While working with a range of senior partners at Ernst & Young developing a content platform, we were talking about some of the most pressing questions that our nation needs to be thinking as we move to new ways of working.

One of the themes we uncovered, involves improving consumers’ digital experience, and how to ensure that your employees don’t get left behind.

Kurt Solarte, Leading Digital and Emerging Technologies Partner for EY Oceania, believes that the most vulnerable point does not directly deal with the customer themselves, but is more to do with the employees not being adequately enabled to win the customer over. Kurt explains that an employee can be easily ‘exposed’ in front of a customer, no matter how advanced or complex their toolset is.

“The customer now has more information about their service than the customer service person has, brands are spending millions on websites, apps and marketing, but staff are often working in the dark.”

“Employees are customers too - we should be turning them into valuable advocates for the brand.”

One of the approaches we have developed from not only looking at brand tracking, sales numbers, employee brand research and immersion sessions with our partners teams is ensuring employer brand and sustainability are pillars within the brand house.

From there developing a content mission to communicate internally the vision values and purpose of the business supported by a range of content.

Whether it be reigniting your purpose to increase internal sentiment and to inspire teams around your purpose like we did for Aurecon

Highlighting the growth of your business and its vision towards the future as seen here with our partner the NRMA https://3rdspace.com.au/case-study/the-nrma-purpose-launch/

Then having a distinct pillar around your proof of RAP and action in diversity equity and inclusion.

We’ve found this style of storytelling resonates from the inside out, where we have worked with our partners to develop a holistic brand content strategy that includes the value the business delivers to not only profits but people and planet. Launched internally and then echoed with consumer centric narrative to align with the values of the brands customers.

The other key content pillar is learning and training.

We’ve found using engaging entertaining content for training allows team members and sales agents to stay up to date with product knowledge and initiatives within the business.

The secret here is to make the team /sales agents the hero and stretch your tone of voice in a relatable entertaining way so it doesn’t feel like training.

With Globus Travel we’ve managed to engage over one third of the travel agents in Australia with The Globus Geni-us and delivered the world’s first Travel game show generating massive good will and PR reaching 1.4 million within the travel and associated industries with a unique event that became content.

We’ve also found interactive content platforms that allow team members to learn on any device at their own time has powerful impact. The Drinks Academy we created for Woolworths Liquor increased the average sales basket by $6.

The old “the customer always come first” adage should be rethought as a people led approach.

Both customer and team centric, using powerful story telling great through the best digital channels, in a way that enables your team to have as much knowledge as the senior team of the business and allows them to become as great an advocate for your business as your most passionate customers.

If you’d like to find out more about the Inside Out Approach please drop me an email as we are so passionate about the impact this style of content can have on your business

rob@3rdspace.com.au

It’s like a New Year’s resolution for business: “This year we’re going to take our LinkedIn strategy to the next level.” Trouble is, like most resolutions, by February it’s forgotten. We fall into the usual social pattern. Same plan. Same media. Same results.

Unfortunately, that means the untapped goldmine of 600 million LinkedIn users goes under-utilised. So, let’s fix that once and for all. It’s 2023. Time to get serious about getting the most out of LinkedIn.

But first, a little proof of credentials

What makes us an expert? 3rdspace has been an official LinkedIn Content Partner since the program launched in Oceania in 2019. We’ve tried every LinkedIn strategy trick in the book (and have the awards to prove it). 

Not only can you harness the power of LinkedIn to network with relevant professionals and build meaningful connections, but also showcase your brand’s expertise and purpose through post updates and content – propelling your biz ahead of its competition. And, when done right – *ahem*, using our proven tips and tricks… this powerful platform can be one of the most effective tools driving organic growth to boost visibility and reach more members of your target audience. 

Here’s our top five tips to help you make the most out of LinkedIn.

#1 Quality over Quantity 

This applies to any social media platform, but it is especially true for LinkedIn - a platform that has been ranked one of the most trusted social media platforms by the Insider Intelligence Digital Trust Benchmark over consecutive years. If you take one tip from this blog today, let it be this: the foundational key to success on the LinkedIn platform is quality content. You don't need to post multiple posts every single day; instead, focus on creating high-quality pieces that will engage with your audience - content with value that your audience will genuinely care about. 

