Consumers are much more aware of contrived messages and perfect appearances in marketing. Being flawless is no longer the ideal, as consumers seek to be true to oneself.

Desire for Real

Grounded in reality, consumers prefer to define their self-image. They take pride in living a balanced, unplugged, fulfilled and smart life. For consumers, quality of life is the priority.

For brands there is a thin line between authenticity and aspiration. Communicating authenticity through marketing can be hard. As consumers reject flawless portrayals, real-life stories can honestly connect with consumer. The product experience and strong core brand values can go a long way to building trust and loyalty with consumers.

Cultural Values

Authentic stories let brands connect with consumers on a personal level. A brand needs to show it’s in tune with the consumer’s experience, culture and values. Multicultural consumers in particular are concerned with their cultural heritage and have a strong desire to promote their culture to others. These consumers want brands to acknowledge their culture and values in advertising. It’s important for companies not just to cast ethnically diverse consumers, but to show the brand understands their passion points. Find the themes that truly resonate and connect with the target audience’s age cohort and preferences, according to research by the Collage Group.

Marketing Examples

Johnnie Walker’s (Diageo) This Land campaign shows a multicultural cast and a Hispanic male narrator reading the lyrics to the American song, This Land. The ad shows several people from various ages and walks of life working as rancher, dancer, doctor and veteran. The ad is meant to speak to all Americans and highlight the brand’s role as an icon of progress. At the same time, it resonates with the multicultural generation, who are deeply passionate about their role in contributing to the country’s advancement.

The Nationwide Voices campaign for the UK bank features a series of films showcasing poets speaking about trust, parenting and sending your child off to college. The scripts were written by the poets and aired as written. The theme for the campaign is centered around home, family and community. Each film ends with a tag that ties it back to a Nationwide feature such as its branches, loyalty or college savings programs. The first ad, Face to Face, by Sugar J. Poet discussed the value of a conversation in person versus having one over the phone. Nationwide tied the ad to its continued investment in local branches. The marketing effort seeks to illustrate the value of ordinary people coming together to achieve something they couldn’t on their own. The campaign’s style is real, stripped back, no soundtrack, no voice over with every performance straight to camera in a single take.

General Motors long running Chevy’s Real People, Not Actors campaign seeks to overcome consumer perceptions and apathy towards the brand. The focus group type format of the ads has expanded to worksites, to Uber rides and even a LEGO Batmobile themed spot. The campaign’s success comes from real people who are reacting to the Chevrolet brand in an authentic and honest way.

 

Key Takeaways

  • Consumers are rejecting flawless and contrived marketing messages.
  • Brands can engage consumers by being honest and culturally relevant.
  • Using real people in ads can make authentic and emotional connections.

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