Ungendering, revivalism and attention wealth are three of the big trends you need to plan for – this year and down the road.what he calls
Encourage non-toxic masculinity: When men or boys express curiosity or passion for exploring traditionally feminine things, encourage them rather than offering quick, negative judgments. In your advertising, consider using non-conforming images and messaging when portraying men, helping them to feel it’s acceptable to love what they love and share emotions more openly.
Whenever possible, share your company’s history, capturing your employees’ stories about working at the company, to tap into this strand of consumer engagement. Attention wealth captures the fact our attention is our most valuable resource, leading people to be skeptical of those who manipulate us to get it. Instead people seek out those who communicate in more authentic ways. Here you should:Beware of spectacle backlash: To get attention, companies are becoming more dramatic in their marketing. And yes, some drama will be needed but be careful to not erode your credibility.
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