Beyond consumerism

While marketers may not have been quick to agree with the Pope when he said that modern society is “intoxicated by consumerism” on Christmas Eve, his sentiments may not be falling on completely deaf ears within the profession. Marketers are unlikely to renounce their possessions to grow beans on an ashram anytime soon, but there is a pervading sense in the industry that consumers are subject to too much marketing communication.
The digital age has exposed the consumer to a deluge of advertisements, and while this provides marketers with opportunities to engage with prospects, it also increases the risk of messages being drowned out by the crowd. In order to stand out, marketers need to let consumers know how a particular product, brand, or consumer will change their world and the world around them for the better.
A great 2015 example is Android’s ‘Be Together, Not the Same’ campaign, which highlights how consumers could benefit from working together while retaining their individuality. While this approach did not explicitly highlight the benefits of an Android smartphone, it subtly focuses on Android’s key messages while positioning the brand as a driver of change. With over 7 million hits on YouTube so far, the campaign is clearly engaging would-be customers.
The trend will become more pronounced in 2016 and its important marketers stick to certain principles such as transparency, rewarding loyalty and sense of purpose in order to engage with the modern and self-aware consumer.
Sign up for more insights

Related jobs
Salary
£400 - £500 per day
Location
London
Job Type
Contract & Interim
Discipline
Change Communications
Seniority
Manager
Salary
£500 - £749
Sector
Education
City
London
Description
Change Communications Consultant - £400 - £500 per day - 6 month contract
Reference
CR/132633_1747317524
Expiry Date
01/01/0001
Author
Sam BrimbleAuthor
Sam BrimbleSalary
£400 - £500 per day
Location
London
Job Type
Contract & Interim
Discipline
Account Management
Seniority
Manager
Salary
£500 - £749
Sector
Financial Services
City
London
Description
An exciting new contract opportunity to join a newly formed team in one of the largest names in payments globally.
Reference
CR/132632_1747237535
Expiry Date
01/01/0001
Author
Sam BrimbleAuthor
Sam BrimbleSalary
Up to £65000 per annum
Location
London
Job Type
Permanent
Discipline
Media Relations & PR
Seniority
Executive
Salary
£60,000 - £79,000
Sector
Professional Services
City
London
Description
EMR are working with a leading legal firm based in the City of London who are seeking to hire a PR Specialist.
Reference
PRM9812_1745830425
Expiry Date
01/01/0001
Author
Mark ChildsAuthor
Mark ChildsSalary
Negotiable
Location
Potters Bar, Hertfordshire
Job Type
Fixed Term Contract
Discipline
Brand Marketing
B2B
Seniority
Manager
Salary
£45,000 - £59,999
Sector
Property & Construction
City
East of England
Description
We are seeking a Marketing Manager to join a leading residential developer on a 12-18 month fixed-term contract.
Reference
PR/132623_1745589541
Expiry Date
01/01/0001
Author
Mal GaluszczynskaAuthor
Mal GaluszczynskaRelated posts

Teaser
Hiring adviceContent Type
ArticlesPublish date
04/30/2025
Summary
The landscape of hiring a marketer has changed. A solid job spec isn’t the be all and end all anymore. Today’s marketing professionals are making career moves with more intention than ever. Marketers

Teaser
Hiring adviceContent Type
ArticlesPublish date
04/30/2025
Summary
When it comes to hiring the right marketing professionals, getting the job description right is crucial. Knowing how to write a job description means you’re doing more than just list responsibilities

Teaser
Hiring adviceContent Type
ArticlesPublish date
04/14/2025
Summary
Three days in the office. No change in salary. Hybrid working is evolving. What does that mean for employees and employers in 2025?What was once presented as a benefit is now a source of tension. Acro

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/31/2025
Summary
Looking Back at 2024For much of 2024, marketing recruitment across the UK has contended with a series of setbacks. The latest data from the Office for National Statistics showed a steady decline in

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Attracting top-tier marketing talent is challenging. The best candidates often have multiple options, allowing them to pick out a company they would feel proud to work for. This is where the power of

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Hiring a marketing manager is no small task. Marketing plays a pivotal role in any business, and the right hire can send both brand perception and revenue on an upward trajectory. From campaign execu

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/05/2025
Summary
With Employer National Insurance (NI) contributions set to rise in 2025, businesses must rethink their hiring strategies, particularly in marketing, where agility and cost-efficiency are key. Hiring d

Teaser
Hiring adviceContent Type
ArticlesPublish date
02/28/2025
Summary
Does your business need expert marketing leadership but isn’t ready for a full-time hire? A fractional Chief Marketing Officeer (fractional CMO) could be the perfect solution. Offering strategic guid
by
Mal Galuszczynska

Teaser
Industry newsContent Type
ArticlesPublish date
01/30/2025
Summary
In recent years, consumer expectations have shifted significantly, with individuals increasingly seeking brands that embody authenticity, transparency, and social responsibility. This change in consum

Teaser
Industry newsContent Type
ArticlesPublish date
01/24/2025
Summary
AI and automation are no longer optional extras for marketers, they’ve become essential tools in navigating today’s competitive marketplace. As these technologies redefine the standards of efficiency,
Recently viewed jobs