Creativity more important in tough times
This year will be about digging deep, not only into our collective pockets, but more importantly into our left brains to find new solutions and better ideas to help us survive - or even thrive - in these tough economic times.
![[2009 trends] Creativity more important in tough times](https://biz-file.com/c/0901/25080.gif)
- The going will stay tough: the pressure is rising everywhere and belts are tightening left, right and centre and it ain't going to turn around quickly. Which means creativity has never been more important.
- Green is growing: as the symptoms of climate change gradually become more apparent, and as the voice of the world's eco-activists rises in volume, a widening group of people is becoming more aware of the issue and the responsibility they have in combating this global threat. Brands will earn more respect (and in turn, probably more money too) if they too acknowledge the role they have to play and act accordingly.
- The media marvel: the vast array of media channels and communication options available to marketers will continue to burgeon as we relentlessly try to connect effectively with consumers in new and interesting ways. A new kind of discipline is required, however, if we are to ensure that it is not the brands message that is fragmented. Consistency will be paramount.
- Rainbow hunting: politics, particularly around the elections, issues related to health, crime and security, inflation and the economy and even regional stability will take a heavy toll; it will be harder and harder for South Africans to retain their famous optimism. Consumers will be irresistibly drawn to brands that offer them a "rainbow after the storm." They will be desperate for good news and a sense of lightness in their lives; marketers sensitive to this will make instant connections.
- Empower me: despite the challenges of living in these modern times, more and more people are recognising the power they have to shape their own lives. They are desperately in search of ways to take a step upwards - be it within their communities, or in the workplace, for their own benefit and the good of their families. Successful brands will be those that find innovative ways to help consumers empower themselves. This will require thinking way beyond the ordinary but the reward will be enduring as consumers ally themselves with brands that help them along on their journey upwards.
- Timeless South Africa: across the many diverse audience segments in South Africa there is a common and growing demand on people's time; every available minute will become more and more precious as people become more contactable, as they are bombarded with more information, more entertainment options, more responsibility and so on. Simple, powerful ideas that resonate instantly with consumers will be the order of the day. There just isn't time for the alternative.
- Coal and gold: even though consumers are under increasing financial pressure, they still demand to be treated with respect, want as good as they can get for themselves and their families and still pursue the best quality their diminishing resources can buy. Even if all they can afford is a lump of coal, they need it to feel like gold. Marketers should be wary of devaluing their brands in these tough times. The challenge is retain equity, find ways to enhance perceptions of quality, and pay greater attention to craft, polish and nuance in communication, for these are the cornerstones in creating an image of worth and value.
About the author
Andy Dippenaar is creative partner from Pump Brand Ideas (www.pumpsa.com) and is on the Association for Communication and Advertising (ACA) board of directors for 2009.