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Increased focus on ‘Good for Society’ among brands post-pandemic

Updated: Apr 19, 2023

There will be a greater focus on Social Good and ESG engagement among brands after the pandemic, according to a new study, with most people believing that brands should align with social issues and messages. , according to a new study.

Brands are under pressure to hit sustainable advertising goals over the next five years

World Media Group, a strategic alliance of the world’s leading media brands, has released its annual report: What is Leading Content Marketing?

The survey questions key influencers across advertisers, agencies, media brands and consulting firms, exploring the pandemic’s impact on advertising and how brands will navigate the world. fine-tuning their storytelling after a particularly challenging year.

Increased focus on Social Benefits

It appears that the crises of 2020 have caused brands to rethink their approach to Social Product and how it fits into their content-based communication and creative strategy. Eighty-four percent of all respondents believe that it is now more important and more effective for brands to engage themselves with social issues and messages. This is reflected in the fact that 80% of advertisers said their organization is committed to working towards the United Nations Sustainable Development Goals and/or actively pursuing the ESG [Environmental-Social-Governance] Strategic focus.

Nearly two-thirds (63%) of media owners, agencies and consultants say they see an increase in demand for innovative solutions that help communicate their clients’ approach to achieving ESG targets. Fifty-three percent of advertisers are leading with their ESG strategy in marketing communications to consumers, while 24% have a plan. 70% of advertisers believe that brands that are able to take the lead by telling authentic and trustworthy stories regarding ESG issues have a competitive advantage.

However, respondents quickly realized that brand authenticity is essential when communicating around ESG issues and that simply jumping on a hot topic or trend is no longer acceptable. take. Instead, a ‘evidence score of real-world actions’ is needed to demonstrate that it’s more than just a marketing tactic.

An authoritative and trustworthy environment for storytelling

When sharing their opinions on how brands, media owners, and agency groups can add impact and effectiveness to storytelling around these issues, more than two-thirds total respondents (67%) believe that the use of the voice of experts is an important factor. Sixty-two percent believe storytelling should be positioned in an authoritative journalistic environment, and this number rises to 71% among media owners, agents and consultants.

When asked about the best platforms to invest in when sharing or amplifying brand storytelling in 2021, all respondents agreed that the three main areas to invest in would be brand private channels. brands, trusted digital communication channels and paid social media channels.

Commenting on the survey, Damian Douglas, President of the World Communications Group and CEO, EMEA at TIME, said, “The pandemic has given us all an opportunity to consider what is important. and consumers are looking for brands that align with their own values. When an organization has a credible ESG story to tell, content-led communications activities in the right media can help impact real social change – but it must accuracy. Consumers are no longer willing to accept clichéd gestures.”

Audio is predicted to be the main content trend

When asked to predict the most interesting trends in content-based marketing over the next two years, the most frequently cited answer was the continued evolution of podcasts and audio formats. Respondents also expect the aftermath of the pandemic to spur an increase in online brand activity. Finally, there is a split of opinion around “cloning” marketing, with some respondents suggesting the need to make it more personal, while others favor the trend. for AI-generated content.

About research

World Media Group conducted an online survey from January 11 to February 19, 2021 of advertisers, media owners and agencies with international media funding. 325 responses were received, with 80% of the delegates working on campaigns with content designed to target multiple countries and with global accountability.

You can download the full report here


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