Ogilvy PR unveils ‘forces of the future’ in new study including cyborgs and clones

Ogilvy PR has released its Futures #3 report identifying the seven forces of the future which will impact Australian brands and businesses: cultivators, communities, creators, constitutors, corporates, cyborgs and clones.

The report concluded people “will crave good news stories” and organisations and brands should seize the opportunity to be optimistic and “give people joyful experiences to help them find their optimistic side in a world of bad news”.


The report added brands should “celebrate the dull” and give consumers an escape from technology by using real emotional stories of everyday struggles to promote a product or service.

The study found brands which start with a purpose and create a product or campaign to benefit a cause and give control to the community will resonate with consumers more.

Creating a strategy which finds ways of bringing people together, finding human truths and finding ways to make a brand vulnerable and human, will increase consumer engagement, the report has said.

Consumers are looking for ‘people like us’ to engage with and buy from, with the report advising brands to become more humanised and personable.

According to the report, an issue facing the industry this year particularly has been the exposure to visuals, with consumers overloaded with video and image content.

The Ogilvy PR Australia report has advised brands live by the ‘three-second rule’ (grabbing the consumer’s attention within three seconds) and summarise the campaign with a visual and not a sentence – or use jarring images which will cause for viewers to glance for a second time.

Richard Brett, deputy CEO at Ogilvy PR, said: “We’re living in a content bubble, with ever increasing amounts of shows, images, messages and information distracting us, so to cut through peoples’, organisations’ and brands’ clutter we need quick and simple ways to engage our target audience.

“It has never been more important for business and brands to understand change, where it’s headed and what it means.

“In today’s fast-paced digital world, a wealth of instantly accessible information, globalisation and social media have exponentially increased the emergence of new trends.”


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