This comes down to your content strategy. Think about what kind of content will help you build relationships and connections with potential customers or clients - what do they want to see? What expertise can you share that will improve their lives? How can you entertain or engage your target audiences? How will you stand out from the clutter of other content? 

Don’t forget to make sure that your content is shareable so that others can easily pass it along on their own LinkedIn accounts – this is what we call viral reach, and it’s absolute GOLD when it comes to growing your brand awareness. 

#2 Make it a feast for the eyes 

Visuals are one of the most effective ways to stand out and grab your audience’s attention – in fact LinkedIn users are 20x more likely to share a video on the platform than any other type of post, and posts on LinkedIn that contain images have a 98% better comment rate

Getting creative with visuals in both static, animated and video formats can help break up text-heavy posts and draw your audience in - remember, the goal is to stop them from scrolling. Use high-resolution images or videos that are relevant to the topic you're discussing, as well as infographics or other visual elements that can help explain complex topics in an easier way for readers to digest. If you need a hand, don’t be afraid to drop us a note - creative content is what we get out of bed for! 

#3 Get tagging 

Hashtags are an incredibly powerful tool for helping your content stand out on social media platforms like LinkedIn. If you want your post to be seen by a wider audience, use some relevant hashtags so that people who may not follow you can still find it when searching for topics related to what you're talking about. Pro tip: research the hashtag before you post by searching the tags in the LinkedIn search bar - you’ll be able to see how many posts already exist and explore other similar trending hashtags. The key is to select a mix of general hashtags (those will large follower counts) and niche hashtags (those that have at least 5,000 followers) - and try to limit your hashtag use to a maximum of 5 per post, placing the tags throughout the copy or at the end of your post as an aesthetic best practice. 

#4 Add ads, Ads, Ads 

Still waiting for the right time to launch your first ad campaign on LinkedIn? You’re missing out on some major opportunities. Unlike Facebook, Instagram, Twitter, and TikTok (the list goes on), the advertising offering on LinkedIn is still highly targeted, meaning you can reach a granular audience in an environment where they’re primed to engage. The sophisticated B2B targeting options available allow you to hone in on your exact target audience, so that you can craft content and campaigns tailored to their specific needs. Reaching consumers where they are most active amplifies the reach of your organic following and allows you to track engagement more granularly. With this data, marketers can further inform their content strategy, as well as measure success using powerful ROI tracking tools. 

We hear you… “Isn’t LinkedIn advertising expensive?” It doesn’t have to be. With the right media strategy and content, advertising with LinkedIn is a powerful tool to drive results from your target audience. 

#5 Give value to get value 

This may seem obvious but it bears repeating – the number one most effective tactic on LinkedIn when it comes to driving leads and conversions is to offer real value in your posts and ads. LinkedIn users value helpful tips and advice from experts and companies they trust, so try offering insights that could be useful for others trying to achieve similar goals or objectives online (e.g., how-to guides or cheat sheets). This type of content will not only benefit those who read it but it will also demonstrate your expertise and credibility on specific topics which can plant the seed for future collaborations or partnerships down the line. 

At the end of the day, success on LinkedIn is all about creating a powerful, engaging presence that'll draw in your target audience. The fact is, there are countless strategies and tactics businesses can implement when leveraging LinkedIn for their marketing efforts – but these five tips should give you a great starting point when developing your own LinkedIn strategy. If you find yourself overwhelmed with the possibilities or just need an extra hand, don't hesitate to reach out drop us a note.

IMPROVE CUSTOMER VALUE VIA YOUR EMPLOYER BRAND

Companies focused on climate action are not only lifting their customer value, but also their employer brand. They’re experiencing stronger recruitment and retention, and overall financial value, according to a recent EY report[1].

Despite this, many brands are still reluctant to highlight their sustainability credentials to attract candidates.

