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"No me lo digas, demuéstramelo". Una visión futura del marketing | Karen Goldberg | TEDxTolucaWomen
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"No me lo digas, demuéstramelo". Una visión futura del marketing | Karen Goldberg | TEDxTolucaWomen

Envisioning the Future of Marketing

The discussion delves into the evolving consumer mindset, particularly focusing on Generation Z and their impact on marketing strategies.

Understanding Generation Z

  • Generation Z, born between 1997 and 2012, is characterized by their vocal activism and quest for social change.
  • Over half of Generation Z believes brands should address social issues, with a similar proportion expecting brands to tackle environmental problems.

Changing Consumer Behavior

  • 84% of Generation Z consumers are willing to pay more for products associated with social causes.
  • Brands must adapt to the changing consumer landscape as consumers now play a significant role in shaping brand identities.

Behavior Brands: Shaping the Future of Marketing

The concept of Behavior Brands is introduced, emphasizing the shift from traditional marketing approaches to brands that actively engage in societal change.

Characteristics of Behavior Brands

  • Behavior Brands focus on action rather than promotion, aligning with consumer values and demonstrating tangible change.
  • Detonating change involves active participation in societal issues rather than merely promoting them.

Examples of Behavior Brands

Illustrative examples showcase how certain brands embody the principles of Behavior Brands through their actions and values alignment.

H&M's Sustainability Initiatives

  • H&M's sustainability efforts include a large collection made from recycled materials and incentivizing customers to participate in recycling programs.

Value Alignment in Brand Support

  • Brands should support causes that resonate with their mission and values; for instance, food brands addressing malnutrition or fashion brands promoting sustainability.

Case Studies: Dove vs. Victoria's Secret

A comparison between Dove's value-driven approach and Victoria's Secret's misalignment with consumer expectations highlights the importance of congruence between brand values and actions.

Dove's Empowerment Campaign

  • Dove focuses on promoting authentic beauty standards, providing free resources for self-esteem education among young women.

Victoria's Secret Controversy

Understanding Behavior Brands

The section discusses the importance of authenticity and congruence in brand-influencer partnerships, emphasizing the need for brands to demonstrate genuine change rather than just storytelling.

Hershey's Campaign Example

  • Hershey's campaign "Hacer el bien sabe bien" involved influencers interacting with people in poverty, leading to backlash when consumers felt deceived.

Influencer Selection Criteria

  • Using influencers requires careful selection based on alignment with brand values and reputation management to avoid negative associations.

Characteristics of Behavior Brands

  • Behavior Brands must showcase tangible change instead of just narratives to resonate with consumers.

Demonstrating Commitment as a Brand

  • Brands today must prove their commitment through actions, not just words, by creating meaningful experiences and interactions with consumers.

Aerie: A Case Study in Behavior Branding

This segment explores how Aerie exemplifies behavior branding through inclusive product offerings, body positivity messaging, and authentic communication strategies.

Inclusive Product Range

  • Aerie's inclusive sizing from XXS to XXL and adjustable models cater to diverse body types, enhancing the shopping experience for all customers.

Positive Shopping Experience

  • Aerie aims to create a welcoming environment where customers feel comfortable and confident from entering the store until leaving.

Authentic Communication Approach

  • By refraining from retouching images since 2014, Aerie promotes body acceptance by showcasing real women with imperfections in its marketing materials.

Consumer-Marketer Relationship Evolution

The discussion delves into the evolving dynamics between consumers and brands, emphasizing mutual responsibility based on awareness, coherence, and conscious decision-making.

New Consumer-Marketer Contract

  • A revised consumer-brand relationship model necessitates informed consumer choices and active brand listening and responsiveness for mutual growth.

Understanding Consumer Motivations

Video description

Durante años, las marcas han enfocado sus estrategias de marketing en crear discursos que propaguen sus valores, logros e iniciativas. Hoy, parece que esa visión de la mercadotecnia se está quedando corta. Los consumidores han cambiado. Cada vez son más conscientes de su entorno y buscan, a través de su estilo de vida, tener un efecto positivo en el mundo. Por lo que ahora, exigen rendición de cuentas por parte de las marcas y buscan consumir productos que vayan acorde a sus valores. Esto implica un gran reto para la industria, ya que las marcas tendrán que invertir recursos y esfuerzos en conocer mejor a su consumidor y demostrarle, a través de acciones, que cumplen con una visión positiva del mundo. En el marketing del futuro no será suficiente con comunicar, las marcas también tendrán que actuar. Profesional con 18 años de experiencia en el área de marketing generando estrategias 360° para lograr el posicionamiento de marcas internacionalmente reconocidas en el mercado latinoamericano como: Tommy Hilfiger, Guess, Express, Chaps, Loft, Rapsodia, Brooks Brothers, Coach, Thomas Pink, Marc by Marc Jacobs, Emporio Armani, Brunello Cucinelli, Theory, Kate Spade New York, Crate and Barrel, Victoria’s Secret Beauty and Accessories, Abercrombie & Fitch, Hollister, Bath and Body Works, JULIO y ahora en American Eagle y Aerie. Experiencia en áreas de Retail Marketing, Marketing Digital, E-commerce, Relaciones Públicas, Performance Marketing, Comunicación, Investigación de Mercados, Programas de Lealtad y CRM. Estudió Comunicación en la Universidad Anáhuac especializándose en Publicidad, cursó el Diplomado “Kellogg on Marketing” en Kellogg School of Management en Chicago y el Diplomado en Alta Dirección por el IPADE. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx