{"id":17852,"date":"2021-03-29T10:44:27","date_gmt":"2021-03-29T10:44:27","guid":{"rendered":"https:\/\/world-media-group.com\/?p=17852"},"modified":"2021-03-29T10:44:27","modified_gmt":"2021-03-29T10:44:27","slug":"survey-shows-increased-focus-on-social-good-amongst-brands-after-the-pandemic","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2021\/03\/29\/survey-shows-increased-focus-on-social-good-amongst-brands-after-the-pandemic\/","title":{"rendered":"Survey shows increased focus on \u2018Social Good\u2019 amongst brands after the pandemic"},"content":{"rendered":"

80% of advertisers are committed to an ESG strategy or UN Sustainable Development Goals <\/strong><\/p>\n

The World Media Group<\/a>, a strategic alliance of the world\u2019s leading media brands, today released its annual report: What\u2019s Next for Content-Led Marketing<\/em>?<\/a> The survey, which questioned key influencers across advertisers, agencies, media brands and consultancies, explored the impact of the pandemic on advertising and how brands will adapt their storytelling after a particularly challenging year.<\/p>\n

Increased focus on Social Good <\/strong><\/h2>\n

It appears the crises of 2020 have led brands to reconsider their approach to Social Good and how it fits into their creative strategy and content-led communication. Eighty four percent of all respondents believe that it is now more important and more effective for brands to align themselves with social issues and messaging. This is reflected in the fact that 80% of advertisers said their organisation is committed to working towards the UN Sustainable Development Goals and \/ or actively pursuing an ESG [Environmental-Social-Governance] focused strategy.<\/p>\n

Almost two thirds (63%) of media owner, agency, and consultant respondents said they were seeing an increase in demand for creative solutions that communicate the client\u2019s approach to meeting ESG goals. Fifty three percent of advertisers are leading with their ESG strategy in marketing communications to consumers, whilst 24% plan to. Seventy one percent of advertisers believe that brands which are able to lead with credible and authentic storytelling related to ESG issues have a competitive advantage.<\/p>\n

However, respondents were quick to caveat that brand authenticity was essential when communicating around ESG issues, and that simply jumping on a hot topic or trend was no longer acceptable. Instead, \u2018proof points of real-world actions\u2019 are required to demonstrate that it is not just a marketing tactic.  <\/strong><\/p>\n

An authoritative and trusted environment for storytelling<\/strong><\/h2>\n

When sharing their opinions on how brands, media owners and agency teams can add impact and effectiveness to storytelling around these issues, two thirds of all respondents (67%) believe that using the voice of experts is an important factor. Sixty two percent believe that storytelling should be positioned within an authoritative journalistic environment, and this number increases to 71% amongst media owners, agencies, and consultants.<\/p>\n

When asked about the best platforms to invest in when sharing or amplifying brand storytelling in 2021, all respondents agreed that the three key areas for investment would be the brand\u2019s own channels, trusted digital media channels and paid social media channels. <\/em><\/p>\n

Commenting on the survey, Damian Douglas, President of the World Media Group and Managing Director, EMEA at TIME, said, \u201cThe pandemic has given us all the opportunity to consider what\u2019s important and consumers are looking for brands that are aligned with their own values. <\/em>When an organisation has a credible ESG story to tell, content-led communications in the right media environment can help <\/em>influence genuine social change \u2013 but it has to be authentic. Consumers are no longer willing to accept empty gestures.\u201d  <\/em> <\/em> <\/em><\/p>\n

Audio predicted to be a key content trend <\/strong><\/h2>\n

When asked to predict the most exciting trends in content-led marketing over the next two years, the most frequently cited response was the continued growth of podcasts and audio formats. Respondents also expected the legacy of the pandemic to drive an increase in online brand activations. Finally, there was a divergence of opinion around \u201chumanifying\u201d marketing, with some respondents suggesting a need to make it more personal, while others favoured a trend towards AI-generated content.<\/p>\n

The research was carried out by the World Media Group, whose members include The Atlantic, BBC Global News, Bloomberg Media Group, Business Insider, The Economist, The Financial Times, Forbes, Fortune, National Geographic, Reuters, The New York Times Company, Time, The Wall Street Journal, The Washington Post, to provide context for the World Media Awards<\/a> for cross-border, cross-channel content campaigns, which close for entry on 20th<\/sup> May 2021. The full report can be downloaded here<\/a>.<\/p>\n

## ENDS ##<\/strong><\/p>\n

Media contact:<\/strong><\/p>\n

Charlotte Panther
\n07834431206
\ncharlottepantherpr@gmail.com<\/p>\n

About the research: <\/strong>The World Media Group carried out the online survey between 11 January and 19 February 2021 to advertisers, media owners, and agencies with international communication remits. 325 responses were received, with 80% of delegates having worked on content-led campaigns designed to target multiple countries and with global responsibility.<\/p>\n

About The World Media Group<\/strong>
\nThe World Media Group is a strategic alliance of leading international media organisations that connects brands with highly engaged, influential audiences in the context of trusted and renowned journalism. Its members include The Atlantic, BBC Global News, Bloomberg Media Group, Business Insider, The Economist, The Financial Times, Forbes, Fortune, National Geographic, Reuters, The New York Times Company, Time, The Wall Street Journal, The Washington Post, and associate members: Moat and Smithsonian.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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