CHOOSE RESPONSIBLY.

2020 turned to be a decisive year. One of those in which new decisions and resolutions have to be made on the spot - every month even! There's literally no time to wait until new year's eve.

If that is so, then let's make them count. If life is throwing a #pandemic at us, let's reply with a pandemic of positive vibes and right #decisions, both at a personal and collective level.

If we're to choose between uncertainty and certainty, let's go with the one that makes us grow. The one that makes us deal with our true #purpose, creative nature, and instincts.

This applies to #Marketing too, or should we talk about MMF... "Marketing Moving Forward"?...

After all, there's no normal to back to. Neither a new one. Just an exciting beginning that will take decades to turn into normal. And that's where a huge opportunity presents itself to #brands willing to choose and join social causes in a #responsible way. To then establish the primary codes and samples for the consolidation of cause marketing in the years to come, in which the people and brands talk about what matters to them, not just in real-time but for real! Most importantly, a collab type of marketing where both parties join forces to act moved by shared causes and emotions.

Old marketing techniques were based on telling people what to do via calls to action. Now, those calls are meant and intended for everyone, including brands themselves. After all, brands are humans too - they're made and managed by humans (last time I checked, AI technology is not quite there yet to be building and managing brands), so it makes sense for them to take a stand, pitch in, invite and be invited, empathize, support, and choose what they want just as humans do.

This type of "same-level" rapport in #communication is what people are expecting from brands. They demand them to feel, act, and react toward the given reality. Not just to tell them to buy their beers, cars, or whatever under the condition of "You drink responsibly", "You don't text and drive" or "You stay at home"- Enough of that! Those calls and many more are to be made collectively and be attended by both parties, which ultimately are the same. We're talking about human to human communication here. Even. Horizontal. A new type of connection in which humans from different backgrounds and even beliefs make the decisions to join forces, build communities, and rally for what they believe is right and needed. For everybody's benefit. Hence, the importance of brands to not only act humanly once and for all but to choose carefully the social causes they want to participate in. It's not about choosing a cause just "because" like a teenager does it when choosing a pair of shoes. It's choosing a cause that better aligns with their beliefs, personality, and values.

What's is the point of supporting BLM now if there's not a sustainable and ongoing project and commitment in place yet?... Some brands are choosing the BLM cause simply "because" is trending, or simply because they feel compelled to do so, fearing bad publicity if they don't say anything. But nowadays it's not about what you say but what you do.

What are these brands truly doing when they say they support X or Y social cause?...

That is the real issue here. The #NewMarketing demands action first, then broadcast it if you want, get free media even! But act - sustainably to stay true to your brand/human purpose.

2020 is the final deadline for brands to choose responsibly the social causes they want to support in the long run via collab actions that benefit their image, but most importantly, people in the long run.

By Juan Diego Guzman

From Chronicles of a new business creative director.

#juanguzman78