Post by account_disabled on Jan 9, 2024 7:10:52 GMT
2020 has forced us to stop dead and has allowed us to reflect on countless aspects that are vital for society and, by extension, for brands. In recent years, sustainability was one of the main topics for organizations and companies around the globe, but with the global pandemic the need to protect the planet becomes even clearer. Part of the conversation carried out by the advertising sector at The Drum 's Agencies4Growth festival that took place from October 19 to 23 has pivoted on this aspect. Under this framework, sector experts have shared their vision on the path that agencies should take in terms of sustainability in a post-covid world. We collect from the media the main conclusions of Agencies4Growth , where experts remember how this year has provided the sector with a series of opportunities to pursue positive change: What should stay and what should go «The world has changed since the arrival of COVID-19. Agencies need to decide which parts should go and which parts should stay, and then accelerate the good ones,” explained Trewin Restorick, founder and chief executive of Hubbub UK , an environmental behavior change charity.
Agencies need to use this pandemic to quickly move away from the bad and into the good," he added. People do not want to return to pre-Covid normality, the professional recalls, and brands and agencies have realized Email Data that they must place people at the center of a purpose-oriented strategy. Redefining 'sustainability' For her part, Leila Fataar, founder of Platform 13 , pointed out the need to look at sustainability from both an environmental and social point of view. «It cannot be one thing without the other, since they impact each other. We need to redefine sustainability to include all of these things. And then everyone will be thinking about people and the planet. According to Fataar, the protests around the Black Lives Matter movement encouraged people to learn: “We have this willingness to receive information. And that recognition of people's roles within that, unconsciously or not, is crucial because that will impact how we are at work." «Brands are not brands with other people in them. That's what people don't understand," she added, ensuring that it is the people who build the personality of a brand. "And that's what's really important," she declared.
A long-term change That the changes will not be immediate is another of the conclusions reached by the experts. Tom Stancliffe, co-founder of Tribe Performance Nutrition , recalled that this is a long-term process of change: “It requires true clarity of vision and knowledge of where we are going. "It is not a tactic or a campaign." Stancliffe put the focus on the future: «Let's choose a date in the future. How do we want to see ourselves then? How can we be better and use this as a strategic period to rethink? The question is how to reposition yourself in that time and take advantage of the opportunities to implement new strategies.” Are you sitting comfortably? For Alice Salisbury, co-founder of the consulting firm InklingCC , the coronavirus has forced us to spend a lot of time in solitude and "feel comfortable with ourselves in order to survive." In this context, agencies must ensure that they are making decisions for themselves. «Agencies are made up of people. If they all feel really comfortable with who they are and what they have done, things will improve," said the expert.
Agencies need to use this pandemic to quickly move away from the bad and into the good," he added. People do not want to return to pre-Covid normality, the professional recalls, and brands and agencies have realized Email Data that they must place people at the center of a purpose-oriented strategy. Redefining 'sustainability' For her part, Leila Fataar, founder of Platform 13 , pointed out the need to look at sustainability from both an environmental and social point of view. «It cannot be one thing without the other, since they impact each other. We need to redefine sustainability to include all of these things. And then everyone will be thinking about people and the planet. According to Fataar, the protests around the Black Lives Matter movement encouraged people to learn: “We have this willingness to receive information. And that recognition of people's roles within that, unconsciously or not, is crucial because that will impact how we are at work." «Brands are not brands with other people in them. That's what people don't understand," she added, ensuring that it is the people who build the personality of a brand. "And that's what's really important," she declared.
A long-term change That the changes will not be immediate is another of the conclusions reached by the experts. Tom Stancliffe, co-founder of Tribe Performance Nutrition , recalled that this is a long-term process of change: “It requires true clarity of vision and knowledge of where we are going. "It is not a tactic or a campaign." Stancliffe put the focus on the future: «Let's choose a date in the future. How do we want to see ourselves then? How can we be better and use this as a strategic period to rethink? The question is how to reposition yourself in that time and take advantage of the opportunities to implement new strategies.” Are you sitting comfortably? For Alice Salisbury, co-founder of the consulting firm InklingCC , the coronavirus has forced us to spend a lot of time in solitude and "feel comfortable with ourselves in order to survive." In this context, agencies must ensure that they are making decisions for themselves. «Agencies are made up of people. If they all feel really comfortable with who they are and what they have done, things will improve," said the expert.