Here we are, experiencing the future that we planned and researched. It is wonderful when the result of this work appears before our eyes. All events, globally, place us at the forefront of a new generation that, following evolutionary logic, thinks and acts differently. Many of the things that until then were restricted to academics…
When it comes to marketing, contemporary consumers are aware of something that is unfortunately more common than we would like: fanciful and empty speeches that are not reflected in practice. In order to avoid this kind of embarrassment, it is important to understand expectations when an institution approaches certain issues. Every caution is recommended here; approach and appropriation are separated by a thin line. What basic, careful steps should be taken in this endeavor?
The main issue facing Afro-descendants today is representation. In this sense, afrofuturism offers a means of thinking about a possible future with more justice for the Black population. It is a way of imagining and building possible futures from a culturally Black perspective; a connection between the imagination, technology, the future, and liberation.
The traditional knowledge of midwives and faith healers is starting to gain recognition and is being recovered, with new life, by the awakening of a new consciousness that goes hand in hand with a decline in consumption. Projects and brands are seeking more humanist values, prioritizing the reappropriation of women’s bodies, acceptance of organic processes, and reconnection with the sacred.
The chance to represent and include people who still do not occupy the space they deserve in campaigns and projects presents a great challenge. But it is precisely because it is so challenging that it is such a powerful opportunity to rethink creativity in Brazil. For those who see opportunity in this context, it is essential to understand that we need more than just inclusive discourse – we need inclusive practice, forging ties with the people who actually live these under-represented realities.
The vehement disapproval of discriminatory positions and the celebration of achievements by oppressed classes are behaviors that denounce intolerance and create demand for a new kind of sports reporting. When there are new parameters for creating idols, communication strives to fulfill an important social role.
Sexist campaigns have been a constant target of criticism, tarnishing the image of some traditional brands. Gender equality is increasingly an issue that affects consumer choices: it is time for brands to help liberate women without creating new stereotypes of the model woman. More than using empowerment as an advertising strategy, brands need to embrace gender equality in a real, tangible, and honest way.
The growth of conservatism has frightened many who once believed that the world had advanced in terms of human and civil rights. But the Tombamento Generation is taking the spotlight: a new wave of singers whose work is united by the representative force of society’s key issues — race, gender, and sexuality. This group of artists and their audience together strive to break down the standards of common sense.
It is worth looking closely at advertising to identify this compulsory condition: is it really the great villain responsible for unleashing the consumerism that is ravaging people and the planet? The answer is not so simple. Consumption, advertising and their symbolic meanings can be approached from another perspective. Advertising campaigns start to incorporate new contemporary codes that give rise to the culture of care: it’s time to talk to consumers with respect about this new concept of consumption.
Inclusion and diversity are no longer a desire of some, but a necessity for all. The growth of policies that foster female inclusion, training, and empowerment, alongside the explosion in female entrepreneurship, has weakened this invisible barrier and promises to shatter it for once and for all
Today there a lot of talk about gender identity, but there also are identities linked to social and economic classes, race, consumption, nationality, sexuality, and many others. There is no such thing as a single identity, but instead a puzzle that ends up creating what we cal the “SELF”: different identities that end up segmenting and framing us. To emancipate human beings it is necessary to reevaluate everything we do not consider a determining factor for the construction of identity.
Feeling the need for freer and more significant activity, and perceiving the new consumer-focused landscape, ad makers start to deny the age of excess. But if consumerism is reaching its end, what is advertising supposed to dedicate itself to? The answer is that the tug of war will be between two schools: one that wants to sell more and the other that wants to sell better.
It’s time to step out of the comfort zone and go beyond the comprehension of market shares, income range or social class; it’s time to start thinking about affinities and, most important of all, people. Unclassed is a behaviour tendency in which people become the protagonists of their own actions, they don’t want to simply appropriate ideals of the higher social strata anymore.
The quickness of changes in human behavior blurs the concept of generation. Youth no longer bares the title of unquestionable inspiration, excluding age as a matter of the contemporary. More than inclusion, there is also a market interest in this subject: the acknowledgment of a new class of consumers.
When gender identity enters the popular discussion subject, and markets that move trillions start paying attention to this matters, it is natural that the discussion clearly influences how companies will communicate and position their products from now on. Dictating how each gender must relate to consumption will be an act increasingly hated by the public, that now understands this division as a sign of belatedness.
Complex and paradoxal customers are making companies rethink the way they segment market. This classification is not limited only by social class, “economic power”, age-range or gender. To “Unclass” is to take a deep look inside people in order to understand their real motivations; only this way it will be possible to group them: by affinity.
How do we brake consumerism in a society ruled by brands and companies? Microtrends are showing our entire zeitgeist is turning to “less is more”. Consumers are getting more and more conscious. They are embracing new marketing models, capable to attend their needs and cravings with less harming impacts.
For many girls today, to consume less is a way of self-expression in the world. It means getting your hands dirty and developing a more purposeful and meaningful life. Unlike the life experience of their parents, to own is no longer synoym of success and security. Internet is a key player in this game, providing information and the exchange of experiences and knowledge between girls.
In a world with less money and more time and access to knowledge, values could not remain the same. Instead of handbags with huge label prints, suggesting its humongous prices, we are now looking for companies that print things we really care about. Consumption as a statement reveals consumers are very aware that everything bought carries a political load.