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With all the issues the world faced over the last years, it has proven to us that we all need to work together. And working together is about attitudes. It’s about a behavioral change in attitudes – there’s one big industry that is all about that, and that is advertising. Brands spend more than 315 billion a year in the US trying to change consumer behavior and people’s attitudes. So, what if they can take a small part of that and try to accomplish both a return on investment on advertising and create big social impacts for society. This is nothing completely new. Since the early 2000s, many companies have spent a lot of money on CSR campaigns – from addressing greenhouse gas pollution to LGBT issues and Black Lives Matter. But the question nowadays is, “how far do you want to go as a brand?”. You don’t have to address them all, but pick your battles and do it in an authentic way. It’s all about learning. If brands are convinced about their purpose, they will need to learn.
One of the best ways to learn is by experimentation and doing research.
You try something out in controlled environments, measure it and learn from it, try out something new, learn from it and then release it. That’s what research is all about.