Average Americans don’t even trust their own neighbor. Globally, two-thirds of consumers believe humans are less trustworthy than ever before.

If we don’t trust our neighbors, then we certainly don’t trust brands. A Havas-conducted survey found that only 22% of brands are trusted by consumers. Social media isn’t immune, either. Brands are boycotting Facebook, TikTok has privacy issues and Twitter is dealing with hacks.

Despite these realities, the pandemic is shifting culture to reveal an ownable white space for brands to nurture consumer trust. The time is now to deepen your bond with new and existing consumers.

Embrace a values-based economy

Today’s consumers are more defined by likes than location. Instead of segmenting broad demographics, take a values-based segmentation approach.

Many consumers think values and ethics are pivotal for building brand trust, yet brands still avoid communicating their values. Embracing values doesn’t mean embracing issue-charged activism; it’s authentically showcasing core values in both actions and advertising.

For example, when Covid-19 made customer service and government assistance challenging, Zappos created a value-based campaign called “Customer Service for Anything.” Ads enforced Zappos’ value of helpfulness by saying: “Stuck in the middle of a project? We’re here to lend an ear and help you make your next step forward.”

Thriving in a values-based economy doesn’t mean being divisive. It means working with like-minded individuals toward shared goals, which can range from cleanliness to fighting for equality.

Find and commit to your community of trust 

Society is an interlocking maze of communities of trust. In tumultuous times, we are dependent on them because they share our beliefs and reflect our identities.

Brands can find their own communities of trust without restricting themselves to just one. To authentically belong to multiple social circles, you have to commit.

Commitment through actions, finances or resources will transform communities of trust into brand advocates. But you can’t fake it. Social media engagement has increased by 61%, and users are more adept at detecting nonsense. Prove to your fan base that you deserve to be part of their inner circle; they’ll become a brand advocacy group that spreads your praise like wildfire.

Take me to your leader

Authentically engage your fan base by committing to influencers that mirror your values. Influencers are the leaders of value-based communities, making them the perfect proxy to engage multiple users.

Influencers are seasoned early adopters with built-in trust. Influencer partnerships encourage communities to engage with your brand, simultaneously earning media and trust. In fact, 71% of consumers are more likely to make purchases based on social media referrals than traditional advertising, providing solid bedrock for the path to purchase.

Know your users’ trust language

For establishing trust, experts agree that video is best. It taps into all the little tricks humans employ to express and decode trustworthiness. Audio, imagery and text follow closely behind.

Although mediums remain static, trust languages vary. For example, 61% of Americans believe that how a company treats its employees is important, but this metric is even more important for the 14 million Americans who recently lost their jobs. Younger consumers may prioritize an activist trust language, recently demonstrated by Ben & Jerry’s viral social post on “dismantling white supremacy,” which garnered roughly 21 times more likes than its average posts.

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It’s not just for brands. Xinhua, the Chinese government’s media outlet, introduced a virtual news anchor last year, saying it “can work 24 hours a day.” The World Health Organization’s Knox Frost, a virtual health and wellness influencer, garnered a big PR splash. WHO’s choice was strategic; younger generations show slow adoption for Covid-19 distancing recommendations and virtual influencers’ audiences skew younger. 

There are three paths to working with digital influencers: budget for a sponsorship, signing the influencer and creating the influencer. The legal implications may inform and drive a brand’s decisions about partnership approaches.

Advertising truthfulness and endorsements

Standards of advertising truthfulness always apply. The U.S. Federal Trade Commission’s Endorsement Guides and last year’s Disclosures 101 for Social Media Influencers apply to promotional messaging featuring digital beings–to the extent they can. To start, consider what disclosures are needed under the existing FTC guidance, for example, regarding the “material connection” it has with a virtual influencer. The FTC does not require specific wording but has recommended language such as “paid ad” and hashtags #ad and #sponsored. Also, all influencers should avoid making claims advertisers cannot substantiate, and contracts with engaged influencers should hold them to it. 

How can a brand ensure a virtual influencer’s message honestly reflects their experience? The FTC states that the “most important” principle of an endorsement is that it must “represent the accurate experience and opinion of the endorser.” Consider KFC’s Colonel Harland Sander, reimagined as a virtual being who raves to followers about Dr Pepper’s “ice-cold, refreshing” taste, Old Spice making him “look good and feel good,” how “there’s no better way to sleep” than on a Casper mattress and TurboTax securing him a federal tax refund.  These claims seem ripe for regulatory attention. Control over messaging and disclosure is key.

Contractual issues

Consider issues around the ownership of the influencer—which is a creation—and the works featuring the influencer together with the brand or products. Copyright and other intellectual property issues have a new slant in the virtual world. If you sponsor or sign the influencer, rather than create it, the ownership or license issues for the influencer and promotional content should be addressed in the underlying contract.

Consider issues around the ownership of the influencer—which is a creation—and the works featuring the influencer together with the brand or products.

If your brand wants total control over the messaging, IP rights, etc., creating an influencer is the way to go. Fashion house Balmain created its own “virtual army” to model its clothing. Balmain created new intellectual property which now requires an enforcement strategy for protecting those IP rights. How they relate to artificial intelligence is evolving territory. But through creation, you have automatic exclusivity – something that would need to be carved out or negotiated if you sponsor or sign.

