You might think that, in the current climate, making marketing predictions is a fool’s errand. The past year has been filled with challenges that few people anticipated.
But even in times of rapid change, taking a moment to think about what’s on the horizon can help ensure you’re ready for whatever comes your way. To help, we spoke with members and recent graduates of Google’s Associate Product Marketing Manager (APMM) program, which identifies and nurtures the next generation of marketing leaders. They shared their takes on what the next year will bring, and how brands should rethink their 2021 marketing strategies in response.
1. People will see through brand virtue signalling
After a summer of protests over police brutality and racial injustice, brands were tripping over themselves to make a commitment to diversity and inclusion. But as the news cycle moved on, all too many went back to business as usual. A recent analysis found that, at the height of the Black Lives Matter protests, 25% of beauty ads featured models with darker skin tones; just two months later, that figure had dropped to 16%.
People are starting to see through these performative gestures. “According to the Edelman Trust Barometer, 63% of Americans believe that brands that issue a statement in support of racial equity need to follow up with concrete action,” explains Jess Kim, a B2C insights specialist in Google marketing. “If they don’t, they’ll be seen as exploitative.”
When making their 2021 plans, marketers will need to find authentic ways to incorporate social and environmental issues into their everyday work. “Last year, Google Play’s rewards program began letting members in the U.S. use their points to support nonprofits,” says Daniel Ferguson, who works on Google Play’s marketing team. He thinks similar initiatives will take off in 2021. “Research shows Gen Z and millennials are more inclined to hold brands accountable to their corporate social responsibility goals. Next year, expect brands to elevate their CSR beyond point-of-sale donations and round-up requests, and find innovative ways for consumers to join their efforts.”
63% of Americans believe that brands that issue a statement in support of racial equity need to follow up with concrete action.
2. People will actively seek out brands that align with their own values
Consumers are thinking more about what the brands they choose say about them, and expect more from the businesses they support.
“People want to believe in what they’re buying, and increasingly seek to align their personal values with their shopping habits. Research has found that consumers prefer to purchase from purpose-driven companies. Successful brands will authentically align themselves with societal causes and communicate those values to their customers clearly and consistently,” says Alexandra LeVoguer, a B2B specialist on Google Canada’s marketing team.
When planning for 2021, organizations should think of ways to make it easier for customers to make value-based decisions. Inspiration can be found in direct-to-consumer (DTC) strategies.
“The new wave of online DTC businesses are leading the charge. Data has shown DTC brands are more likely to be searched together with causes like ‘sustainable’ and ‘anti-cruelty.’ These brands are finding creative ways to offer customers options, like Glossier, which allows buyers to select a minimized packaging option at checkout, or DTC supporter Shopify, who added a carbon offsetter to their famous BFCM Globe in 2020,” says Taylor Davis, a Google Canada marketing e-commerce specialist.
Next year, expect more brands to integrate sustainability directly into their tech and products, rather than as separate CSR initiatives.
