Change is inevitable. Change is everywhere.
As our world becomes defined by constant change, we're left with two options. We can either embrace change or ignore it.
This decision impacts not only our personal lives but also how we view the world of marketing that surrounds us. Now more than ever, your customers look beyond your products and services. They spend time surveying your messages and your consciousness to social awareness.
A company's decision to embrace or ignore social changes speaks volumes to its customers. An organization's ability to be aware and flexible when faced with forces existing outside of its walls can make or break its success rates. Evolution matters because it shows your audience you care.
Allowing your mission and marketing strategy to be transformed shows your audience that you listen to and care about their desires. By shifting the lens of your company's narrative from one that people can connect with to one that individuals do connect with, will unearth more brand loyalty. In turn, you will have happier customers, which means happier profits.
In a world of change, it is only natural that successful marketing transition overtime alongside its changing consumers. Many businesses across industries are recognizing and adapting to the dynamic course.
Take Apple, for example. It has expanded its product line to include watches that give us more than time. Then we have McDonald's, which continues to provide healthier options to include those protesting for better food choices. Why? Because companies everywhere are listening and are rebranding to fulfill new needs. Businesses like these embrace the shifts and transition alongside their customers only to find success in their endeavors, while more stagnant organizations are suffering.
Companies are redefining how they execute their mission to live up to the new attitudes, standards, and expectations that their audience is adapting.
A prominent example of this dynamic is seen in the beauty industry. Initially focused on two different product types, in light of social changes, Dove and Victoria's Secret have found their paths overlapping. Both renowned companies have approached societal movements quite differently. Dove has broadened its product line and marketing messages to move with the fresh waves of consumer demand. Victoria's Secret, however, has remained consistent with its traditional brand positioning.
Over time Dove has shifted its focus from solely selling toiletries to also using its marketing to contribute to the cultural conversation surrounding body positivity. In its "The Perfect Real Body Campaign," Dove presents women of all different sizes. These women defy the stereotypical norms of 'beauty' that ads have traditionally shown. It has also launched the Dove Self-Esteem Project that concentrates on providing education and resources to boost individuals' self-esteem.
More people are speaking out about issues relating to body positivity, self-esteem, and self-love. Dove's participation in the conversation shows its consumers that these topics are also vital to the organization. As people are calling for a change in how we, as a society, define 'beauty,' Dove adjusted its messaging and marketing to connect with the call. Dove's evolving marketing strategy has allowed the company to cast a wider audience net and influence the discourse surrounding its brand.
Victoria's Secret, a beloved lingerie brand, has found themselves being held to new expectations as well. In this era of challenging the traditional perception of beauty, Victoria's Secret finds itself at a marketing crossroads. Known for its annual fashion show and ads featuring tall, perfect, and thin women, today, Vicky's only secret appears to be its audience.
There's a generation rising who no longer accepts a cookie cutter version of beauty. This march to the new sexy leaves us to wonder if Victoria's Secret will continue down its traditional path or will it adjust its marketing to align.
Ultimately, no matter their decision, it is clear that change waits for no one. From receiving backlash over its"Perfect Body" campaign, to decline in sales, it seems that not even Victoria's Secret is protected from social evolution.
This trend of companies either succeeding or suffering, based on how they handle new social norms is not isolated to the beauty industry. Brands that stay current and market according to audience requirements are the ones in it for the long haul.
Change can be scary, but it can also lead to new opportunities for consumers and businesses alike. So instead of hiding from it, welcome it. You never know what doors just might open.