According to a recent study by IBM[2], 71% of workers see environmentally sustainable companies as more attractive employers, and almost 50% would take a lower salary to work for them.

SUSTAINABILITY JOBS ARE GROWING

Currently there’s 17,816 jobs on SEEK associated with sustainability. Naturally, an interested jobseeker would click through to the employer’s website and expect to quickly see their level of commitment to sustainability.

Look up that same company on LinkedIn, and you’ll probably find a noticeable gap in published organic content on the topic. If there is content, it fluctuates wildly from dry to boastful.

It’s a common blind spot. One we see often as an official LinkedIn Content Agency partner.

We know that finding your voice and developing an authority to talk about sustainability can be tricky, but it’s not insurmountable. Get it right and it can boost your ability to attract and retain top talent.

YOUR EMPLOYER BRAND STRATEGY SHOULD BE AS CLEAR AS YOUR OVERALL BRAND STRATEGY.

At 3rdspace we call this ‘connecting your brand purpose to every surface’.

What do we mean? Wherever your brand extends (channel, touchpoint, physical, or digital) your sense of purpose must be baked into the DNA of that surface. This extends down to your job description templates, and even a new employee’s first pay slip.

The great companies we’re working with aren’t fluffing up their sustainability creds by shoehorning in the latest buzz terms.

THEY’RE BUILDING PROGRAMS THAT IMPROVE THEIR BUSINESS FROM THE INSIDE.

We help shape those programs into a cohesive narrative and a sharp candidate proposition. We’re building content plans with killer pillars, so our clients’ LinkedIn channels curate a mix of voices that talk authentically about what sustainability means to them.

SUSTAINABILITY IS ACROSS ALL TEAMS AND LEVELS.

Brands who are getting it right are those where the CMO, the Chief People & Talent Officer and the Chief Sustainability Officer unite over a comms plan that speaks to all audiences, including new recruits and current staff.

Our job is then to help them build the comms frameworks that align and connect their employer brand with their customer brand.

We also help steer them away from hygienic box-ticker messages (like diversity, flexibility, growth, etc), to focus on interesting and different proof points.

It’s not about not using these key search terms, it’s about uncovering stories of them in action and creating content that shows them in the most distinctive way possible: content that elevates a brand’s purpose and provokes action.

This helps the potential recruit conclude in their own mind that the brand really does walk the walk of what sustainability means to them. This is important because it’s the candidate’s perception that matters, not what  the brand tells them to think.

A FOUNDATIONAL BUILDING BLOCK TO YOUR BRAND STORY.

Building your employer brand narrative and content plan is a foundational piece of work that brings your sustainability recruitment story to life.

If you feel like the true value of your brand hasn’t been unlocked to optimise your recruitment and retention goals, we’re here for a chat to see if we can guide you towards success. Or, if you have figured it out and want a memorable piece of content as reinforcement, we’re here for you too.

Reach out: Andrew Sidwell, Head of Content & Experience.

3rdspace is one of only two content agency partners of LinkedIn, which gives us deep insight into what’s working and what’s coming next.

[1] https://www.ey.com/en_gl/sustainability/how-can-slowing-climate-change-accelerate-your-financial-performance

[2] https://www.ibm.com/thought-leadership/institute-business-value/report/sustainability-consumer-research

Here’s a quick stat to get you thinking:

There are 762,000 monthly searches globally for “sustainability”.

Recently we noticed that a brand with amazing sustainability credentials was hiding their story in a poorly executed video on their About page.

It was a great story, but nobody knew about it.

Why do brands hide their sustainability stories? Maybe it’s because they believe they’re not quite there yet.

Guess what? Most other brands aren’t either.

Don’t fear the rules

Telstra Digital Channels exec Jeremy Nicholas recently urged brands not to excuse inaction through fear of regulation, saying “It's there to keep us on the straight and narrow…but make sure it drives you forward”.

He also cited the Federal election as the biggest market research event in determining public demand for action on climate change.

What the election shows is a shared ambition to make things better, and that’s where the opportunity lies for brands. Consumers want brands that are tackling the problem and have a voice in the global conversation.

