The year 2022 has arrived and it\u2019s already putting the year and the movie \u20182012\u2019 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 \u2013 advertising!<\/p>\n\n\n\n
\u2018Staying relevant\u2019 is what it is!<\/strong><\/p>\n\n\n\n 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.<\/p>\n\n\n\n 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\u2019s all stats! Speaking of what drives the advertising in 2022, is pure purpose!<\/p>\n\n\n\n Purpose-driven Advertising!<\/strong><\/p>\n\n\n\n Advertising, to date, has been driven by a lot of propellants \u2013 sales, marketing, performance, solution and 2022 is the \u2018Year of Purpose\u2019. In the words of Agent Smith, \u201cWe’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.<\/em>\u201d Even Neo found purpose in The Matrix. We\u2019re mere human beings (rather<\/em> advertising professionals who use pop culture references to make a point<\/em>).<\/p>\n\n\n\n What\u2019s 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\u2019t quite pay the bills. Take most of the Ayushmann Khurrana movies \u2013 they all have some or the other easter egg coloured with a social cause: erectile dysfunction, sperm donation, transgender love story, depression, gay marriage\u2026 none of these stories even passed the scripting test.<\/p>\n\n\n\n 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!<\/p>\n\n\n\n