Marketing has evolved so much in the last decade that it’s no longer about what your business or brand says about itself, but what it says about what’s happening in the world, too.
With many social issues in recent years – think: Black Lives Matter, the Me Too movement, climate change, the big resignation, Ukraine invasion – when it comes to events such as these, we’re often asked by people and businesses “what can, and should, we be doing to support this?”
It’s not just about navigating these social issues with your moral compass, it’s also about making your position known to your consumers as well. Marketers must now place a higher value on the morality, sustainability and emotions that goes into consumer behaviour and considering how what they say (or don’t say) can influence so much more than sales alone.
“Doing what is right” is not only expected but becoming the new norm. We’ve learned consumers will give preference to brands which align with these values, so what is your business saying?
Don’t worry, this doesn’t need to be a mind field to navigate, we have the perfect masterclass to help you learn thanks to The University of Queensland and lecturer in marketing, Dr Vivian Pontes.
So, what will you walk away with after this masterclass?
- Mixed emotions in service settings and why it’s impossible to please everyone
- The changing consumer mindset from proself to prosocial
- Social connection through emotions and understanding where we belong?
Come join us and learn more about social connectedness and how this can be an important factor to encourage and build relationship with your target market.
A little more about Vivian …
Vivian is a Marketing Lecturer at the University of Queensland Business School. Previously a Marketing Manager at a global market research firm, Vivian has worked with clients in a range of industries, including Financial Services, Education and Marketing Communications.
She is a passionate educator in the area of services and digital marketing and writes on a variety of topics involving consumer behaviour, such as morality, sustainability and emotions, with a focus on relationship and service marketing. Her interdisciplinary research has been published in leading journals such as the European Journal of Marketing, Journal of Services Marketing and Journal of Brand Management, and presented globally at the American Consumer Research and ANZMAC conferences.
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