How to bring sustainability to the forefront

Content pillars are a powerful way to tell your sustainability story and build it into your brand DNA. They allow you to be authentic and create a relatable, shared ambition with customers.

You don’t have to be 100% there yet. Admit you’re not, but have a shared vision with your customers, society, and planet.

Then, highlight who you’re partnering with on the journey.

Avoid green washing

Brands need to make choices at an agile pace to avoid being seen as green washing, and tough decisions around consumer experience will come into those conversations.

If we want to drive change, we must also show consumers that they have a role to play. Think of free returns in online retailing - when will they be switched off?

According to Jeremy Nicholas, giving customers the choice could begin to move the needle.

“If you want same-day, communicating that the carbon impact is high, but a one-week delivery may be low or neutral…make people think about that within the customer experience.”

Brands getting it right

We recently helped EY to not only tell their story but also show how they’re helping others, with a new narrative; “The flow on economy”. We developed beautiful films with images from nature, and a computer-generated forest in the shape of a lung.

The films have smashed completed view metrics on LinkedIn by 300%.

Aurecon is another brand that’s leading with their purpose: To imagine, co-create and bring ideas to life with clients in order to build a better future for people and the planet.

We helped reinvigorate this with content led campaigns and an overall look and feel that brings their sustainability message to life.

Be ambitious and real

Brands don't have to be perfect. You should be talking about what you’re currently doing that’s having a positive impact, and where you plan to take your net-zero and sustainable agenda.

It’s also OK to say you don't have all the answers. Telling your story in a dynamic, inspiring, and thought-provoking way will build a much deeper connection with customers.

By engaging your customers on your journey, they’ll help you make the best calls for the planet, your business, and their lives.

If you’d like some further insights to put a case to the business, please reach out.

rob@3rdspace.com.au

Rob Logan - Founder and CEO

As Mother’s Day in Australia approaches, Rachael Sullivan - 3rdspace UK’s Strategy Director and mother of one toddler, Felix - ponders the complexities of modern motherhood and how marketers can create content that better connects with mums today.

Motherhood is arguably the most significant life transition many women go through, making it a conundrum for brands and marketers as this life transition inevitably brings about a change in values, hopes, fear actions and behaviour.

According to the Mom Complex, three out of four mums still say companies have no idea what it’s like being a mum. Yet the reward for those who get it right is significant with mothers reportedly controlling 85% of household purchases and having a collective spending power of $2.4 trillion.

So why is marketing to mums so complex? And what is it that many brands are missing?

Firstly, it sounds obvious but it’s something too easily forgotten – people are individuals, not labels“There is a danger in focusing on the fact that people are mums. Being a mother is fundamental, but it isn’t the defining thing about you” says Justine Roberts, Mumsnet.

Motherhood comes in many different forms. On the surface of it there are new mums, stay at home mums, working mums, single mums, mums to kids with special needs, rural mums, urban mums, two-mum families, mums of many, mums of one, expecting mums, mums to teenagers, foster mums, adopted mums, absent mums and bereaved mums. Scratch a little deeper and you’ll find a minefield of mum personas – hands-on mums, competitive mums, perfectionists mums, socially conscious mums, eco-conscious mums, freeform mums, fit mums, easy going mums, working mums and mum entrepreneurs. But it’s key to understand that in any given week she may be ALL of these things.

Mums tend not to like being defined as being a mum. The modern mum is (hopefully) feeling less pressure to fit into one category and more freedom to give herself permission to have a life and ambitions outside of being a mum. And that could be as simple as a side hustle or a full-blown ambition to climb Mount Everest. And herein lies the issue for content marketers: millennial mums don’t want to be defined purely as being mums. In fact, most women don’t tend to like to be referred to as ‘mum’ by anyone other than their close family and children.

The purpose of parenthood has changed. For most Australians today, the decision to have a child is deliberate and purposeful. As such, parents today give far more thought to how they might bring up their children in a world where there is more conflicting information than ever before. Anxiety has become the cornerstone of contemporary parenting. Yet overwhelmingly, millennial parents have more intimate and equal relationships with their children than in the past. According to Forbes, parents today spend 2x more time with their kids than previous generations. What once was deemed an action entirely for procreation, parenthood is now a source of meaning and happiness in life.

