Introducing ‘Blending’: How Our Work & Private Lives Are Becoming Increasingly Blurred
In this guest post, American Express VP of brands and experiences, Naysla Edwards (pictured below), looks at research that has found our work and private lives are increasingly becoming intertwined. And what that means for canny Aussie marketeers…
Sometimes the most significant changes are the ones we barely notice, as they slowly but surely shift over time. One such change has been the growing interconnectivity between our work and personal lives. Today, people’s lives are becoming more blended than ever before. This phenomenon can’t be overlooked by marketers trying to speak to customers in a way that’s authentic and relevant.
At American Express, it hasn’t escaped our attention that people are using greater freedom to work on their terms. The rise of the gig economy and use of independent contractors has seen the number of Australians working part time increase 14 per cent since 2011. ABN data also reveals a surge in the number of registered Australian businesses, which has been attributed to people’s “side hustles” such as driving for Uber. Today’s society of digital nomads are increasingly delivering on demands without setting foot in an office.
Even for those working full time, blending is the new norm. In our research this year, we discovered that 57 per cent of people globally view their work and personal lives as integrated. Rather than rocking the boat of work/life balance, the majority see this as a positive change. Two-thirds of people say integration allows them to achieve more and almost 70 per cent say it helps them spend more time with family and friends.
This is a challenge for brands that want to reach this audience. It’s outdated to categorise by “consumer” or “businessperson” the lines are much more blurred.
Meeting customers where they are
This hybrid lifestyle and mindset has inspired American Express’ new global brand platform and marketing campaign, which specifically speaks to this blended customer and meets them in the places where life and business intersect.
We’ve called it: “Powerful backing: Don’t live life/Don’t do business without it.” Launched locally on 6 May, it demonstrates to our customers that we’ve got their back in home or work life and all the moments in between. As a company that’s built its legacy on the relationships we have with our customers, the cornerstone of the campaign is a demonstration of our commitment to helping our customers live their best lives.
This integrated approach is a business first for American Express, but we’re in a strong position to lead the charge on hybrid marketing. While people have known us as a consumer brand, around half of our business comes from enterprises large and small from new startups and entrepreneurial endeavours, to businesses that are growing and thriving, to Fortune 500 companies.
Finding the sweet spot
The challenge for us was to find a way to demonstrate that we’ve got our customers’ backs when their lives are so difficult to ‘compartmentalise,’ so we looked at the commonalities that drive them.
For us it came down to a mindset, which we’ve coined “People Going Places with Purpose.” These people are not defined by a traditional set of demographics, but rather value experiences more than any that have gone before them.
One of the shared experiences uniting Australians at every stage of their lives is music and for more than three decades, American Express has helped millions of customers discover and experience the magic of music so it was an authentic territory for us to play in.
As part of our new campaign we are launching The American Express Music Backers Program, an initiative that commits $1m in value to support Australian music business, venues, artists and fans over the next 12 months to help ensure the industry thrives for many years to come.
A blended opportunity
Marketing to a hybrid audience might seem a minefield – how do you remain relevant and personalised when your audience is so fragmented? The answer is really quite simple: strip away the categories and the labels and focus on supporting people, their passions and the life moments that matter to them.
That’s when you can demonstrate you’ve really got their back.
Latest News
Choose A Path Less Trodden This Cannes In Cairns
Don’t be basic. Think creatively and you shall reap the benefits of Cannes in Cairns. “We want brands!” “We want the CMOs!” We heard you and we acted. The content slate at this year’s Cannes in Cairns, presented by Pinterest, is packed to the rafters with some epic brands and top marketing talent. But that’s […]
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Self-professed nerd and one of four top Cannes in Cairns, presented by Pinterest MCs, Keeva Stratton has a front-row seat to some fascinating minds and fierce debates. But who should you put on your must-see, must-hear list? Here, B&T grabs five with the Quip agency founder, who will be helming the lecture in the Rainforest […]
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.
Rumble Nabs Renee Park From Cutting Edge
Rumble has recruited Renee Park as one of its new sound designers. And it's only right to make some noise about it.
iD Collective Teams Up With City Of Parramatta To Amp Up NRL Fan Experience
Adland's often lampooned for never going further west than Surry Hills. So this Parramatta news is welcome indeed.
Slew Of New Hires At The Company We Keep
The Company We Keep announces new hires. Here's hoping it doesn't impact the RBA's interest rate decision.
UnDigital Announces Brand Refresh Helping Clients Achieve More Than 600% Sales Increase
Warning - this headline comes with some obscene bragging. Much like the B&T editor's 5/8 in the weekend footy tipping.
Microsoft Advertising: “We Make The Complicated Simple”
Microsoft ads wants to make the complicated simple. The total opposite to Korean restaurant menus & the recent Yes vote.
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.