Then technology happened. Specifically, the ‘distraction oblongs’.
In 2018 we were all a bunch of mindless slaves to our little black mirrors, and the only thing that could save us was our conscience reminding us to put them away so we could talk about stuff with loved ones, or go outside, or do some kind of universally accepted wholesome activity.
Ikea in Spain for its 2018 Christmas advert scorned children who could talk about the latest Snapchat filters but didn’t know about their grandparents’ childhood dreams.
This is not a contemporary problem; I certainly didn’t know my grandparents’ hopes and dreams.
But it highlights how we are glued to our screens more than ever. So what if instead of brands shaming us for moving forward with technology, we actually celebrated the best aspects of it and explored the benefits of balance?
Help consumers live simple, meaningful lives
Consumers want to feel at peace with themselves and the world around them, regardless of external ups and downs.
This internal resiliency and ease of living is highly desired; products and services that make things simpler have a competitive edge over their more complex counterparts.
Facilitate and strengthen relationships between people and causes
An excellent example of a brand helping others make meaningful connections is Instagram. While the platform has been criticised for perpetuating lack of authenticity, self-comparison, and vanity, it also facilitates genuine discussions and connections between people who otherwise wouldn’t meet.
Its #HereForYou mental illness awareness and support campaign is an amazing showcase of how Instagram has created a space for people to share insights and struggles, while simultaneously building a support community.
Ultimately, brands that help consumers strengthen their networks and ties with others, as well as larger cultural movements, will gain a reputation for contributing to the good life.
Support consumers and employees in achieving their goals
Brands that empower employees and consumers to achieve personal goals will be rewarded with stakeholder advocacy and word-of-mouth advertising. Additionally, positioning your product or service as a catalyst, empowering individuals to live better, is an excellent way to create content for amazing brand storytelling.
Essentially, helping your employees and consumers fulfill their dreams through your brand or by using your products and services is an excellent way to distinguish yourself as a leader in delivering the good life.
The key takeaway is that offering products and services that help people live more simple, meaningful, independent and empowered lives is vital to branding your company as a crucial contributor to living the best life possible.
What’s more, today’s most successful and innovative companies are defining new ways to live better, rather than following trends. Therefore, it’s critical to understand what your audience wants, provide products/services that embody consumer values and tell compelling stories to illustrate how your brand is enabling the good life.