How can content better relate to mums?

 

1.      Don’t talk to mums how you’d talk to your mum. Mums are complex, so steer well clear of generalizing them. It’s important to research not only their behaviours but their feelings, opinions, fears and aspirations. Content marketing shouldn’t reflect the key differences - instead it’s important to find the space of shared values and celebrate your brand’s niche connection with a smaller group of like-minded consumers.

 

2.      Mother’s Day is not the time to focus on marketing to mothers. Most mums are only interested in hearing from their kids and partners on Mother’s Day. Mummy friendly content creators know this. The benefit of content marketing and social media is that it allows for a deeper connection to form with mums who are connecting with a certain mindset at different times. Influencers can be a great way of identifying with certain mums. Australia blogger Constance Hall has a huge following of “disciples” that identify themselves more boho/freeform mums, engage with provocative posting style, buy her products and fiercely defend her when criticised. Understanding how your content should live within Constance’s space as opposed to say, Carrie Bickmore’s is extremely important.

 

3.      Brands that are trusted by mums (and dads) don’t tell their customers they understand them, they show them and include them. Brands like Tommy Tippee’s ‘The boob life’ campaign, found a place of shared purpose to create content with meaning that resonates beyond stereotypes. In a global campaign they were able to demonstrate that they understood, saw and appreciated that just like every child, every mum is different, she’s real and proud of it.Which brands do you think do the best job of marketing to mothers? What would you like to see more of? If you’d like help with finding the place of shared purpose between your brand and your customers to provoke action, please get in touch.

And a happy Mother’s Day to all the mums out there. And to our absent mums and babies who didn’t make it here, you are forever in our hearts.3rdspace is a content marketing company whose purpose is to help purpose driven brands connect with the values of purpose driven consumers. If you’d like to chat about developing a tone of voice guide for your brand to better connect with your consumers, our team of marketing & content strategists, behavioural psychologists and creatives are here to help. Contact rob@3rdspace.com.au

Looking for more inspiration? Check out more blogs here

Download our Free Content With Purpose Handbook

Now in its tenth year of business, 3rdspace - the Sydney-based content company - announces it is expanding its offer to the UK.

This expansion is driven by client demand and favourable growth in content marketing. Founder of 3rdspace, Rob Logan, said “It’s a strategic move that absolutely enables us to embody agile working, centered around our clients changing needs. Allowing global clients across Australia, Asia Pacific and Europe, to have 24/7 access to a broader range of strategic thinking, content production and amplification.” 

3rdspace UK will be headed up by Partners Rachael Sullivan, as Strategy Director, and Kat Martin as Client Director, with the extended 3rdspace offering being based in Yorkshire, England. 

Rachael Sullivan was a big part of the development of the 3rdspace offering in its early days, working with Founder, Rob Logan, to define the businesses purpose-based approach to creating content. Rachael has most recently worked in the UK as Strategy Director for Intermarketing Agency with other agency experience at Ogilvy & Mather, and brand side roles, including heading up Brand & Creative Strategy for Vodafone Australia. This role sees her return to 3rdspace as a UK Partner, heading up strategy globally. 

Kat and Rachael met when they worked together at Intermarketing Agency, where Kat was previously Client Director. She brings a wealth of 360 marketing experience from both brand-side, at Sony Music and Universal, and agency-side where she headed up global teams for adidas, The North Face and Anytime Fitness, and more recently, content offerings for UK brands Whole Earth and Clipper Teas. 

Rachael says - “The past year has been tough, but it’s also been an exciting time to work with 3rdspace’s clients. Attitudes towards consumerism are changing and we’re seeing a need for greater connection with brand purpose at a business to business level. It’s a personally rewarding approach and one that is proven to drive business results for our clients.” 

