“ Advertising cannot always be a ‘ here we are , come and get it .’ Today , delivery with authenticity aimed toward building trust in a message or brand is critical . Advertising has a different voice than with previous generations and so much involves creating engagement and a dialogue of shared values .”
PAUL MCCLURE Principal and advertising director , RSE
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530-913-0562 ed @ olympustax . com references to climate change , which would appeal more to millennials and Generation Z . “ Rather than the brand imparting ideas on them , they want to drive the trend . This is a generation that ’ s driving change by representing social equity and environmental concerns .”
But the real test is behind the curtain . Companies need to authentically show their commitment , Mc- Clure says , which means addressing how they source and manufacture materials and life after the product . In other words , savvy advertising won ’ t help a business if its core values aren ’ t consistent on every level . McClure counsels clients who don ’ t have initiatives and policies in place to be aware of over promises or unsubstantiated claims in advertising .
“ Millennials and Gen Z , they ’ ll call bullshit on something faster than anybody ,” McClure says . “ If a company is doing it in a chest-beating inauthentic way , they ’ ll see right through that .”
But these days , most businesses know better . Outreach into different communities has expanded in ways that weren ’ t happening even 10 years ago . Aligning with communities is possible through community organizations , partnerships , social media and micro influencers .
For the last two years , RSE has been working on the California COVID-19 public education campaign . The campaigns have reached all 58 counties with 27 languages . Figuring out who to talk to is , more or less , the easy part . The biggest challenge is figuring out how to break through the noise , given audiences are exposed to so much misinformation , McClure says . One of the best ways to combat this , he adds , is to go into the communities for a more hands-on , engaged approach , working with trusted community voices .
“ Advertising cannot always be a ‘ here we are , come and get it ,’’’ McClure says . “ Today , delivery with authenticity aimed toward building trust in a message or brand is critical . Advertising has a different voice than with previous generations and so much involves creating engagement and a dialogue of shared values .”
A tale of two Sacramentos
Advertisers create engagement by first asking businesses one crucial question : Who is your audience ? But in the Capital Region , the answer isn ’ t always black-and-white because , according to Elmets , there are two Sacramentos : the City of Sacramento , which skews liberal , and the less liberal Sacramento County , which includes suburban Fair Oaks ,
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