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
£65000 - £75000 per annum + Benefits
Location
City of London, London
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£60,000 - £79,000
Sector
Financial Services
City
London
Description
Senior Internal Communications Manager
Reference
RPS_1750911155
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£80000 - £100000 per annum + Bonus
Location
City of London, London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Head of
Salary
£100,000 - £124,999
Sector
Financial Services
City
London
Description
Head of Marketing
Reference
RPP_1749823523
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£120000 - £140000 per annum + Bonus + Benefits
Location
City of London, London
Job Type
Permanent
Discipline
B2B
Seniority
Director/Chief
Salary
£125,000 +
Sector
Consultancies
City
London
Description
A B2B financial services consultancy is seeking a Marketing Director to design and implement marketing campaigns targeted towards insurance and banking providers.
Reference
RPEL_1749823149
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelRelated posts

Teaser
Hiring adviceContent Type
ArticlesPublish date
07/01/2025
Summary
The marketing industry has never been known to sit still. In 2025, it’s moving faster than ever. Between the rise of AI, changing customer expectations, and pressure to do more with less, the skills

Teaser
Hiring adviceContent Type
ArticlesPublish date
07/01/2025
Summary
When it comes to salaries in marketing, you can’t afford to keep your cards close to your chest. According to our latest survey, 78% of job seekers are unlikely to apply for a role without a specifie

Teaser
Career adviceContent Type
ArticlesPublish date
07/01/2025
Summary
New trends and technologies have continued to revolutionise the marketing industry, opening up a wide array of exciting new career opportunities. However, 2025 presents a far more complex job market t

Teaser
Hiring adviceContent Type
ArticlesPublish date
06/16/2025
Summary
Hiring great marketing talent has never been easy. In 2025, the recruitment landscape has changed. The biggest challenge facing hiring managers isn’t just about finding great candidates. It’s about

Teaser
Hiring adviceContent Type
ArticlesPublish date
06/16/2025
Summary
While today’s marketers are looking for the full package, salary remains key to attracting and retaining top talent. Fair pay is important and this year it’s under the microscope more than ever. With

Teaser
Hiring adviceContent Type
ArticlesPublish date
05/27/2025
Summary
As employers enter the second half of 2025, the pressure to remain commercially resilient while managing ongoing cost constraints is shaping how hiring decisions are made. Amid continued salary stag

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
Recently viewed jobs