Kat adds - “The timing is right for Rachael and I to start this new venture in the UK. Our purpose-led proposition is a perfect fit for the current business climate and, most importantly, consumers changing demands through the pandemic. It’s clear the need for good quality creative content and communications is stronger than ever. While traditional big budget advertising has taken a tumble, content has gone from strength-to-strength. We aim to provide a powerful solution for brands looking to build engagement with their customers, without having to invest in large scale traditional advertising.” 

3rdspace founder Rob Logan says: “This decision to expand is timely given our recent win of three international CMA content awards, including Strategy, Best Use of LinkedIn and Best Use of Video. While Kat and Rachael’s talent and passion gives me a lot of confidence in being able to extend our offering to a range of international brands we are working with. Rachael has been a part of our family and a trusted partner through the growth of the business in Australia. When Rachael suggested Kat come on board it felt like a natural fit - they have a great working relationship from their previous roles. We are totally aligned on helping brands with purpose create content that relates to the values of their customers, and doing it in a way that drives real action and results.” 

 


The 3rdspace proposition is to put purpose at the heart of the conversation to drive action. Clients on the 3rdspace roster include NEC, Sygneta, EY, The NRMA, United Nation Development Programme’s Business Call to Action, Eden Brae Homes, MBL Seminars, Winning Group and Globus Travel

For more information contact: 

Rob Logan: rob@3rdspace.com.au +61 419 722 151 

Kat Martin Kat.m@3rdspace.com +44 (0) 770 3618 110 

Rachael Sullivan Rachael.s@3rdspace.com +44 (0) 753 5535 352

Susan Burchill, 3rdspace senior writer and Rachael Sullivan, consumer behavioural specialist uncover key insights for understanding and engaging with Generation Z. 

As the EY Megatrends Report 2020 notes, referring to Generation Z, “The next decade will be shaped by the maturation of the largest generational cohort in history.” This cohort of people aged 10 to 24 years old comprises 1.8 billion people, which makes up 24% of the global population.

The most diverse generation yet

As populations of the world’s leading economies become more elderly, developing-market societies have growing numbers of youths, leading to the fragmentation of population distribution across different nations. According to the Megatrends report, “India stands out with a population that includes 375 million people — 27% of which are Gen Z.” By contrast, Gen Z in Japan makes up just 14% of the population. 

The Gen Z mindset on social issues can differ across geographies as well, with those in developing markets more socially conservative, as an example. “Companies will have to identify the important distinctions among Gen Zers to serve this global cohort effectively,” the report says.

Gen Z globally are united by one common purpose

Diverse as they are between countries, one of the core commonalities that unites Gen Z across the globe is their commitment to tackling sustainability. Gen Z’s fear of climate change is well-founded, with the EY Megatrends Report pointing out that nearly 60% of the Gen Z population lives in countries with a high vulnerability to climate change but low readiness for responding to it. This serves to intensify climate’s impact on this generation. 

And in the top 20 Gen Z countries with coastlines, 121 million people currently live in areas that will be below high tide by 2050, while 252 million will be subject to coastal flooding by the same date.

This is likely the greatest contributor to Gen Z’s preference for buying products from manufacturers who protect the environment and have a sustainable supply chain. While Millennials made changes in their everyday lives to be more sustainable, Gen Z is taking global action. According to Parrys Raines, Senior Consultant, Climate Change and Sustainability Services, EY Australia, “Gen Z are the ones creating a movement to address the climate emergency by engaging with businesses and governments at the highest echelons.”

An insight into the mindset of Gen Z consumers

The Gen Z mindset is both a product of, and different to, every generation that has preceded it. As Parrys Raines says, “Young people in Generation Z are purpose driven, solutions focused, digitally connected, collaborative, and have a sense of urgency about issues that matter for the future.”

Appealing to Gen Z starts with ensuring a brand’s purpose is at the heart of the entire business and that leaders take ownership and responsibility for the impact this has on society and the planet. The next challenge is to pivot rather than disrupt to create cut-through. 

As the world’s population makeup changes, marketers need to re-invent their approach by leading from the middle. This requires brands to adopt an impact statement and develop purpose-driven brand campaigns that purpose-driven consumers can identify with, and act on, in alignment with their own beliefs. 

