Brands that identify large-scale social disruptions and then position themselves within the disruption as the brand of choice reap great financial rewards.
For example, brands such as Pepsi, Mountain Dew, Apple and Ben & Jerry’s have all exploited some disruption.
I will spend the next few minutes outlining several current disruptions and then how you might approach them.
Social disruptions of today
This list is not exhaustive but rather serves as a way to get your mental juices flowing.
Individual collectivism
The 1960’s were all about being anti-society. The Bohemians of the day sought self-expression outside of society. They would have said, “I want to be me and don’t care if society likes it.”
Today, however, things have changed quite a bit. People, namely 14-30 year olds, are still seeking self-expression and an identity but their relationship with society has fundamentally shifted. Rather than wanting to exist outside of society, they want to be accepted by society. They would say, “I want to be me and I want society to be okay with that.”
Echo chamber effect
In the past, the news was a way for America to come to the middle to talk about the issues of the day. Despite your political affiliation, there were only a few channels from which to choose.
That has changed.
Today, there are nearly limitless news anchors, shows, sites and blogs from which to choose. Media has become highly fragmented. So much so that you don’t have to hear anything that you don’t want to. You can choose to hear only what you want to hear.
It’s as if we each live in our own echo chamber.
Social sites only amplify the effect. We each carefully construct our social network online, choosing to friend or follow those that are similar to us.
Nativism vs. Immigration
Over the last several decades, the influx of immigrants to America and the controversy of immigration laws have created a shift in attitudes among some citizens. What does it mean to be American? What makes you an American? And how do you show support for your country?
Income Inequality
I would be remiss if I did not briefly mention the rising income inequality. Data shows that the rich get richer faster than any other segment of society.
There are implications for the groups on both ends of the spectrum.
Many upper class citizens have simpler roots and don’t want to feel like elitists. They buy and act in a way to make themselves feel like they are in touch with the working class, but don’t actually have to be a part of it. This group, titled Bobos, is well documented in the book Bobos in Paradise by David Brooks.
The lower class and middle class feel disenfranchised as they have seen the American Dream slip away. They are looking to feel stability.
Capitalizing on a social disruption
The objective is to position your brand as either a leader or emblem in a movement OR the solution to the conflict. Two examples.
Leader or emblem approach
Pabst Blue Ribbon (a.k.a. PBR) was a failing brand until hipsters on the West Coast used it as a symbol of the working class. They began drinking it in hordes. Miller Coors, who owns PBR, wisely abstained from traditional marketing tactics once it noticed the trend. Instead, they casually engaged the group and allowed the movement to move PBR forward. PBR became and is an emblem of a social disruption. This was also Pepsi’s play in the 70s.
Solution approach
The working class, those affected by the recession and who see the income inequality, look for little luxuries to feel like they can still have one nice thing. So consumers actually trade-up in certain categories such as coffee. Instead of regular, we buy specialty coffee from Starbucks because they can’t take that away from me dang it!
Photo credit goes to sahlgoode.