension between environmental concern and a desire to do more to help. This is supported by Kantar’s finding that only 2 in 5 consider themselves eco-conscious in practice in the UK (versus 3 in 5 globally).​

Further, being green often comes at a cost, studies have found that three-quarters of consumers are willing to pay five percent more to make sustainable purchases. However, the cost-of-living crisis is understandably having an impact on this willingness. 42% of shoppers now plan to focus more on price & quality over environmental considerations moving forward, up from 35% last year. And with higher prices already being the main reason to swerve greener choices, the tension between the environment and cost is intensifying. We’re understandably seeing the focus for many move to a ‘me’ rather than ‘we’ mentality.​

Subsequently, consumers will be open to, if not expectant of, brands to help them navigate their green and financial concerns in unison in the future. Whether it’s by swallowing some of the production cost increases of more environmentally friendly products, identifying ways consumers can make greener but also cost-saving behaviour changes, or focusing NPD to deliver greener products and services at lower prices, there are a multitude of ways brands can help consumers cost-climate concerns.​

IGD – Could the cost of living crisis derail sustainable shopping habits?​
Delioitte – The cost of buying green​
Industry Europe – Conscious consumption habits climb despite rising cost of living​
Kantar – Is the cost-of-living crisis impacting consumer support of sustainable practices?​

Since the beginning of time, it was expected that those with more had a responsibility to use those resources to do more. And as brands begun to dominate our world the same demands were asked of them. Some brands deliver on these demands better than others, while others are accused of greenwashing or being profiteers of social issues. This article will explore why brands should use proven marketing strategies when seeking to further social goals.

We all have the heart to do good but that doesn’t necessarily mean we are best placed to attempt to this alone or fully committed to delivering. Coca-Cola as an example, are a company that has been adamant for a while that they are making progress in tackling packaging waste, but in an annual report released by Break Free From Plastic, Coca-Cola was ranked as the world’s number one plastic polluter (for the second year running). Of course, the company’s detractors jumped at the opportunity to shun them for failing to decrease their use of plastic bottles but also for their statement claiming they would not abandon the use of plastic bottles, as it was a popular choice of their customers, as such passing responsibility onto their customers and demonstrating their lack of sincerity and commitment to the cause. But it does also raise the question that can you make change as a brand if the people in that world don’t want to be saved? Businesses like Coca-Cola operate (like many of its kind) on the principle, if it makes money, it makes sense. Therefore, if their customers, prioritised the environment over their convenient ‘popular choice’ Coca-Cola would be more inclined to make the change. And, like I say, fast food restaurants may cook unhealthy food, but you put it in your mouth. Secondly, for those versed with the story of Avatar, you don’t send Jake Sully to save the people you’re hurting unless you want him to really save those people and burn you down. What I mean by this is that if there is a genuine yearning to give meaning to your brand beyond money making, but you don’t have the credibility within that space, look to partner with someone who does. Had Coca-Cola really wanted to honour their promise they should have been prepared to burn some of their earnings. So, if not by removing plastic bottles, then by partnering or supporting another cause, which supports the environment.

On the other hand, to Coca-Cola, at the vanguard of excellency in marketing and social endeavours, is Nike. They have excelled in almost all their attempts because they understand even though they make sports apparel and footwear, they are nothing without the athletes/people who associate themselves with it. If there is no Michael Jordan, there isn’t a cult of hungry Jordan sneaker heads for generations to come. In 1994, an article was released which exposed Nike for their use of Child Labour and subsequently ushered a lot of backlash. In stark contrast to Coca-Cola, Nike responded by appointing Kirk Stewart, and set alight a new dawn for the brand which took the position to own up to their mistakes as part of an effort to be transparent and accountable, which was their redemption by burning themselves for the world to see. Because it is only by true sacrifice, that penance can be accepted and only after then can you ensure that you not only keep public favour but continue attracting athletes and partnerships, which provide the additional brand legitimacy. Additionally, their partnership with DyeCoo Textile Systems, which removes water waste from the production process and makes sure that no chemicals are released into the water table, reduced energy consumption by 60%. Even today, Nike continue their efforts with initiatives like ‘Made to Play’ which focuses on the kids that face the greatest barriers by giving them opportunities to play and see role models like them, so in effect through meaningful partnerships. Continuously, Nike have showed their strength by understanding the importance in partnering with people and organisations that are much more credible than themselves, after all they specialise in selling clothes not serving social causes.

To conclude, when as a brand you decide to make the decision to align yourself with a cause or a movement it is paramount to its success and acceptance from the public that you fully commit to it and don’t just go with something that is a buzz topic or a popular movement, that introspectively doesn’t agree with your business beliefs, you wouldn’t do the same with marketing decisions. So, why do it with social ones?

Source: https://www.campaignlive.co.uk/article/i-learned-media-360-ten-takeaways-media-planner/1788016 https://earth.org/greenwashing-companies-corporations/ https://www.theguardian.com/environment/2020/dec/07/coca-cola-pepsi-and-nestle-named-top-plastic-polluters-for-third-year-in-a-row https://chemtech-us.com/articles/6-lessons-learned-from-nikes-corporate-social-responsibility-efforts/