Unlike previous generations, Gen Z do not see consumption as a means to an end. They see it as a reflection of who they are and the impact they want to see. For brands to become trusted in the eyes of the next generation, they must connect with the values of Gen Z using content that promotes positive action.


 

3rdspace is a content marketing company whose purpose is to help purpose driven brands connect with the values of purpose driven consumers. If you’d like to chat about how your content marketing can better connect with your consumers by finding the place of shared purpose our team of marketing & content strategist, behavioural psychologists and creatives are here to help

 

3rd Space's Rachael Sullivan consumer behavioural specialist, explains why now is the time to revisit and reconsider your brand's purpose

Sir David Attenborough is one of the few public figures who has true inter-generational appeal, from baby boomers to Gen Z. While older fans have admired him since his earliest TV appearances, Attenborough’s unwavering commitment to preserving the natural world has also cemented him as an unlikely hero in the hearts and minds of young people. His latest documentary film, A Life On Our Planet, is described as his “Witness Statement” and a “Vision for the Future”. If you haven’t watched A Life On Our Planet, stop reading, grab your remote and watch it on Netflix now. Yes, it is distressing viewing. At times I felt ashamed to call myself a member of the human race. Yet it also conveys the right amount of hope. He reassures us that it is still possible to undo some of the damage we have inflicted on this planet - if we act now.

 

Marketing, advertising and owning my responsibility in the climate emergency. 

As the climate emergency becomes more pressing, I have started to feel less and less okay about some of the work I have done. In a marketing and advertising career spanning over 15 years I’ve worked on brand and marketing campaigns for airlines, news corporations, telcos and retailers on hundreds of briefs with objectives that went something along the lines of, “launch new product X or sell more product Y”. 

It’s not that I haven’t worked on incredible brands – I have. It’s not that I haven’t worked on really worthwhile foundation- or charity-based briefs – I’ve done that too. It’s more a feeling that, the older I get and now, as a parent myself, I realise that what I do for a living is part of a wider ecology.  

I’m opening up to, instead of shutting out, the realisation that the industry we operate in looks at briefs and projects in silo. Partly because creative people move around so much, also because the division of labour has meant the work we do is fragmented - removed from manufacturing and distribution processes. As bottom lines are squeezed, we are already consumed and consuming what’s next instead of assessing the true impact of the work we have done and the impact it has had beyond sales figures.

 

It’s time to re-visit your brand’s purpose 

As leaders across the world grapple with navigating uncertainty post COVID-19, CMOs and brand marketers are also handed a rare opportunity to reset. As companies look down the barrel of declining sales, the benefit-risk trade-off swings in the favour of purpose-driven marketing, providing a pause to think about what might be possible if we put planet before profit.

If your brand’s purpose statement was written more than a year ago, the chances are it needs a re-visit to ensure it resonates with today’s purpose-driven consumers.

Generation Z are demanding it

The latest EY Megatrends data tells us, “the next decade will be shaped by the maturation of the largest generational cohort in history — Generation Z. This cohort of people between 10- and 24-year olds comprises 1.8 billion people, making up 24% of the global population.” 

Gen Z (and the subsequent Generation Alpha) are the first generations to be born into a world where the impacts of climate change were happening around them. Many Gen Zs believe that business must play a key role in addressing the most pressing global issues, particularly climate change. Gen Zs want to buy products from manufacturers who protect the environment and have a sustainable supply chain.

 

As a collective of advertising, branding and marketing professionals we must take responsibility and show accountability.

The Gen Z mindset is both a product of, and different to every generation before. They are driven by sense of purpose, focused on solutions, digitally connected, collaborative, and are certainly not afraid of acting with a sense of urgency on issues impacting our future. 

Appealing to Gen Zs starts with ensuring a brand’s purpose is at the heart of the entire business and that leaders take ownership and responsibility for the impact this has on society and the planet. The next challenge is to cut through the deafening marketing noise to communicate with and connect with the values of Gen Zs, using content that promotes action. 

