Brand Allyship Is Our Play for Expansive Impact
This article was originally published by IABC
Charlene SanJenko
Imagine what might be possible if we collectively commit to reimaging advertising . Much more than the rewrapping of advertising dollars , the media industry is ripe for change and we ' re inviting you as a brand industry leader to be on the leading edge of it .
According to Marketing Week , global advertising will surpass $ 1 trillion this year . Social media will soak up a fifth of this total ad spend . “ Audiences are receiving an increasing volume of ads , so finding new ways to drive ad effectiveness has never been more important ,” says Will Swayne , global practice president – media at Dentsu . “ We are seeing an increased focus on planning and buying for attention , over pure reach , as more brands seek to maximize their return on investment and capitalize on the attention economy tools available to them .”
Dr . John Izzo notes that research shows people believe advertising “ only slightly more than advice from a stranger .” What people do believe , he says , “ are employees who tell your story of good .”
2024 presents a much-needed opportunity to reinvigorate your teams while simultaneously engaging clients , customers and key stakeholders with palpable experiences that embody your values . This ultimately demonstrates your commitment to societal care and showcases what you ’ re doing about it .
So how can communicators accomplish this goal ? Enter regenerative media .
What Is Regenerative Media and How Does It Work ?
BRAND ALLYSHIP
Scientific studies have shown us that the movies we watch affect our hobbies , career choices , emotions , sense of identity , relationships , mental health and even our marital status . Broken down to its simplest form , this is storytelling . Stories are the shared mechanism through which we process the experience of being alive . They are how we decide not just what and who is important , but what is happening in the first place .
At this moment in time , when the average adult consumes eight hours of media per day , what we ’ re seeing most frequently are stories streamed through our computers , laptops , televisions and phones .
Regenerative media is the kind of soulful , expansive , challenging and transformative storytelling that deeply nourishes us and can truly lift , shape and heal individuals and cultures . It ignites the power of our imagination and encourages audiences to explore the expansive edges of what is possible .
But this work can ' t be done alone . Regenerative media offers timely opportunities for brands to participate in well-curated progressive partnerships . The intent of striking these proactive relationships and curated investment opportunities is to propel lasting success for all involved . Transformative stories by historically underrecognized storytellers become the carrier of your commitment to play an active role in a societal solution .
Brand allyship is our play for expansive impact — an indigenous teaching . For community with community grounds is the brand allyship approach . Rather than “ What are you doing for me ?” it becomes “ What might be possible when we combine our greatest gifts , talents , strengths , resources and networks for a collective contribution toward the future we want ?”
You ’ ve got a leading role to play . Let ’ s connect .