Navigating Polarisation
Hi, it’s Ed here,
Welcome back to a year that is already well underway, and a new look newsletter from us.
‘In Essence’ will continue to give you the inspirational content we’ve grown accustomed to finding, but this year we also wanted to have a bit more focus around some of the burning topics in the industry.
Just before we broke for Christmas our strategy Director, Ben Hawley, wrote about his predictions for media in 2024. ‘Navigating polarisation’ was a key theme and there’s no doubt we’ve seen an increasing polarisation of opinion in society, with some brands leaning in to ‘purpose’ and others fearful to pick a side of the fence. Ben expands on this theme in more detail in this weeks newsletter.
?Although Ireland is classified as a ‘Moderately Polarised’ market (Edelman Trust Barometer 2023) many global brands in Ireland take their lead from larger markets, so what does the consumer really think and what might marketers learn from it.
As always, interested to hear what you think
Ed
When it comes to navigating a polarised society, should brands sit on the fence?
Ben Hawley, Head of Strategy, examines the arguments here
Can brands find common ground amongst consumers in these divisive times?
Research shows consumers more interested in brands’ values than ever
How to address the business ramifications of social polarisation
Busting taboos: How brands are leaning into controversy to re-shape culture