Navigating Change: ‘Shifting Baselines’ and Brand Strategy

The concept of ‘shifting baselines’ has emerged as an interesting framework for understanding how evolving perceptions and expectations impact businesses and brands. Originally coined in the context of environmental studies, 'shifting baselines' describe how each generation accepts the state of the world around them as the norm, oblivious to the changes that have occurred over time. This phenomenon, however, extends far beyond the realm of ecology, offering valuable insights into consumer behaviour and brand strategy.

Understanding Shifting Baselines

Imagine a brainstorming session where a Gen X 'senior' refers to the importance that Yellow Pages had in our life, and the 'junior' Gen Z intern looks completely clueless. This scenario exemplifies 'shifting baselines' at play. What was once a household staple is now a relic of the past for a new generation whose baseline has shifted to digital directories and online search engines. 'Shifting baselines' are all about these changes in perceptions and expectations that occur over time, often without us even noticing.

The Impact on Business and Brand Messaging

For businesses, recognising and adapting to shifting baselines is crucial for staying relevant. As consumers' contexts of reference change, so too must the products, services, and messages brands offer. This isn't just about keeping up with the latest trends but understanding the deeper shifts in values, needs, and ways of interacting with the world.

Take, for instance, the rise of sustainability. What was once a niche concern is now becoming a baseline expectation for some consumers, influencing their purchasing decisions. Brands that have recognised this shift and incorporated sustainability into their messaging are not just seen as trendy; they are viewed as aligning with the values of their consumers.

Agile Brand Messaging in a World of Shifting Baselines

To navigate the waters of change, brand messaging must be agile. This means being attuned to the subtle shifts in consumer expectations and being ready to pivot when necessary. It's about crafting messages that resonate with the current values and realities of the audience while also being authentic to the brand's identity.

But how do we ensure that our brands remain coherent and true to themselves amidst these changes? This is where the paradox of the Ship of Theseus offers an interesting perspective lens.

The Ship of Theseus: A Framework for Brand Strategy

The Ship of Theseus asks a simple yet profound question: If all parts of a ship are replaced over time, is it still the same ship? Applied to brand strategy, this paradox challenges us to consider what the core of a brand really is. What are the essential parts that make the brand unique, and how can these be preserved even as we adapt and evolve our messaging?

This framework encourages brands to identify their immutable core – the values, mission, and unique selling propositions that define them. It's about understanding what can change and what should remain constant. By maintaining this core identity, brands can ensure that, no matter how much they adapt their messaging to meet shifting baselines, they remain recognisable and true to their essence.

Conclusion: Sailing into the Future

As we navigate the shifting baselines of our world, the challenge for brands is to remain relevant and resonant with their audiences. By being attuned to the evolving expectations and values of consumers, brands can develop agile messaging strategies that both reflect contemporary realities and stay true to their core identity.

In a sea of change, maintaining a coherent sense of self of the brand is key to building strong, lasting connections with consumers. Ultimately, it's about steering a brand with a clear vision and adaptable strategies, ensuring that we sail smoothly into the future, no matter how the tides may turn.