.gif)
#BizTrends2020: 5 cultural shifts that are influencing marketing
Creating pockets of influence and finding a spot in conversation is a far more deliberate activity, which entails keeping one’s eyes peeled and ears close to the ground. Here are five shifts in culture that, even if you haven’t picked up on them, will inevitably find their way into a brief on your desk or a conversation in a boardroom...
1. The rental economy
Can’t afford luxury? Rent it. Renting is not a new subject, it has been done for centuries, but what’s different about this form of renting is that you can rent luxury for a day or two and send it back to the lender.
This new form of business is becoming popular both globally and right here at home. Companies like Front Row, Wear The Walk and Hairmeout are tapping into this market.
From monthly rentals to circular product swapping, more retailers are catering the whims of shoppers who are inclined to invest in what they fantasise their homes and lives to be for occasions, but not forever.The types of goods that are available for rental are also different, take Hairmeout for example.
When my friend & her business partner come through and save the day with 1 of their pieces! I can’t believe wigs used to be such a taboo concept & now we can even rent them out! Check out their growing hair empire (@hairmeout_za) across all social media platforms!! #HairMeOutZA pic.twitter.com/SCQBmTfZlg
— President Dreamist (@KiwiPatrova) February 18, 2019
This presents an opportunity for those who want fleeting glam but cannot afford the top-shelf prices to flirt with the lifestyle rather than marry it, so to speak.
2. Brands have a change of tone on social media
Brands have realised the power of the emerged black audience and are speaking to this consumer in vernacular, especially on social media channels. Brands are unapologetic and not attempting to translate into English.
Key brands embracing this include Nando’s, Budweiser, Castle Milk Stout and Rocomama’s, which has become a favourite on Twitter.
������
— #FreeKanyaCekeshe (@Tickle_Me_Joey) December 14, 2019
At least y'all clap backs are always fresh
The customer is not always right. While the power on Twitter is still very much in the consumer’s hands, consumers now have to be careful as brands with high brand love are able to shut down negative comments.
.@bujy, O ntse o phela? But then again… If you lived up to your name you would’ve had your own bowl. �� https://t.co/g7Eip4LD2H
— NandosSA (@NandosSA) July 24, 2019
3. The great un-gendering
There is a very important moment unfolding before us.
From every perspective, the idea of gender is being challenged and brought closer to the 21st century. From the inclusion of preferred pronouns into work environments, to gender-neutral children’s clothing and gender-neutral job titles, this is a welcome shift as the latter has had negative or limiting effects on individuals and industries.There is an opportunity for brands to start a conversation or to provoke thought around gendered titles.
The language we use to describe a job role matters. According to Judith Baxter, Emeritus Professor of Applied Linguistics at Aston University, sexist language perpetuates gender-biased attitudes by defining what we see as normal for both men and women.
“The language we use not only reflects our culture but also constructs it,” she explains. “It sets up expectations about how people are supposed to be. Job descriptions can often slip through the net, less with official titles, and more with implied sexism”.
The move, for instance, from fireman to firefighter could open up more opportunities for women to see themselves in that role, as is the case with the move from air hostess to flight-attendant. These titles inform behaviour and can have powerful effects.
4. Vulnerability Is ‘cool’
Brands often shy away from difficult, sad, uncomfortable and emotionally wrought conversations with consumers. How many times has someone in a presentation said ‘we can’t leave the ad off on a sad note’?
This trend is showing that South Africans are healing together by sharing the ugly side of life. Case in point, the rise of the now Twitter staple, “O jewa keng?”
Congratulations @akreana_ mother of 'O jewa ke eng?'
— Kagiso Tony (@kmabal) December 11, 2019
Great time to be a South African! pic.twitter.com/MT6FVKlygd
“O jewa ke eng?” is Sotho for “What’s bothering you?” and first used by @akreana_, who had simply tweeted this on 5 January 2019. The tweet quickly went viral as people responded with stories of rape trauma, painful infidelity, loneliness, and every kind of misfortune.
The tweet has gained over 10-million impressions and continues to elicit responses. In line with the above openness to vulnerability, Twitter and Facebook users are showing up to help complete strangers online.
O jewa ke eng? If there is someone who might be stranded in Polokwane and needs transport to Giyani or Tzaneen am available. Am cheaper than Uber!
— Thapelo Tloukgolo (@Thapelo_Tlou1) December 13, 2019
I’m extremely grateful to everyone who RT’d this “O jewa keng” tweet. After two grueling interviews, this December, I finally got the call that’s about to change my life forever
— Kgopelo Matlala (@KgopeloMatlala) December 17, 2019
I start my first job in Feb. And it’s all thanks to Twitter
MODIMO O MOHOLO������!#TaxBracketBoyz2020 https://t.co/dMsLYO5Mt8
5. Pregnancy is no longer the “P” word
The stigma around pregnancy seems to be falling, finally. Both from the perspective of premarital pregnancy shame as well as the shame associated with being pregnant in a high-performance work environment.
The hashtag #siyamitha2019 “We are falling pregnant 2019,” rose to trend status when various influencers and celebrities announced their pregnancies online with pride.
#Siyamitha2019 was a success, we are now waiting for the boy to make his debut �� pic.twitter.com/3CBHcW2OYa
— Yolanda Mgwatyu (@TheeYolanda) December 12, 2019
Pregnancy is treated more like a disability than a normal part of life. This is an area the advertising community has chosen to ignore, except when we need to make a joke, like in the following two ads:
This cute video of a pregnant television and radio personality being active and dancing with her baby bump trended and was hugely popular on Twitter:
The MOOD going into #Womyn2Womyn tomorrow morning ������. I’m teaching a dance class, many months in, so all you ladies coming through have no excuse - Re tlo jaiva goed ��!!! 7am-1pm at Nelson Square, Sandton. You can still get your tickets. See you then! ��������❤️ #BontleBaAfrika pic.twitter.com/S1ytaNHbHp
— BontleBaAfrika Moloi (@BontleModiselle) August 30, 2019
One advert that beautifully bucked this trend was the Cadbury advert with the twins. South Africans rewarded this creativity by voting this the most-liked advert of 2014:
Women are ready to embrace pregnancy in the communications space and to echo this, the cover of INC. Magazine, leading the charge by featuring Audrey Gelman, CEO of The Wing, during her pregnancy, had a massively positive response:
