Every brand tells a story, but successful brands recognize that their story has to be authentic. They also know the customer has to be at the center – not as a mere consumer, but as an active participant. What better way to accomplish this than by making work done by consumers an integral part of the experience the brand has to offer?
From the #MeToo movement to Black Lives Matter, we’re witnessing vast cultural changes that have made us acutely aware of the inequities in our society. These mass shifts in our collective consciousness were always bound to have a powerful impact on consumer attitudes and behavior, which is why advertisers and marketers always need to keep them in mind if they want to develop relevant campaigns that capture the concerns of their customers.