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Something for the weekend

Here is a list of all the news and hot topics the Starcount team has been talking about this week. We hope you enjoy…

Reebok denies report that Beyoncé criticized it for lacking diversity

Several brands have come under fire in recent years for products and campaigns that are culturally tone-deaf. Experts say that many of the problems stem from a lack of diverse representation in terms of culture, ethnicity, age and geography, at the marketing and design table. A recent example is this week’s news that Beyonce allegedly declined to work with Reebok, mainly because the project team did not reflect her background.

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Earth Day: brands and organizations making a difference

22nd of April is a day reserved for the attention of Mother Earth. It is increasingly common for brands to align with positive and sustainable movements as a catalyst to promote their efforts. Consumers care about how brands address environmental and social issues, so brands that get it right can reap the benefits. Here is a list of Earth Day campaigns that have done just that.

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We can see more and more activism among consumers who are really concerned about what they put into a landfill and how the brands they follow behave. Attachment to physical goods is also changing with consumers giving less sentimental value to products, especially in the retail industry.

In one of our recent blogs we took a look into Ethical Fashion and how today’s consumers will choose to adjust spending behaviour according to their social and cultural beliefs. This is an opportunity for the resale market which has grown exponentially in recent years as consumers look to consistently reinvigorate their wardrobes but without the carbon footprint.

The news rules of segmentation: Demographics in decline and rethinking tired stereotypes

Marketers are moving away from demographic segmentation in favour of behaviour, life stage and attitude, but many are still failing to effectively reach the over-50s market. Too many brands seem to treat anyone past the half-century mark in exactly the same way, no matter if they are an active 50-year-old who runs their own business, or an 85-year-old who is retired. This podcast explores the new levels of detail now available to marketers in their quest to better understand age groups.

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The Slow Death Of Creativity In The Context Of Unseasoned Talent And Data Algorithms

Millennials are the most attractive target for marketers with companies spending five times as much trying to reach them. The clients of advertising companies are being made to believe that the people who write the ads directed to Millennials must be Millennials as well. However, the downside of this approach is that the industry is too quick to devalue experience.

The issue is not in and of itself Ageism, but is, instead, an outgrowing of today’s agency economics.

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