Climate crisis, politics make for challenging brand marketing conditions for media

By Sean Stanleigh

Head of Globe Content Studio

The Globe and Mail

Toronto, Canada

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Huge political shifts. Data breaches. Artificial Intelligence. An affordability crisis. Climate change. Wars in Europe and the Middle East …

The steady drumbeat of news is cause for anxiety, but it's also formidable competition for marketers, who aim to drive attention.

These are huge crises. So big, in fact, there's little the average person can do to exert control or effect change. Put all these factors together and you have a classic case of challenge and opportunity. The challenge is being heard through the noise. The opportunity is leveraging a busy news cycle to your advantage.

In chaotic times, it is hard for brands to be heard through the noise while also leveraging the busy news cycle strategically.

As a content marketer with a journalism background, I've leaned into both sides of my desk to help guide decision-making related to three news files. It's designed to keep brands relevant when the rest of the world feels out of control.

Political winds blowing

Change is coming to the White House on January 20. The minority federal government in Canada is on shaky ground and an election could be called any time, if it hasn't already. The United States is its biggest trading partner, and where America goes economically, culturally, and socially, Canada tends to follow. The two countries are inextricably linked.

What the U.S. election in November showed, and what Canada's will show, is increased polarisation. Angry electorates are fuelled by high costs of living but also floods of misinformation and interference from foreign governments or bad actors. The ideological clashes are exhausting.

It seems counterintuitive, but brands should not exit the market. Always on is always the right move, because sustained engagement is crucial to awareness and consideration. You'll be quickly forgotten if you're not active. Strive for authenticity - customers like to support brands that deliver on their claims - and be the antidote to turmoil. Positive energy in your marketing messaging is key.

You also want to separate your products or services from politics. Don't take a stand. Be neutral to avoid drawing negative attention.

At the same time, be vigilant about brand safety. If others are creating a narrative around your brand that's inaccurate, weigh in with a measured response. Stick to brand-safe environments (and I'd be remiss if I didn't suggest supporting trusted news media partners as part of the mix).

The affordability crisis

As of December, the number of job vacancies in Canada declined for nine straight months. Additionally, the unemployment rate rose to 6.8% - the highest since January, 2017. Home buying and renting costs are devouring household budgets, and food and entertainment prices are stubbornly high, despite some inflationary cooling and interest-rate reductions.

Young workers are particularly vulnerable, as it's increasingly difficult for them to get a foot in the door of the job market, and they're often the first to be laid off in challenging times. Their best financial move, when possible, is to live with their parents longer, but that comes with its own practical and emotional burdens.

Economic dissatisfaction is one of the main reasons incumbent governments are falling worldwide. Brands need to recognise the trend, and be empathetic and relatable. It's a mistake to ignore the crises; it's much better to recognise them and their impact. Build it into campaigns where appropriate.

What makes your products or services essential? Can you reasonably position them as affordable? Do you have rewards or other perks to offer as value adds? Are you able to offer discounts or other savings during certain times or based on volume?

Apart from the goods themselves, leverage internal expertise to engage potential customers who appreciate good advice. Take a soft-sell approach in a tough market: Even if they're not spending right now, you'll be top of mind when they're ready.

Think tips, guides, reports, surveys, and other useful formats. If you have a newsletter, encourage sign-ups by emphasising its value. Be active on social media channels. When you see signs of recovery, point them out. Optimism wins hearts and minds.

The effects of climate change

It's the elephant in the room. The thing everybody sees but nobody wants to confront because they consider it too big to solve. Wildfires and floods are increasing in number and intensity. Extreme heat is pervasive in several global regions.

When images are shared across social media channels, the response from most people is likely relief when it's not affecting them personally.

The harm to our natural environment is compounded by the economic impact of disasters, to the tune of trillions of dollars a year worldwide. There are risks to health and safety, and threats to basic human needs such as water and food. Renewable energy and battery power for storage and electric vehicles are two critical solutions, but they are achieving mixed results in market.

Companies can fill the voids left by governments, and alleviate some frustrations around powerlessness experienced by individuals, by putting together a list of their sustainability efforts and evaluating their effectiveness.

If the list is empty or short but ambition exists, compile plans with estimated timelines. Then customers have a chance to support businesses that are making a difference.

Strategies to highlight publicly could include sustainable packaging, responsible shipping practices, and energy conservation. For brands looking to get in the game, making donations to relevant causes is probably the easiest place to start. Campaigns highlighting the impact of a brand's sustainability efforts can give it a leg up on the competition.

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About Sean Stanleigh

Sean Stanleigh is the head of Globe Content Studio at The Globe and Mail in Toronto, Ontario, Canada. He can be reached at @seanstanleigh.

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