THE STATE OF THE STORY — TRENDS REPORT

THE STATE OF THE STORY
TRENDS REPORT

BY MAGNET MEDIA

BY MAGNET MEDIA

Now, marketers are required to position their companies strategically for both purpose and profits. It’s a business imperative to incorporate community concerns with consumer insights into their brand’s story.

But: who is doing this well? How are the top brands navigating these tricky issues, being nimble and sensitive to the landscape? Yet, still thoughtful and consistent in their approach?

In The State of the Story trends report, we offer an insight into the polarization of the nation, the rise of the belief-driven buyer, mission-driven marketers, and how brands can “citizen” in a meaningful way. 

Now, marketers are required to position their companies strategically for both purpose and profits. It’s a business imperative to incorporate community concerns with consumer insights into a brand’s story.

But: who is doing this well? How are the top brands navigating these tricky issues, being nimble and sensitive to the landscape? Yet, still thoughtful and consistent in their approach?

In The State of the Story trends report, we offer an insight into the polarization of the nation, the rise of the belief-driven buyer, mission-driven marketers, and how brands can “citizen” in a meaningful way.

Key Takeaways from 'The State of the Story' 

Key Takeaways from 'The State of the Story' 

1. We are living in an extremely polarized climate.

Research shows that there is a strong opposition between liberals and conservatives. Americans are increasingly clustering in like-minded communities, leading them to grow more extreme and enthusiastic in their beliefs and agreement.

2. Belief-driven buyers expect brands to contribute to social good.

Belief-driven buyers expect companies to positively impact society, not just make profits, and most Americans think brands and companies should act to influence social issues.

3. Mission-driven marketers are expected to have brands engage in important conversations and advocate appropriately.

Brands can be better “citizens” by listening to their communities, thinking back to their brand values, and tuning into cultural conversations.

At a community event, we welcomed Baratunde Thurston, host and producer of “How to Citizen with Baratunde”, and Gayle Troberman, CMO at iHeartMedia for a fireside chat. They discussed “How to Citizen for Brands and Businesses at a Moment of Rupture & Rebuilding”. You can watch the session on-demand here.  

1. We are living in an extremely polarized climate.

Research shows that there is a strong opposition between liberals and conservatives. Americans are increasingly clustering in like-minded communities, leading them to grow more extreme and enthusiastic in their beliefs and agreement.

2. Belief-driven buyers expect brands to contribute to social good.

Belief-driven buyers expect companies to positively impact society, not just make profits, and most Americans think brands and companies should act to influence social issues.

3. Mission-driven marketers are expected to have brands engage in important conversations and advocate appropriately.

Brands can be better “citizens” by listening to their communities, thinking back to their brand values, and tuning into cultural conversations.

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