2023 - The Year of Authenticity and Social Responsibility - Marketing Trends You Need to Know!
As we look ahead to 2023, it's clear that the built environment sector is facing a new set of challenges and opportunities. One of the most pressing issues businesses in this space must grapple with is the growing importance of brand social responsibility. In a world where clients are increasingly choosing to align themselves with brands that share their values, it's more important than ever for businesses to demonstrate a genuine commitment to making a positive impact on society. Maybe it’s because of the pandemic, the looming recession or more Millennials and Gen Z-ers entering the business world, but 2023 is the year to get this right and thrive or fall by the wayside.
So, what does it take to be a socially responsible brand in 2023?
First and foremost, it's crucial to remember that potential clients are increasingly choosing to work with brands that align with their values.
A recent Deloitte report showed that 40% of UK buyers choose brands that have environmentally sustainable practices/values. Whilst 34% of UK buyers stopped purchasing certain brands or products because they had ethical or sustainability related concerns about them.
This means that businesses in the built environment sector must invest in building a brand that promotes qualities like equality, diversity, sustainability, and inclusion. But it's not enough to simply pay lip service to these ideals. In 2023, businesses will be expected to put their money where their mouth is and demonstrate a genuine commitment to social responsibility. This could manifest in a number of ways, such as fully incorporating a framework like the sustainability triple bottom line, or taking a more authentic and inclusive approach to marketing. One thing is certain: sitting on the fence will no longer be an option.
Fully incorporating a framework like the sustainability triple bottom line, built environment brands can prove that their work is not all talk and ‘greenwashing’, but rather sincere and authentic.
How can you effectively communicate your brand's social responsibility in 2023?
1. Impactful Storytelling
Storytelling never dies, and it’s back with a bang in 2023 too.
Nothing new here, Homer wrote the Odyssey in the 8th century BC, of Odysseus telling the story of his adventures.
However, it’s new in many ways for businesses and brands in the built environment sector. In order to stand out in a crowded marketplace, businesses in the built environment sector must find ways to tell their brand's story in an engaging and authentic way. This could involve sharing behind-the-scenes footage of your work process, or using customer testimonials to demonstrate the value of your products or services. In 2023, It’s time for B2B to catch up with what B2C has been doing for years now.
Good photography is important, but it doesn’t build enough trust. If you can show the actual work you do at each stage, tell a story about it, then it is more likely to build the trust that will get them picking up the phone.
Additionally, you could use storytelling to communicate your brand's social responsibility by highlighting the positive impact your brand has had on society, through case studies or before and after scenarios.
Some examples of B2B brands doing good work in telling stories are:
Google Ad Words – telling stories through the customer’s perspective
2. Short form video content
One of the top predictions for 2023 is the further rise of short-form video content. With platforms like TikTok, Instagram Reels, and YouTube Shorts dominating people's screen time, it's more important than ever for companies in this space to master the art of brevity and concision. YouTube Shorts is now seeing 1.5 billion monthly active users and over 30 billion daily views, it’s clear that short form videos (usually 10-60 seconds) are what people are watching.
By creating video content that is both informative and visually stunning, businesses can quickly capture the attention of scrolling users and build trust with potential clients. Moreover, you could use this short-form video content to showcase the actions your brand is taking towards being socially responsible, this could be through a series of videos that show your brand's process of going green, or showing the impact of the sustainable practices you have implemented.
3. Podcasts and audio-only content
Podcasting is also on the rise, again!
When in the summer of ‘21, Clubhouse - an audio-only platform, gained millions of users without publishing any visual content, many other platforms, such as Twitter Spaces and Hubspot rushed to the field of audio-only content.
It's a great way to reach your audience in a more personal and intimate way. By creating a podcast that focuses on topics related to your brand's social responsibility, you can provide valuable information and insights to your audience, while also building a deeper connection with them.
This is a perfect way to tell your brand's story and showcase your commitment to making a positive impact on society.
4. Relatable Authenticity
Authenticity is key. Remember the big NFT craze from 2021, Bored Apes and Crypto Punks? It was all about the concept of authenticity. In an increasingly disconnected, fragmented and machine driven world, looking for authenticity is a ‘mini-grand narrative’ for 2023 and beyond.
One of the most important things to keep in mind when building a socially responsible brand is to be authentic. Consumers can see through insincere attempts to appear socially responsible, so it's essential to be transparent about your brand's actions and communicate them in an honest and genuine way. The last thing you want to do in 2023 is be caught out for ‘greenwashing,’ just don’t be that brand this year!
Key takeaway
In summary, 2023 is shaping up to be a year of change and opportunity for the built environment sector. Businesses that are willing to adapt and evolve, and commit to being socially responsible, will be well-positioned to succeed. By leveraging short-form video, podcasting, and storytelling, businesses can effectively communicate their brand's social responsibility and build trust. It’s time to take a stand, and show the world that your brand is committing to making a real positive impact on society.
What do you predict to be the main themes for branding and storytelling in 2023?
Have we left anything out?
We’d love to hear your thoughts, connect with us on social or drop us an email at hello@conceptculture.co . But most importantly, have a great year!
Do you need help realising any of the above trends in your built environment business?
Concept Culture is at the cutting-edge of all above trends and we want to help you to do the same. Contact us for an initial consultation on how we can plan and implement your marketing communications, brand refresh or web development in 2023.