The year 2022 has arrived and it’s already putting the year and the movie ‘2012’ to shame. A decade after the predicted apocalypse, the world is still here with more advancements in every department, and more purpose in every industry. This article would be elaborating on the purpose of one thing that we are all about – advertising!
‘Staying relevant’ is what it is!
2021 was the year that ushered in a new decade. While we hoped that the aftermath of 2020 ended in 2020, it carried forward the balance pandemic to the next year and the second wave hit us once again in the second quarter of 2021. We did put up a fight and got vaccinated and here we are.
For the advertising industry, the outlook for the year 2022 seems quite positive. The expected increase in the advertising revenue is estimated to be at +15%, though the festive season in 2021 witnessed a certain level of an uptick, omicron may have a hazy effect in 2022. That’s all stats! Speaking of what drives the advertising in 2022, is pure purpose!
Purpose-driven Advertising!
Advertising, to date, has been driven by a lot of propellants – sales, marketing, performance, solution and 2022 is the ‘Year of Purpose’. In the words of Agent Smith, “We’re not here because we’re free. We’re here because we’re not free. There is no escaping reason; no denying purpose. Because as we both know, without purpose, we would not exist.” Even Neo found purpose in The Matrix. We’re mere human beings (rather advertising professionals who use pop culture references to make a point).
What’s the point of all that we do? Why do we do what we do? Why did advertising move from hard-selling a product or a service to storytelling? The world had plenty of problem solvers, but what it truly needed was someone who would help them find a purpose. 2022 is the year where many brands have begun to adapt to purpose-driven advertising strategies. Forget brands! Movies have begun purpose-driven storytelling because entertainment alone doesn’t quite pay the bills. Take most of the Ayushmann Khurrana movies – they all have some or the other easter egg coloured with a social cause: erectile dysfunction, sperm donation, transgender love story, depression, gay marriage… none of these stories even passed the scripting test.
Earlier when such type of communication made the cut, it was perceived to be a public service ad that was intended to bolster the financial performance of the brand, but today, the world is speaking the language of purpose-driven advertising!
Gen Z at the epicenter!
A recent study found out that 72% of Gen Z is more likely to work in a company that contributes to social causes. This tech-savvy generation knows that the digital world is the catalyst that can make a significant impact and help them ignite change by using their voice on the right platform. The arsenal of digital applications available at their disposal is phenomenal. When advertising hits the right chord with this generation, the nation will truly tread on the right path. Making such individuals a part of a globally responsible organization that’s driven by purpose will make advertising even better.
With purpose-driven advertising, people will not simply buy anything thoughtfully. They would want to be a part of something bigger than themselves.
At 3 Dots Design, we are glad to have a team that’s fueled with purpose in every job they do. Being one of the best digital marketing agencies in Pune, we have a team of well-experienced digital marketers, creative artists and copywriters who drive our clients’ business with a purpose that curates a fulfilling experience because performance is obviously a given. If you feel that your brand needs to be driven by purpose in the driving seat with sales, performance, solutions and the rest of the things in the backseat, we are open for discussion. You can reach out to us at [email protected] or visit our website www.3dotsdesign.in to know more about what we do.