We are all adapting to the changing attitudes and shifting behaviours the pandemic has created, but if teams have not yet revisited their segmentation, targeting and positioning (STP) decisions, now is the time to do so.
Until 2020, the models that companies used to find, engage, cultivate and build relationships with clients, donors, volunteers, and other supporters were reasonably straightforward. As we enter 2022, data continues to empower the best marketing communications campaigns, but now every marketer must do more with their data – to drive personalization, continue to demonstrate empathy for audiences and their current surroundings, and thus ensure our data insights are relevant to customers moving forward – is what we communicate really going to help them?
Also a Re-Think of Channel Choices
A decade ago organizations were adapting to research showing how social media had shifted behaviours and communication preferences, but social media has evolved and recent pandemic shifts require a re-think of some of our STP channel assumptions as well. Companies are now re-thinking which media channels they see as most important and best value when it comes to marketing resource allocations.
Here are some examples your team might find helpful to kick-start their STP discussions…
Shifting attitudes and behaviours in 2022
- Many younger generations are now expecting companies to infuse value-based social purpose into a company’s brand, strategy and culture. A 2019 Cone Research Study reported 90% of Gen Z to believe companies must act to help social and environmental issues and 75% will do research to see if a company is being honest when it takes a stand on issues. So companies that aren’t walking the talk are being put under the microscope (e.g. Big companies’ climate pledges aren’t as green as they look, CBC 2022). Companies have had to look more closely at the value and relevance of their brands, and how customers perceive them in a digital, work/shop-from-anywhere world.
- In Canada, we have seen many examples of not only anti-racism movements but anti-government sentiments related to the public health response to COVID-19. News coverage fosters conversations on topics such as the global pandemic, an opioid crisis, a housing crisis and global conflicts. Social Justice movements are becoming more prominent in conversations – just look up the hashtags such as #MeToo, #Reconciliation, #BlackLivesMatter, #EveryChildMatters, #TakeaKnee, etc. While there are applicable stats across all life-stages, a Pew Research study from June 2020 found that 54% of social media users between ages 18 to 29 said they used social media to find information about joining protests and rallies. Conversations continue on inclusive economic growth, including how communications may or may not be excluding those in the margins. Needless to say Diversity, Equity and Inclusion (D.E.I) has become increasingly important as we plan future communication campaigns. Are your D.E.I policies and practices encouraging change? An open invitation to improve everyday marketing communication tasks, including seemingly routine activities that may seem insignificant but could be contributing to system failures or unintended barriers?
- Does your 2022 plan involve celebrity spokespeople or social media influencers? Social media influencers can be key to reaching a larger audience, but if the brand alignment isn’t considered authentic or their own brand runs into issues, they can lose influence quickly and any backlash can damage associated brands. This example highlights how luxury influencers have been impacted as younger generations experience growing economic inequality, believing that hard work will no longer lead to economic prosperity and the shifting attitudes towards lifestyle aspirations globally.
- More than 2/3 of customers report changing their shopping behaviours not only due to the pandemic impacts but also to 2022 inflation news. Recent research reports by Numerator indicate 85.6% of consumers expect these price increases to continue. Consumers are thinking about cutting back on spending/donations and brand switching is rising. The pandemic trends in areas like aftermarket e-tailing, touchless payments, cybersecurity and supply chain tensions continue.
These examples highlight how disruption in the systems that we have become familiar with are signalling changing times ahead. People are becoming much more aware of the impact their decisions are having – order online and realize how much excess packaging is involved. Orders are delayed or products are scarce – begin to learn where your products actually originate from and what impact your supply chain is having on the planet and people. People are fundamentally thinking differently about relationships, job security and careers or side hustles, essential services, the economy, public policy, education, diversity, information sources – and trust. Not sure if your brand would benefit from a segmentation re-think? Consider what information was used to create your current segmentation strategy and what impact your team has already noticed about shifts in behaviours, mindsets and lifestyles. If your segmentation was in need of a refresh before COVID-19, teams could be feeling even further behind today on understanding what attracts and retains your key customers. Feel free to connect with us today to discuss what simple steps teams can take to begin the discussion and update their customer segmentation, target audience selection and overall positioning.