This year, Bruce Stirling focused on what was for me the stand out theme of this year’s SXSW: reconnecting technology with humanity and building an empathetic future.
Here, some of the attendees from socially-led creative agency We Are Social, share some of the trends that stood out for them over the last few days.
By Jamie Inman
Brands aren’t human and the relationship metaphor is wildly overstated. Still, the ones that are winning finding ways to reveal the raw humanity that they contain within and in the customers that they serve.
Let’s demand characters that make us proud of who we are and where we come from. It’s time to say goodbye to the age of celebrity and hello to the year of the superhero.
Fast-forward to today and festivals’ worth, relevance and future are often brought into question. For brands that want to collaborate with festivals, this poses some issues.
By Izzy Ashton
In today’s world, personalisation has to be done at speed. Speed equals convenience. And convenience equals a greater number of returning customers. Because ease is all we want. Isn’t it?
Promotion in the gaming category has long been informed by two deep-seated assumptions; who plays games and why they play them.
Politics took a backseat at this year’s Super Bowl as brands chose to spend most of their $5m+ budget on celebrities and good old family friendly entertainment.
By Izzy Ashton
Our phones, and the super computers they house, can now see and hear as well as they can read and listen. This is transforming the way that brands can use this technology to help assist us in our everyday lives.
By Jovan Buac
In the future, will more brands successfully translate in the US? The big question isn’t just about how relevant your branding or pack design is, but rather it's about how compelling the overall brand experience is in an ever more competitive world.
By James Nixon
But if the way we eat has changed, what we eat needs to follow. Processed, high calorie, sugar-laden snacks just won’t cut the mustard anymore, so ‘Generation Graze’ is going to hunt down an alternative.
A successful business can also be an ethical one. Transparent production processes are fundamentally changing how, where and by whom products are made.
By Izzy Ashton
As beauty takes a step forward and we look ahead into the New Year, customers will be asking questions of brands, and the industry as a whole, looking to them to lead the way in diversity, inclusivity and technology.
By Izzy Ashton
By aligning themselves with the voices of their audiences, brands are able to become more actively involved in real societal issues, ones that directly affect their customers, and take on a more visible role within their community.
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