AdNews is following the WFH Diaries with a series of Perspectives, asking two questions: What did you learn in 2021 and what are you looking forward to in 2022? We've also encouraged the industry to glam, dress for the best, and face next year with optimism.
Danni Wright, Chief Strategy Officer, Carat Australia
This year has been an inflection point for both the brands we represent, as well as for us as a business when it comes to Sustainability. Sustainability is a big topic, with many facets sitting under it from diversity, equity, and inclusion through to environmental conservation and regeneration. Consciousness in this space has been steadily rising for some time now, with the ripple effects from the “Me too” and BLM movements acting as lighter fluid on Aussies shores in previous years, and the ongoing pandemic fanning the flames into this year.
The restrictions brought by the pandemic saw people elevate their alertness to the impact that their consumer choices can have on their local community, but also on the wider ethical stance of the brands that they are buying into as consumers. No longer is brand boycotting a pastime for ‘woke warriors’, but is instead a filter that’s reached mass consciousness.
Lockdowns also acted as a circuit break that brought with them reflection, reset and reprioritisation when it comes to individual and collective lifestyle choices and ethics. This has impacted peoples filters for decision making as consumers, as much as it has as employees.
Every marketer that I work with understands this. They are acutely aware that performative campaigns will no longer cut it with people today. It’s the hard acts that cut through to the core of the business, not the ads, that matter.
The uniting challenge has been in working with our clients to orchestrate meaningful and substantial change from the core the heart of the business out.
Beyond this, it has also seen us examine own stance as a business and role as a media agency.
What did you learn?
The first learning here is that we can drive change from the inside of our organisations out. I’m really proud of the strides that we have made at dentsu as driven by our employee DEI council; equitable parental leave policy and the development of our Reconciliation Action Plan to reference just two achievements this year.
The second is that we can use our position for good. As media agencies we are responsible for funnelling millions, if not billions, of ad dollars from brands into the publisher ecosystem. How are we ensuring that this investment reflects the brands ethical position? How could this investment better cater to, and support, the diversity that’s inherent within Australia?
What are you looking forward to in 2022?
For me these questions present the biggest opportunity for us as an industry in 2022.
I’m sure most of us have said, or heard, at some point the dismissal that ‘we aren’t saving lives’. And we aren’t, we are selling things.
But what if that wasn’t all we were doing?
What if we were also helping businesses and our industry evolve? Using our position and the position that brands are in to create more sustainable outcomes.
It’s certainly an area I’m excited by as I look to the year ahead.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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