Ayzenberg Junior Strategist Ashley Otah recounts the past week’s trends.
Sunshine on a cloudy day. In “Corona’s Natural Billboard” campaign, the company channels all things sunny and 75 to capture a billboard ‘100 naturally.’ In Brighton, the out-of-home (OOH) stands out as the sun comes down, casting the iconic silhouette and hidden message: “Made from the natural world.” The campaign offers a different take from those involving hundreds of physical cutouts, papers, or items floating around cities to perform the perfect stunt. As sustainability is becoming increasingly important to consumers across the globe, brands must take note as sustainability is an expectation. According to Simon-Kucher & Partners Global Sustainability 2021 Study, seismic shifts are currently happening. One is that globally, 85 percent of people indicate they have shifted purchasing habits towards being more sustainable. Like the campaign above, activations will need to involve less waste and lean into more environmentally friendly executions.
Talk about it. Duolingo, the language-learning website and mobile app, opens a taqueria that aims to help diners practice their Spanish. After opting into Dulingo’s “Espanol Challenge,” restaurant-goers can receive a discount. The tech company is biting into a new category that other companies have attempted to bridge. Whether through loyalty programs, discounts, or even free food, brands have missed the opportunity to marry their missions to their current or future models. Although gaining brand recognition and affinity, the efforts leave their sustainability in question. Carving out a creative niche and leaning into what may seem to be the impossible has served Duolingo well and showcases how brands can lean into their white spaces.
Quick, take a pic. Another authentic photo-sharing application has popped up on the scene. Poparazzi, an app aimed at making your friends your paparazzi, came out last year with quite a buzz. This year, it is gaining traction once again. The catch, users are not able to post pictures of themselves, but their friends shape their social profiles by doing so. The ability to show up authentically, share meaningful moments, and the option to prioritize creativity are qualities that more and more consumers are looking for. That is where the app succeeds. However, the access to entire contact lists, photos, and more is where the app teeters across a line of privacy many do not want to delve into. Nevertheless, the app’s continued success indicates that more and more are craving cultivated social spaces, authenticity, and new digital outlets. Brands can take the opportunity to tap into the changing landscape of digital and create spaces to let audiences do what they do best: connect.