OOO: A Break from Marketing BS | September 2023

In an era marked by climate change and growing consumer awareness, brands face a significant challenge: how can they align their operations with sustainability goals?

One area for exploration is AR (Augmented Reality).

AR, once primarily associated with gaming and entertainment, is now evolving into a potent tool for businesses to create a meaningful impact on the environment and society.

Just this week, Bolt announced its latest campaign, in partnership with Snapchat, an augmented reality lens that allows people to reimagine outdoor spaces with fewer cars.

The “Feels Like Home” campaign was designed to encourage the public to aspire toward better urban environments with less traffic emissions and congestion.

For decades, cities have prioritized cars over pedestrians, bikes and scooters. So, for Bolt, a company whose sole offering is powered by cars, to encourage a shift away from a car-first mindset, is bold, brave, and necessary.

By taking a stand and communicating with consumers in their native space, and on topics that resonate most, AR can become a catalyst for a brand’s sustainability endeavors.

Virtual-Try Before You Buy

The fashion industry is notorious for its environmental impact, particularly the waste generated due to consumers returning clothes that don't fit as expected. AR-powered virtual try-on experiences allow customers to "try on" clothing virtually, reducing the need for physical try-ons and returns.

Transparency = Trust

Sustainability-conscious consumers want to know the story behind the products they buy. AR can provide a window into a product's entire lifecycle. By scanning a product's QR code or using a dedicated AR app, shoppers can access information on a product's sourcing, manufacturing processes, and its environmental impact. This transparency builds trust and helps customers make informed, eco-friendly choices.

Love Your Local

AR can enable brands to deliver localized marketing campaigns, driving foot traffic to physical stores and reducing the need for long-distance shipping.

Points Mean Prizes

By facilitating gamified loyalty programs, customers can be rewarded for making sustainable choices. This could be as simple as scanning product barcodes or engaging with sustainable practices, affording customers the ability to earn points or discounts, fostering eco-conscious behaviors.

Though not AR, WongDoody has been exploring ways to positively impact global sustainability efforts, with tech at the core. See “The Financial Times Climate Game”- a crisis gamified by our London Studio, whereby readers are challenged to cut emissions to net zero by 2050.

In short, when AR is properly incorporated into marketing strategies, it has much to offer brands, helping communicate sustainable credentials but also reducing carbon footprints and boosting customer engagement and brand loyalty.

With consumer trust so closely entwined with a brand’s sustainable policies, AR can help ensure transparency in customer relations, and resist the temptation to greenwash.

1

Pinterest is making a bold, timely move. In the wake of media scrutiny of AI and its tendency to amplify human bias, they developed technology by applying machine learning to over 5 million images of people of all shapes and sizes. The goal: the 465 million active users see search and feed results that include all body types, shapes and sizes. The body diversity project builds on their earlier work of algorithms that can recognize a range of skin tones and hair patterns. Eyes are on tech companies and how they are solving for bias in this new Age of AI, and Pinterest is smartly proving their commitment to inclusivity and diversity.

Do Say: We see the problem and are already working to solve it!

Don’t Say: Let’s wait and see how this shakes out…

2

Gen Alpha – those born in 2010 and beyond – identity is closely linked to the adoption and high-value of technology that was only accelerated by the pandemic. Likely, many of them will have a digital footprint before they even understand what that means! They have shorter attention spans than any other generation and respond well to interactive, gamified, and customized content. With platforms like TikTok, YouTube and Roblox, the generation is defined as active co-creators. Brands who build two-way street relationships focused on trust, participation and authenticity will capture the spending power of the largest generation in history.

Do Say: Wanna collab? Bet. ??

Don’t Say: Gen Alpha are just noobs

3

Charter Communications is picking a fight with the big dog – Disney – and it could push forward a change in how we watch TV. Charter stopped airing Disney’s channels (most notably ESPN) in a dispute over the fees Disney is charging cable providers. With a 40% drop in the number of American households paying for cable bundles, Disney cannot raise advertising fees in proportion with what it pays sports leagues to air their games. If Charter and Disney don’t kiss and make up, the TV and Streaming industry will be closely watching to see how fast this cord-cutting moment will force providers to fully rely on a direct-to-consumer model.

Do Say: The game is afoot! ?

Don’t Say: Okay, fine, where do I sign?

To advance to the highest corporate levels, many women must walk a difficult tightrope: they often learn to stand out by making bold and impactful moves, but naturally this can increase the high-visibility pressure to reach impossibly high standards. Furthermore, they continue to deal with gender bias, pay disparity, and a lack of representation in leadership roles. The latest View from the C-Suite webinar highlights the experiences of women leaders who have navigated the complexities of rising to executive positions.??

Catch the replay of episode 17, The Power of Resilience: Lessons from Women Executives?where our guest panel of exceptional women?shared inspiring stories of perseverance, ingenuity, and success despite facing adversity. Lara Salamano, Group Business Director at WongDoody; Tracey Doi, former Toyota CFO and Board Member, Quest Diagnostics and Pentair; Annabel Tsang, VP of sales at Keurig Dr. Pepper; and Lisa Lou, vice president of IT strategy at ADT share 3 lessons they’ve each learned on their way to the top.?

ENJOYED THIS? WANT TO LEARN MORE?

Contact our New Business Team at [email protected].