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Global Marketing Do you recall the summer of 2020’s “new normal”? The shifting COVID restrictions quickly destroyed a sense of predictability for brands and customers during the brief period. Globally, nations adapt differently as the situation changes, while local consumers’ expectations vary greatly and change quickly.
This added complexity may make planning for the following year impossible. We asked our branding, digital, and localization experts to clarify any ambiguity and identify the top global marketing trends for 2021 to assist you. You can make the most of your finances, find new opportunities, and manage the current uncertainty with its assistance.
The marketing strategies of many brands underwent a radical change in 2020. Companies needed to attract (and keep) customers without appearing shady or greedy. Many people decided to base their motivation on social responsibility, channel reviews, and voice inflection.
Because consumers recall the good things brands do. 79% of consumers worldwide know the companies that donated profits to worthy causes during the pandemic. (Including the assistance of your staff). And 37% want to keep purchasing from companies that handled the COVID crisis well.
So it should come as no surprise that many businesses now place a high priority on the triple bottom line of people, planet, and profit:
Working from home will have a long-term impact. A significant portion of jobs in many major cities can be performed remotely. However, regional and national averages greatly vary depending on income and Internet usage. Women also need more access to jobs that allow them to work from home.
The coronavirus pandemic and demonstrations against Black Lives Matter also brought employee experiences to customers’ attention worldwide. 90% of consumers responded in the COVID-19 report from the Edelman Trust Barometer, which is based on a market survey of 12 people that they want businesses to protect their employees. 52% of respondents said it was crucial to gain or keep their trust.
Brands that used an unsuitable strategy were penalized all over the world. 20% of French consumers reported successfully persuading others to stop using a product they felt had not responded to the pandemic promptly. In the US, it rose to 27%; in Brazil, it rose to 35%; and in China, it rose to 76%.
In 2020, there was good news. Global CO2 emissions fell by an unprecedented 8% in comparison to 2019. Unexpectedly, China has also pledged to achieve carbon neutrality by 2060. 110 states currently have similar commitments for the middle of the century.
Due to this rapidly expanding trend, companies must recognize the importance of sustainability. Weather change is considered an important issue as COVID by 71% of consumers worldwide. Furthermore, they are prepared to use their purchasing power following their beliefs.
Sustainability is still a major concern even though the COVID talks have arguably overshadowed the conversation on climate change. Be ready to respond with your brand when it reemerges after COVID.
Unsurprisingly, there has been opposition to the shift towards root cause marketing. Customers are aware that many businesses prioritize making money. It is far too simple to use selfish justifications to support social issues. The brand justifications must add up. Otherwise, they risk being charged with greenwashing or waking up the wash.
For instance, Starbucks publicly tweeted that it supported the Black Lives Matter movement. Following threats of a boycott, the company quickly changed course. However, they claimed that giving their staff BLM t-shirts or badges “would increase the division.” Amazon also did little to safeguard warehouse workers from COVID-19, so their claim of solidarity with black workers rang hollow.
So, care for your people, protect the environment more, and promote social causes. But avoid the pitfall of posing for money. And remember to adjust every initiative to consider customers’ preferences and experiences in every market. Store well-intentioned emails and social media posts with focused promotions, or your customers will look elsewhere for a more genuine substitute.
Your global markets may provide you with the income and growth you need. You may even consider further expansion and the localization that comes with it if your company has grown during this time.
Companies sometimes decide to scale back localization (and marketing) during economic downturns. According to Common Sense Advisory, the termination of language support poses two primary risks:
Lack of language support can cost you sales as customers switch to a more regional (or nearby) competitor.
It may significantly impact global development and make future international revenue generation more difficult.