Another plus: Ownership negates the hazard of brand-damaging behavior. CGI influencers owned by others are controlled by humans who may act contrary to a brand’s ideals. The kiss between Bella Hadid and Miquela Sousa as part of a Calvin Klein commercial struck many viewers as unrealistic and offensive resulting in negative PR. Brands need to include morals clauses in contracts, covering the virtual identity and the creator (even if not publicly identified). These clauses help provide protection and recourse related to PR issues of reputation, tarnish, blurring, appropriation and authenticity.

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Millennials are more committed to online shopping than Gen Z

As it might be expected, Braze’s research shows baby boomers are most eager to return to “real” stores—only 18% plan to increase their online shopping post-pandemic—followed by Gen X (35%) and Gen Z (33%).

Almost half of millennials (44%) say they plan to do more online shopping in the future, even after restrictions and health concerns are over. After having a taste of how easy grocery delivery can be on mobile, for example, why would they go back to fighting for a spot in the supermarket parking lot?

Gen Z, primarily still at home, may feel less driven by time constraints and safety worries. This group is also more likely to miss the social aspect of in-store shopping with friends.

Younger shoppers are bullish on the holidays

Consumer confidence varies with age, too, and there is a stark divide when it comes to thinking about holiday spending this year. One in 10 people over 40 years old (13%) intend to increase year-end holiday spending in 2020. A good 33% of those under 40 years old, however, expect to spend more this holiday season compared with last year. Smart strategists will use modern marketing automation to test differentiated holiday messages and continuously optimize into those that perform best for each audience segment. Avoid defaulting to steep discounts, as seasonal online shopping is more than just looking for the lowest price.

Newly acquired consumers are more likely to move on than those who signed up pre-pandemic.

Unlike big-box stores and platforms, local retailers are likely to garner the lion’s share of millennials’ extra holiday spend. The pandemic has hit small retailers hard, and shopping small is a concrete way to help neighborhood stores survive the Covid-19 crisis. More than half of millennials in the US (51%) said they would be making almost all or most holiday purchases at small local businesses. That means stakes are higher for the major players, who will need to retool customer engagement strategies to give customers relevant reasons to shop with them.

To keep loyalty, reinforce  

Users acquired through mobile channels are more valuable than those who come in through other avenues during the pandemic. Remarkably, mobile-acquired customers are 10 times more likely to convert with a purchase, and 12 times more likely to make a second purchase. That said, don’t assume that once you’ve got them, those mobile shoppers are yours to keep. Newly-acquired consumers are more likely to move on than those who signed up pre-pandemic.

The data shows that 87% of U.S. consumers are planning to continue to shop online as much or more, even after brick-and-mortar retailers fully reopen. To improve retention, make sure marketing communications are useful, timely and personalized to be relevant to each new shopper. Well-crafted lifecycle marketing programs that onboard new customers with care will reinforce new habits early and strengthen acquired shoppers’ bonds with your brand.

Applying pandemic learning for holiday success

Consumers have demonstrated a willingness to try new things during these unusual times. The flip side, however, is that brand equity built up through pre-pandemic marketing may not pay off, as brand awareness does not equate to conversion during the pandemic. Only 13% of U.S. consumers cited “familiarity with the brand” as a top reason for making a purchase.

This holiday season each interaction with a customer presents an opportunity to strengthen the bond with the brand more than ever. Start work now to create seamless cross-channel messaging that demonstrates a contextual understanding of each customer in the moment. A relevant holiday experience is more likely to give the customer a reason to stay loyal into the new year.

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It’s not widely adopted—yet

Several articles have been published as of late that cites research or references that Latinx isn’t a widely accepted way to refer to people. This misses the point a bit, as Latinx is less of a consumer-facing term than a term that specifically refers to a gender-neutral way to segment a group for marketing or research purposes.

It’s not political

The term Latinx is not a way to politicize or push the agenda of gender or LGBTQ+ rights. With the understanding that people and how we define ourselves in terms of gender have already changed, we can see that the concept of Latinx simply acknowledges that.

It is a conversation starter

Terms like Latinx are often great tools for starting conversations that although they may feel uncomfortable at first are definitely worth having. By referring to this term in marketing presentations, agency materials, my writing or speaking engagements, I have been able to discuss with many different types of people what the implications are of speaking a romance language that always defers to the male perspective when in plural. It has also allowed for frank conversations about the importance of belonging in today’s world. The term Latinx is a way to allow more people to feel like they are part of the conversation.

It’s not a millennial or Gen Z specific term

I’ve heard and also been asked quite a bit whether the term is only for millennials, Gen Zers or young people. The reality is that although the younger generations are certainly at the forefront in terms of demanding equality and are therefore the ones who are pushing for the use of gender-neutral terminology, this word is not just about them or their peers. In the same way that it is non-gender specific, it’s also not age-specific. It refers to anyone of Latin American descent, in the singular form or plural.

