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

Summary

The video script discusses the evolution of marketing, emphasizing the influence of Generation Z who expect brands to address social and environmental issues. Brands must become 'Behavior Brands,' actively participating in change rather than just promoting products. Successful examples like H&M and Dove demonstrate congruence with values and social responsibility, while missteps like Victoria Secret's approach to inclusivity highlight the importance of authenticity. The future of marketing lies in action, with brands and consumers sharing a mutual responsibility for societal impact.

Takeaways

• 🛍️ Consumer behavior has evolved beyond just seeking quality, competitive pricing, and convenience; today's consumers expect brands to align with their values and contribute to social change.
• 🌐 Generation Z, born between 1997 and 2012, is a key driver of this shift, with over half believing brands should be involved in social issues and considering brands responsible for environmental problems.
• 💰 A significant 84% of Generation Z are willing to pay more for products or brands that are involved with a social cause, indicating a strong willingness to support brands that align with their values.
• 🔄 The future of marketing lies in 'Behavior Brands'—those that act and are congruent with their values, rather than just promoting them.
• 🔧 Behavior Brands are characterized by three main features: they 'detonate' rather than 'promote', ensuring shared responsibility between the brand and the consumer; they are congruent with their values; and they demonstrate change through actions, not just words.
• 👕 H&M is an example of a Behavior Brand with a strong sustainability program, offering a large collection of recycled materials and incentivizing consumers to reduce waste and recycle clothes.
• 🏆 Brands must support causes that align with their mission, vision, values, and DNA to maintain authenticity and avoid incongruence with their brand image.
• 🦢 Dove is highlighted as a pioneer in promoting real beauty and self-esteem, providing free educational tools for young women and emphasizing the importance of authenticity over physical appearance.
• 👙 Victoria Secret's attempt at inclusivity was criticized for being insincere, showing a lack of understanding of the brand's values and the importance of genuine representation.
• 📈 Social media has amplified the voice of consumers, who can now quickly approve or disapprove of a brand's actions, potentially leading to positive or negative outcomes for the brand.
• 🍫 Hershey’s campaign misstep of using influencers to give food to impoverished individuals in exchange for social media exposure backfired, sparking consumer outrage and illustrating the importance of genuine social engagement.
• 👚 Aerie is recognized as a Behavior Brand for its commitment to body positivity, inclusive sizing, and authentic marketing that avoids photo retouching, promoting a positive and comfortable shopping experience.

Q & A

What has changed in consumer behavior according to the script?

Consumers are now more concerned with brands taking a stand on social issues, being environmentally responsible, and are willing to pay more for brands associated with social causes.

What is the significance of Generation Z in the context of marketing as mentioned in the script?

Generation Z, born between 1997 and 2012, is significant because they demand brands to be involved in social change and are willing to support brands that align with their values.

What percentage of young consumers are willing to pay more for a product or brand associated with a social cause?

84% of young consumers are willing to pay more for products or brands that are involved with a social cause.

What are the three main characteristics of Behavior Brands as described in the script?

Behavior Brands are characterized by initiating action (detonating) rather than just promoting, being congruent with their values, and demonstrating change.

How does the script differentiate between 'promoting' and 'detonating' in the context of brand action?

Promoting is an invitation to action that places responsibility on the consumer, while detonating is about taking action and sharing responsibility between the consumer and the brand for change.

Can you provide an example of a brand that 'detonates' change as per the script?

H&M is given as an example of a brand that detonates change through its sustainability program, which includes a large collection of recycled materials and incentives for consumers to recycle.

Why is congruence with a brand's values important when supporting causes?

Congruence with a brand's values ensures that the brand supports causes that align with its mission, vision, and identity, which helps maintain authenticity and trust with consumers.

What is Dove's approach to beauty and how does it reflect its values?

Dove promotes real beauty and self-esteem, offering free educational tools for young women and emphasizing that beauty is about being authentic and genuine, not just physical appearance.

What was the issue with Victoria Secret's attempt at inclusivity as described in the script?

Victoria Secret's attempt at inclusivity was criticized because they included a model who did not represent true body diversity, leading to a backlash for showing incongruence with their brand values of inclusivity.

How did the Hershey’s campaign backfire according to the script?

The Hershey’s campaign backfired because it was seen as exploiting people in poverty for social media publicity, which led to a negative consumer reaction and damage to the brand's reputation.

What does the script suggest about the future of marketing?

The future of marketing is about action and a new contract between consumers and brands based on co-responsibility, consciousness, and congruence, with a focus on brands understanding and addressing the causes that matter to consumers.