
Retail Strategy
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
CANCEL CULTURE
By our News Team | 2022
Upcoming Qatar World Cup is one of those that could be hit by ‘cancelling’ due to concerns about host nation’s human rights record.
Many UK marketers fear their brands could fall victim to a so-called global ‘cancel culture’, according to research undertaken by the Chartered Institute of Marketing (CIM).
The research found that 67% of marketers are limiting their work to campaigns for British audiences, while 60% said global marketing campaigns are challenging because of the need to be ‘politically correct’.
Construction work at the Al Bayt Stadium in Qatar ahead of the 2022 soccer World Cup. Photo credit: Codas via Wikimedia Commons
According to the CIM, the survey found that two-fifths of respondents feared being victims of ‘cancel culture’ – the contemporary tendency to engage in ‘mass cancelling’ (boycotting) of brands, individuals, organisations etc as a way of expressing disapproval and exerting social pressure.
The institute’s findings are based on an online survey of 500 UK adults working in marketing, which was carried out in March this year.
Interestingly, the research found that senior marketers were less worried about the risks of cancel culture compared with younger marketers, which the CIM said raises concerns about a lack of awareness among older professionals.
Being aware of other cultures is a marketing challange
Being aware and appreciative of the different cultures tops the list of challenges for UK marketers when creating an international campaign (39% of respondents), according to the research, while ensuring the campaign resonates with a global audience (34%) is the second-biggest challenge, respondents said.
Making UK marketing campaigns translatable is in third place (32%), with meeting global company brand guidelines (30%) in fourth.
CIM also noted that ahead of the Qatar soccer 2022 World Cup due to be played later this year, brands are are-evaluating their sponsorship strategy due to controversy around the country’s human rights record – most notably in the building of the stadiums for the tournament.
“Across the world, consumers and employees are becoming more vocal in calling out companies when they put a foot wrong, making sure they’re held accountable for their actions,” said Chris Daly, Chief Executive of the CIM.
“Yet this behaviour shouldn’t mean UK marketers shy away from being ambitious, scaling up campaigns and chasing global opportunities. We can’t risk losing out on international work because of a lack of confidence, especially when we’re trying to bounce back from the pandemic.”
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
Even if you’re familiar with Google Ads campaigns, you may be missing a few tricks of the trade, says industry expert.
But the latest study by Pew finds that YouTube rules the roost, with a massive 95% of American teens using the platform.
No surprises as Coke and Pepsi fill top spots in latest survey of non-alcoholic drinks brands. Their values rise by 7% and 12% respectively.
Want to be CMO? Prudent building of your personal brand on social media – especially Twitter – could get you there, researchers find.
When marketing sports products, brand experience may not increase satisfaction, but it can alleviate or eliminate uncertainty.
Aim is to further develop the consultancy’s digital expertise in the areas of social, experiences and content.
Created in 1932 in a small carpentry workshop in Denmark, Lego has since evolved into a huge global brand valued at over US$9-billion.
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
Many firms leverage social initiatives to generate positive publicity, to attract the best talent, and to keep pace with their competitors.
The knee-jerk reaction in a recessionary environment is to reduce spending on marketing. But study finds it’s detrimental in the longer term.