 

Brands must transform on purpose 

This change must come hand in hand with purpose – a brand’s witness statement to the world. Sir David Attenborough demonstrates that the rate of change to our biodiversity and planet over our lifetimes is unprecedented. Today it’s not enough for brands to adapt, they must reinvent frequently, to change our trajectory as a species and in doing so, ensure the course of a brand’s survival.

______________________________________________________________________________________________________

3rdspace is a content marketing company whose purpose is to help purpose driven brands connect with the values of purpose driven consumers. If you’d like to chat about how your content marketing can better connect with your consumers by finding the place of shared purpose our team of marketing & content strategist, behavioural psychologists and creatives are here to help

3rdspace is a content marketing company whose purpose is to help purpose driven brands connect with the values of purpose driven consumers. Our Brands with Purpose e-book will help you understand what makes a great content strategy, how to audit your current content strategy and how to set clear business goals to ensure your content lives and breathes your purpose. Our Brands with Purpose e-book is your first step to understanding the Why, How and What of your content strategy.


 

If you’d like to chat about how your content marketing can better connect with your consumers by finding the place of shared purpose our team of marketing & content strategist, behavioural psychologists and creatives are here to help.

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Simon Sinek inspired audiences across the world with 2017 with his sell-out Start With Why Leadership Forum. In 2020, he returned to Australia with a new book and seminar tour: Simon Sinek: LIVE. Lucky enough to be in the audience, 3rdspace’s Rachel Sullivan has broken down her Top Takeouts from Simon Sinek: Live  to help inspire you to think about your company’s purpose and how to create content that provokes action.

 

Communicating your company’s purpose is as important as advancing a just cause 

If it’s got you thinking about advancing your company’s just cause, we’d urge you not to forget the importance of communicating and demonstrating your organisations purpose – the reason you exist beyond making money. This must be done frequently and authentically to employees and your customers so they continue to engage and promote your brand for days, weeks and years to come. We loved Simon’s notion that you wouldn’t tell your spouse you love them on your wedding day and not say it again, yet many companies take the same approach when it comes to communicating their purpose. 

 

Is it time to re-visit your brands purpose?

Attending events like Simon Sinek’s - The Infinite Game are brilliant for taking us out of our current perspective. In explaining that leaders today need to be existentially flexible - willing to make 180° turn in order to advance the organisations just cause. We got thinking about what this means for CMO and brand markets to stay relevant to consumers in an increasingly complex world where consumers are demanding more transparency. 

As we navigate uncertainly in a post COVID-19 world, CMO’s and brand marketers are handed a rare opportunity to reset as the benefit-risk trade off swings in the favour of purpose driven marketing. The key take out is to pause to think about what might be possible if we truly put Simon Sinek’s concept of advancing a just cause before profit.

 

Connecting with a new generation of purpose driven consumers 

Appealing to Gen Z’s starts with ensuring a brands purpose is at the heart of the entire business and that leaders take ownership and responsibility for the impact this has on society and the planet. This group are active in pressuring business to do and be better pushing companies to talk in terms of triple bottom lines. 

 

How brands with purpose can create content that promotes action

Today it’s not enough for brands to adapt, they must re-invent frequently, to adopt an infinite mindset to ensure our survival as a humanity, thus creating an environment in which brands can thrive. It’s not about telling customers what your purpose is. It’s about finding the stories within your business that demonstrates it.

By building a content strategy underpinned by communication pillars that demonstrate and reinforce this purpose every day. We call this your content mission.  A content mission then informs the creation of engaging content designed to provoke action - from your employees, customers and potential customers. 

If your origination has a just cause or purpose statement but doesn’t have a content mission that align to it, chances are you are missing an huge opportunity to better connect with the values of your customers.  

 


 

3rdspace is a content marketing company whose purpose is to help purpose driven brands connect with the values of purpose driven consumers. If you’d like to chat about how your content marketing can better connect with your consumers by finding the place of shared purpose our team of marketing & content strategist, behavioural psychologists and creatives are here to help

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