Teresa Barreira
In our ever-evolving technology landscape, a significant shift is underway—a shift that puts people at the forefront. Instead of viewing customers as mere consumers, we now see them as unique individuals with genuine needs and aspirations. As marketers, this fresh perspective urges us to prioritise people over transactions.
Transformation is about people, not just big businesses helping each other. The approach needs to be towards humanising content such that it is easily digestible. Most consumers are wary of brands that talk about purpose but not live it; a Hootsuite survey states that 45% of Gen Z values trustworthy, transparent brands. Being authentic is important in building trust and deeper connections, and content is the key to achieving it. People don’t like being sold to, they engage better when content feels genuine, and not “salesy”.
Leading this shift is unbranded content, devoid of self-promotion. It helps earn trust by focusing on larger issues rather than the brand itself, while warmly inviting the audience in. Patagonia, for instance, champions causes that resonate deeply with its customers, enhancing brand loyalty and sales. In the digital age, humanising transformation involves highlighting the positive impacts of technology. It’s about shifting the conversation to focus on ‘who’ benefits from this transformation. Rat-her than branding the content, sharing stories from an individual’s perspective and making them the hero lets you showcase how technology can be a force for good.
When you combine this non-branded content with context and integrated marketing efforts, it drives greater awareness. This is true particularly for brands in digital transformation as it enables them to expand reach and connect with a broader community, including clients, employees, and analysts. To sum up, the guiding principle in our dynamic tech world is clear: people come first. It’s not just about viewing individuals as consumers; it’s about nurturing connections that matter. Non-branded content is the key to bridging connections, inviting us to shape a future where humanity and technology converge.
The author is chief marketing officer, Publicis Sapient