How brands stay culturally curious and keep their promises - learnings from Advertising Week 2024

Written by Stephanie Carcara , Account Director at Kettle

Over the past week, I had the opportunity to attend the 20th Advertising Week in New York City. Within a few seconds of scrolling through the available sessions, it was obvious that AI had not lost momentum in the conference space.?

But in an industry so focused on the advancement of artificial technology, I noticed the opposite rang true at AdWeek. It would be to do business as good, authentic humans.

Here are some standout insights:

Winning brands stay true to their promises. During the pandemic and the BLM movement, many companies made commitments to drive change in their industries. Yet, as louder issues emerge, some have backtracked on those promises. As chef and restaurateur Mark Bucher wisely stated, “Doing good and being kind is a commitment you can't just jump in and out of, you have to really dig in and fight for it. You have to follow through with what you say you’ll do!” Consumers expect brands to align their values with their practices and will reward authenticity with loyalty.

Cultural curiosity is a win for everyone. Listen to your audience and your community. People want to see themselves reflected in your brand. In an engaging session that talked about the use of smaller community creators, the panel had an inspiring message, “If you’re not listening, you’re already falling behind. Are you in the space to hear [customers] and reply back?” said Thatiana Diaz, Editor in Chief at Remezcla. As Danisha Lomac from Digitas noted, “No one is telling you to represent all communities, but with curiosity, you can ask the right questions.” Being intentional in your outreach ensures relevance and fosters genuine connections.

Emotional IQ remains undefeated. When the "Taylor Swift effect" captured America’s attention during Kansas City Chiefs games, Chiefs CMO Lara Krug and her team remained committed to their core values. “We never showed Taylor on the boards at the game; we just really try to respect her as a famous fan…we are clear on who we are and aren’t.” Their decision to prioritize human respect over potential marketing gains exemplifies the importance of authenticity. Despite being a Rams fan, I can appreciate their strategy, and I have to say…the Chiefs are taking the right steps to achieve their goal of being the world’s greatest team.

Though I went to AdWeek to learn about the latest innovations, and those goals were accomplished, what will stick with me was a loud reminder to be a caring, human. As C.D. Glin, President of the PepsiCo Foundation and Global Head of Social Impact for PepsiCo beautifully said, “Lots of folks are empathetic. Caring is where there is empathy and action.”?

Let’s remember: in a world driven by technology, our greatest asset is our humanity.?

And on a lighter note, thank you to New York City for your hospitality, but it’s time to put my Dodger hat back on. Let’s go Dodgers!!!