It is a powerful way for a brand to demonstrate they stand with today’s most active generations

Consumers who demand diverse considerations and equality will absolutely pay attention to how brands communicate—with them, their peers and their loved ones. Again, this doesn’t mean that your brand should be using Latinx in consumer-facing materials, and we certainly don’t recommend that to our clients. We recommend that they look at their copy, casting decisions and other factors to ensure they’re actively showcasing powerful cues related to diversity and inclusion. This includes not using heteronormative or male-focused language exclusively in their communications

It isn’t free of controversy and confusion

These types of terms and the belief systems behind them seem to strike a nerve and drive strong opinions from multiple sides. In the case of Latinx, you have the purists, among them linguists, who simply don’t believe language has gender and who also typically feel that using a term like Latinx goes against the rules of language. There are those who feel that progressive agendas have gone too far in their beliefs that everything must be inclusive and who therefore think that the term Latinx is both unnecessary and annoying. On the other side, some believe strongly in the need for this type of more inclusive language and who feel that the belief system it imparts is more important than a need to comply with historical language norms. And of course, there are those who just don’t get how to pronounce it.

It is not likely to go away

Let’s be honest—the term itself might drop out of favor. Latinx may be replaced by Latines or something completely different in the near future. But the need for inclusive language and also a real, profound change in the way society speaks to and about us will remain because the majority of us who devote our lives to creating content and buying into the system of products and brands want this more inclusive version of the world to gain steam. So even if the term Latinx makes you cringe, it’s a good idea to think about how you or your brand can learn from all that’s behind the term.

It’s not the only way to refer to people in a nonbinary, gender-neutral way

Although Latinx has caught on the most in the United States, the reality is that in Latin America and elsewhere, people are using Latin@s or Latines as options for gender neutrality. So yes, there’s more than one way to approach this.

Ads keep missing the goalposts on the climate emergency, diversity, ocean plastic—pick a theme. Behind every misstep is bad advice, lack of understanding or someone who didn’t listen.

The majority of a company’s value is inevitably tied to the brand. Missteps can cost billions in the short term, like #DieselGate for VW, and other times can prove near fatal, as was the case for American Apparel, which is now on life support.

Most agencies and marketing departments are ill-equipped at understanding and responding to the challenges of our time. And sorry to say, there is no quick branding fix to systemic racism, rampant carbon pollution or an excessive buy-and-throw-away culture. But it’s undeniably time to live up to our shared responsibility, whatever side of the table you’re sitting on. Climate change, population growth, resource scarcity, biodiversity loss and increasingly acidic oceans are only some of the issues that will challenge all brands’ profitability and long-term growth.

The brand is on the firing line every day, but what about its advisers? Remember when it was customary to write the agency name in the upper-right-hand corner on print ads? (Oh yes, I began in adland two decades ago. Apologies to younger readers.)

That act has significance. Like an artist signing a work or signing for a house mortgage, it comes with a responsibility. It’s your neck; it’s your legacy. It shows you, as an adviser, took your work seriously. Just because most advertising work is so short-lived is no excuse. When the ad carries your name, it provides transparency and a production liability. And maybe having that name out there for public scrutiny could force agencies to take more responsibility and potentially accelerate much-needed change.

For an industry that hypes itself as brand builders and positioning experts, isn’t it ironic that all agencies swim in the same generic soup, shouting, “Look at our awards! Look at our work!”? We have a significant role to play in positively shaping businesses and brands going forward, but only if we strive for more than simply being an award-winning sausage factory. A client comes with a brief, and out comes a sausage as desired—or maybe the art director added a splash of this season’s hyped Pantone red color.

No wonder clients don’t want to pay as much anymore for our circus clown balloon-blowing abilities. They’re struggling with bigger problems than a 30-second award-winning ad. A rising tide raises all boats. Let’s strive higher as an industry, which will ultimately protect trillions in brand value. Ad agencies shouldn’t become consultancies; our key strength is still finding creative solutions to business and brand challenges. And clients still need an infusion of fresh perspective.

The first step toward creating change is to realize what capabilities we have and those we need. Just like our industry was struggling with digital transformation, sustainability still isn’t taken seriously, even though it’s challenging brands daily. Education is needed for us to do it properly.

Being in the “goodvertising” space for more than a decade, I’ve witnessed ups and downs, and it seems like we just don’t learn. If we keep building brands that claim to be world saviors, maybe it’s not surprising when they’re criticized or silenced. What if instead of crafting brands like preachers, we made brands like coaches that help people live better lives? People are no longer buying marketing messages or a brand’s good-willed approach; they’re looking for a personal change. Anyone can sell them things like stories or identity, but very few brands can help people achieve their goals. It’s moving the relationship from transactional to transformational, helping people be more, do more, see more and experience more.

We need to work better together as agencies and clients to harness each other’s knowledge and keep the momentum behind the change. The advertising industry is moving faster than ever, and marketing directors these days seem to play a game of never-ending musical chairs. How does that square with lofty ideals like phasing out single-use plastics or fighting ingrained biases and stereotypes?

Here’s an idea. Think of every ad you make as a chance to hold your head up high and show your kids or the generations to come that you were part of the change.