Signals from popular culture indicate that, amid today’s harsh economic climate, the rich and famous are no longer aspirational icons. Instead, they are the villains inside our films and TV shows. As conditions worsen, people are seeking solace in social realism. This is the biggest story of our time, and brands need to get to grips with this new reality quickly.
Inspired by his widely-shared Contagious article, Tom Beckman – global chief creative Officer at Weber Shandwick – will share his thoughts on this emerging trend, pinpointing campaigns and strategic insights to validate them.
This session will be chaired by Contagious co-founder Paul Kemp-Robertson.
Who is it for? /
Anyone who works in and around marketing communications and consumer behaviour, and who needs to navigate the immediate future.
What will you learn? /
According to Tom Beckman, 2023 will usher in a Post-bourgeoise era, a seismic shift away from the conventional consumerist dream that has fuelled the advertising industry for decades.
To reflect people’s changing outlooks and expectations, brands will need to be more honest and less fake – and no longer in thrall to the celebrities, tycoons and influencers whose lives bear no resemblance to everyday folks.
Marketing of the early 2000s gave us real beauty, marketing of the early 2010s gave us real companies, and as we edge into 2023, this webinar will show you why marketing is going to give us real people.
This article was downloaded from the Contagious intelligence platform. If you are not yet a member and would like access to 11,000+ campaigns, trends and interviews, email [email protected] or visit contagious.com to learn more.