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
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 GaluszczynskaSalary
Bonus
Location
City of London, London
Job Type
Permanent
Discipline
Event Marketing
Seniority
Assistant
Salary
£30,000 - £44,999
Sector
Financial Services
City
London
Description
Events Coordinator
Reference
RPD_1744777358
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£60000 - £65000 per annum
Location
London
Job Type
Permanent
Discipline
Media Relations & PR
Seniority
Manager
Salary
£60,000 - £79,000
Sector
Consultancies
City
London
Description
EMR are working with a boutique PR & Communications agency specialising in advising and supporting emerging start ups. They are looking to hire a Senior Account Director.
Reference
PRAD9076_1744626156
Expiry Date
01/01/0001
Author
Mark ChildsAuthor
Mark ChildsSalary
£38000 - £430000 per annum
Location
London
Job Type
Permanent
Discipline
Media Relations & PR
Work From Home
Work From Home
Seniority
Manager
Salary
£125,000 +
Sector
Consultancies
City
London
Description
EMR are working with a boutique PR & Communications agency operating in the start up space, who are looking to hire a PR Account Manager.
Reference
PRAM2319_1744625825
Expiry Date
01/01/0001
Author
Mark ChildsAuthor
Mark ChildsSalary
Up to £60000 per annum
Location
London
Job Type
Permanent
Discipline
Corporate Communications
Internal Communications
Media Relations & PR
Work From Home
Work From Home
Seniority
Manager
Salary
£60,000 - £79,000
Sector
Consultancies
City
London
Description
EMR are working with a leading consulting firm, providing audit, tax, accounting and business advice to organisations in the UK who are seeking to hire an experienced Communications Manager.
Reference
CM02321_1744625440
Expiry Date
01/01/0001
Author
Mark ChildsAuthor
Mark ChildsSalary
£45000 - £50000 per annum
Location
London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Head of
Salary
£45,000 - £59,999
Sector
Leisure Travel & Sport
City
London
Description
I'm working exclusively with, an independent hospitality group known for its vibrant live music venues and great nights out. They're now looking to appoint a Head of Marketing & Communication
Reference
PR/132619_1744386751
Expiry Date
01/01/0001
Author
Rebekah CrampAuthor
Rebekah CrampSalary
£60000 - £70000 per annum + Benefits
Location
City of London, London
Job Type
Fixed Term Contract
Discipline
Marketing (general)
Seniority
Manager
Salary
£60,000 - £79,000
Sector
Financial Services
City
London
Description
Event Manager
Reference
RPP_1744385893
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£38000 - £45000 per annum
Location
City of London, London
Job Type
Permanent
Discipline
Event Marketing
Seniority
Executive
Salary
£45,000 - £59,999
Sector
Professional Services
City
London
Description
I'm working in partnership with one of the UK's most respected barristers' chambers, which is seeking to appoint an experienced Events Executive to join its established Marketing team.
Reference
PR/132618_1744385275
Expiry Date
01/01/0001
Author
Rebekah CrampAuthor
Rebekah CrampRelated posts

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,

Teaser
Career adviceContent Type
ArticlesPublish date
01/03/2025
Summary
As 2025 approaches, organisations are focusing on professionals who combine technical expertise, strategic thinking, and adaptability. For marketers refining their skills or employers aiming to build

Teaser
Hiring adviceContent Type
ArticlesPublish date
01/02/2025
Summary
Hiring in today’s unpredictable job market isn’t without its hurdles. With economic uncertainty, constrained budgets, and shifting business priorities, hiring managers are often forced to make tough c
Recently viewed jobs