Marketing & Mindfulness: What The Future Holds
In this post, Katy Eng, Content Strategy Director at OMD, analyses the impact of the trend towards mindfulness, and how this step away from consumerism will affect brands and marketing in the future.
I have anxiety.
Don’t be alarmed – it’s (mostly) under control (now). But it’s deep-rooted and persistent and 5 years in the NYC media minefield did nothing to help matters.
Maybe you have anxiety too. I wouldn’t be surprised if a high number of people in our industry did. We all tend to be “driven” in our nature. We deal with challenging situations day in and day out and hardly a day goes by when we don’t have a deadline – or several deadlines – to make. And meetings, meetings, meetings.
We’re lucky though. Because instead of “blowing off steam” through partying, alcohol and illegal substances (as I’m told were all the rage in the ‘80s and ‘90s), we live in an age where the 2,000 year old Buddhist practice of meditation and mindfulness has been truly re-embraced.
I’m not being sarcastic, I promise! I think it’s a wonderful trend and even signed up for an eight week mindfulness course here at OMD, to add to the four years I’ve already been practising.
But as with any trend, I couldn’t help but wonder how it will affect me and my job in media. Specifically, how the long term effects of mindfulness will affect marketing in the future.
Here are some hypotheses. Some of these we’re starting to see already. Leave me a comment and let me know what you think!
All brands will need to move further to the health and wellbeing sector
There’s no hiding or denying what’s bad for us. The research is out there. People are smoking less, drinking less and working out more because we’re living longer and we want to feel better and look better along the way. Kale is cool.
Brands that don’t contribute to this heightened need for wellbeing or who actively defy it will either evolve or die. Think how Coca Cola has diversified into products that make you feel good or help you recover post-work out like Mount Franklin, Powerade and Vitamin Water, or let’s talk about the fact that my iPhone has a mindfulness tracker in the Health app now.
We need to think about what aspect of our products can make people smarter, faster, slimmer, fitter? Or even just more relaxed. It will be a shift in our communications angle but may be the key to that product’s existence in a few years’ time.
Brands will be called out on their sustainability and longevity
The resources on this planet are finite. And the mindful are self-aware about how we’re treating the environment (and the non-mindful just don’t want to feel guilty). We’ve seen the impact of cause marketing in the U.S. and the rise of sustainable products.
But if no one knows about your client’s sustainable practises, it could be a missed opportunity. Content will become more important to storytell that responsibility and provide a tick of approval to consumers and consistency and innovation will be key.
Retail therapy will be a thing of the past
Mindful people are in control. They’re steady and measured. They consider and reflect before they act (and buy). So in the future there will be less and less wasteful shopping – less shopping just for the feeling of euphoria. Marketers will have to work harder to demonstrate the value of their products.
Things like consumer ratings and reviews will become more important and demo videos will prove usefulness.
This new culture of mindfulness is, without a doubt, a great thing. It’s creating a healthier, kinder, more conscious consumer. But, as with any trend, marketing must adapt to this new mindset and find new ways to align with different sets of motivations. Transparency, communication and utility will be the keys to success.
Now let’s all take a deep, conscious breath… and forge ahead.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.