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Havas Horizon: Meaningful Trends for 2020

Havas Horizon: Meaningful Trends for 2020

Mallika Shankarnarayan

Mallika Shankarnarayan

December 19, 2019

As consumers are increasingly looking to brands for more than just functional benefits, Havas Group Singapore shares 5 meaningful trends for 2020 that marketers should prepare for.

"By inextricably weaving diverse capabilities in the journey to build more Meaningful Brands, they proved that if it is truly good for people, it will be good for business."

Marketers today are at crossroads where they are struggling to balance the ability to map every consumer behavior that data and tech now enables, to moving people seamlessly across touchpoints while also continuing to inspire them with brand experiences of consequence.

Meanwhile, we are facing a crisis of a different kind—with the banality of experiences, inane content, and interfaces from brands & platforms that interrupt more than entertain, that serve more as weapons of mass distraction rather than adding value to lives.

In all of this noise, what separates the good from the great is a brand’s commitment and its ability to put people and their needs front, back and center when designing experiences that matter with a value exchange of authentic consequence. In other words, the ability to be Meaningful.

A lot of brands woke up to the fact that if they didn’t do anything to help the world today, they would cease to exist in the next five to 10 years and thus leveraged the voice of the brand to make a positive dent in the world we live in. In doing so they broke the silos between Media, Creativity, Data and Technology to do right by the people. By inextricably weaving diverse capabilities in the journey to build more Meaningful Brands, they proved that if it is truly good for people, it will be good for business.

As we move into 2020, I’d like to wish you a year that knocks the hell out of all previous years when it comes to mattering in ways that are truly meaningful.

Here’s the executive summary of the top 5 trends to get you inspired and going!

Trend #1: FOR GOODNESS SAKE!

Marketers are increasingly focused on being of consequence to people in ways that truly matter by being inclusive and focusing on sustainable actions that impact the today and tomorrow. For brands, think about how to impact meaningful long-term change from the inside out.

Trend #2: BLURRING LINES EVERYWHERE

With technology, the world is your playground. Marketers are going beyond traditional confines and leveraging games, music, entertainment, and even cryptocurrency as the highway to forge a better relationship with their audiences. This means any avenue can now be a brand’s inroad to building both equity AND sales.

Trend #3: “BE” THE STORY, NOT JUST TELL IT

Walk the talk. Respond with an “act” not just an “advt.” For brands this means actioning on building trust with real fans, people and influencers, and including them as an integral part to tell and extend the brand’s story in ways that are uniquely local.

Trend #4: DATASPIRED CONVERGENCE

Data is not new news. What is new though, is the intention to fuse AI smarts with the contextual creativity of HI—Human Intelligence for more ethical, responsive 1-to-1 sensing. A counter-trend warns about the dangers of hyper-personalization, but the better-abled brands can navigate through it effectively.

Trend #5: READY FOR REAL-TIME CULTURE

Being knee-deep into culture means the ability to take the right stand and leverage flashpoints in culture to bring to life values that the brand espouses. For brands, this means staying plugged into culture 24-7, and using the knowledge and judgment to create empowering conversations.

 

For the full read in PDF, please email us at strategy.sg@havas.com

 

Contributions by Mallika Shankarnarayan, Chief Strategy Officer, Vineet Kumar, Director of Research and Insights, Gereld Khoong, Associate Planning Director, Alexis Cheong, Senior strategist, and Adrianne Pan, Strategist.

"By inextricably weaving diverse capabilities in the journey to build more Meaningful Brands, they proved that if it is truly good for people, it will be good for business."

Marketers today are at crossroads where they are struggling to balance the ability to map every consumer behavior that data and tech now enables, to moving people seamlessly across touchpoints while also continuing to inspire them with brand experiences of consequence.

Meanwhile, we are facing a crisis of a different kind—with the banality of experiences, inane content, and interfaces from brands & platforms that interrupt more than entertain, that serve more as weapons of mass distraction rather than adding value to lives.

In all of this noise, what separates the good from the great is a brand’s commitment and its ability to put people and their needs front, back and center when designing experiences that matter with a value exchange of authentic consequence. In other words, the ability to be Meaningful.

A lot of brands woke up to the fact that if they didn’t do anything to help the world today, they would cease to exist in the next five to 10 years and thus leveraged the voice of the brand to make a positive dent in the world we live in. In doing so they broke the silos between Media, Creativity, Data and Technology to do right by the people. By inextricably weaving diverse capabilities in the journey to build more Meaningful Brands, they proved that if it is truly good for people, it will be good for business.

As we move into 2020, I’d like to wish you a year that knocks the hell out of all previous years when it comes to mattering in ways that are truly meaningful.

Here’s the executive summary of the top 5 trends to get you inspired and going!

Trend #1: FOR GOODNESS SAKE!

Marketers are increasingly focused on being of consequence to people in ways that truly matter by being inclusive and focusing on sustainable actions that impact the today and tomorrow. For brands, think about how to impact meaningful long-term change from the inside out.

Trend #2: BLURRING LINES EVERYWHERE

With technology, the world is your playground. Marketers are going beyond traditional confines and leveraging games, music, entertainment, and even cryptocurrency as the highway to forge a better relationship with their audiences. This means any avenue can now be a brand’s inroad to building both equity AND sales.

Trend #3: “BE” THE STORY, NOT JUST TELL IT

Walk the talk. Respond with an “act” not just an “advt.” For brands this means actioning on building trust with real fans, people and influencers, and including them as an integral part to tell and extend the brand’s story in ways that are uniquely local.

Trend #4: DATASPIRED CONVERGENCE

Data is not new news. What is new though, is the intention to fuse AI smarts with the contextual creativity of HI—Human Intelligence for more ethical, responsive 1-to-1 sensing. A counter-trend warns about the dangers of hyper-personalization, but the better-abled brands can navigate through it effectively.

Trend #5: READY FOR REAL-TIME CULTURE

Being knee-deep into culture means the ability to take the right stand and leverage flashpoints in culture to bring to life values that the brand espouses. For brands, this means staying plugged into culture 24-7, and using the knowledge and judgment to create empowering conversations.

 

For the full read in PDF, please email us at strategy.sg@havas.com

 

Contributions by Mallika Shankarnarayan, Chief Strategy Officer, Vineet Kumar, Director of Research and Insights, Gereld Khoong, Associate Planning Director, Alexis Cheong, Senior strategist, and Adrianne Pan, Strategist.

Choice Architect obsessed with the science and art of Behavior Change and even more obsessed about using this knowledge as a force for good.

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