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Purpose, co-creation, identity and democracy: marketing visions from Ogilvy PR’s Futures report

The marketing and communications landscape is moving away from curated, timebound campaigns to collaborative, crowd-driven productions, according to the latest instalment of Ogilvy PR’s Futures Report.

Released today, the ‘Alchemy, Avatars and Altered Authority’ report unpacks key marketing and communications themes gathered from local and international industry events and festivals.

Diving into trends across four industry realms, the report highlights the rise of co-authorship where brand fans and social creatives are invited to compose shared narratives with businesses.

‘Altruism’ looks at trends in purpose marketing through which brands and organisations rethink how they operate based on a new understanding of their place in the world. Addressing issues ranging from sustainability to cultural diversity, businesses are striving to integrate purpose-driven marketing into their long-term strategy rather than relying on single-issue campaigns.

‘Authors’ refers to the emergence of co-creation on new platforms such as the metaverse, where people express themselves differently and provide alternative opportunities for brand interactions. With the third age of the internet on the horizon and the further diversification of social media, brands need to acknowledge consumers’ increasingly proactive roles in brand stories.

Image: Fortnite & Balenciaga

‘Avatars’ are consumers’ adventures in identities as the world moves further into the digital realm. With the options to be whoever or whatever they like in these new worlds, consumers are giving brands the chance to lean into the possibilities.

‘Altered Authority’ points to the re-empowerment of democracy. An altered sense of authority creates a new role for brands and organisations, as governments around the globe struggle to get on top of the world’s increasingly complex problems.

Richard Brett

CEO of Ogilvy PR and Ogilvy Health, Richard Brett, points out that the shift away from a “push” marketing approach is enabled by technological development and more self-aware consumers.

“This alchemy between brands and passionate creators is fuelled by technology, and as that technology becomes more advanced, the opportunities for brands and governments to engage also become greater.

“Co-creation, collaboration, citizen empowerment and inclusive digital personas are not only driving new types of engagement and approaches to creativity, but also ways to govern and the development of the digital economy.

“Our study shows that a number of leading global brands have already made bold choices and taken their marketing in new directions. It’s encouraging to see these brands and organisations stepping up with real integrity.

“Those that take the leap will thrive in this new era, and those that resist any shift may find themselves grappling to engage with consumers or address cultural changes in the future.”

Insights in this report are built around works showcased at the Cannes Lions International Festival of Creativity, Dark Mofo, Semi Permanent, TEDx and Nudgestock.

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