In a recent survey commissioned by the American Association of Advertising Agencies, 96% of consumers said there is no integrity in advertising. In a cynical world distrustful of marketing, what might brands and organizations do?
People — especially Millennials — don’t trust advertising. However, in a youth market study conducted in 2014 by research firm Label Networks, 55% of 12-25 year old Americans attended a multi-day music festival, 38% said they value art and design highly and 12.5% identified street art as part of their “lifestyle.” How might culture provide a bridge to connect us?
In a connected and transparent world dominated by an increasingly visual web, brands must work tirelessly to delight and surprise people with interesting, relevant content and experiences they can easily photograph, like and share with their friends. The inherent visual, interactive and experiencial nature of contemporary art and culture gives organizations an intuitive way to connect with people in a friendly, social context.
People know their culture and can’t be duped by fools. Respect and empathy matter. Values and provenance matter too. Today, in a world dominated by social media, being authentic, relevant and practicing integrity is essential for building a lasting relationship with people.
How might your company engage, connect and communicate with people around contemporary art and culture? How might contemporary artists help position your brand as culturally relevant? How might your brand open minds, raise consciousness and drive today’s culture?
We can help you answer these questions and much more. See how here.