🤔 Last Week in Humane Marketing - Bianca's Take #4
Universal Music partners with an AI company to build an 'ethical' music generator — auto-tune, meet auto-compose.
Welcome back! This week we're exploring how brands are juggling societal issues—trying to make a splash without causing a ripple—and whether throwing more ad dollars at big tech behemoths actually makes money or just adds to the noise. Plus, a boatload of humane tech news. Let’s dive in…
The News - Consumers are increasingly eco-conscious, but there's growing skepticism due to rampant greenwashing. The clash between consumer and corporate green values is intensifying. Reports indicate a rise in greenwashing cases, undermining trust. Yet, there's significant untapped demand for genuine sustainable solutions (there's a free 1-hour webinar curated by MIT in there for you.)
Bianca's Take - It's always telling when brands think that slapping a green leaf on their packaging will distract us from the smog billowing from their factories. By engaging in greenwashing, companies miss the chance to build meaningful connections with their audience, to truly stand out, and to be remembered for authentic efforts. Without this genuine connection, customers remain casual buyers at best, and casual buyers aren't enough to sustain a business in the long run.
Greenwashing undermines the very foundation needed to create loyal advocates, the kind of customers who not only keep coming back but also spread the word on your behalf. Without them, brands are left trying to squeeze revenue from a shrinking pool of indifferent consumers, which isn't sustainable. Unless, of course, you have endless funds for awareness campaigns. But even then, without real engagement and trust, it's a costly endeavor with diminishing returns.
The News - There's a growing debate on whether businesses should engage with societal issues. Thought leaders like Seth Godin advocate for ethical marketing that delivers real value rather than "chasing fleeting attention." Recognitions like the Changemakers’ Awards highlight companies making positive societal impacts, emphasizing the importance of human rights compliance.
Bianca's Take - Figuring out where to stand on societal issues is like juggling flaming torches while riding a unicycle on a tightrope - one misstep and you risk alienating customers or appearing disingenuous. This is especially true if your brand isn't inherently values-based.
But then you look at studies like the Meaningful Brands Report, and the message is clear: consumers are not just hoping for change; they're expecting it. 73% want brands to show more humanity and generosity during tough times and 71% want companies to do more for the good of society and the future of our planet. Many brands do seem to have gotten the message and do things like: increase awareness around forced labor in cocoa supply chains (like Tony's Chocolonely,) or donate a percentage of their sales to environmental groups (like Patagonia.)
The world has changed, and the days of brands sitting on the sidelines are fading fast. Consumers are more informed, more connected, and frankly, more demanding. Gen Z is coming, haven't you heard? They don't just want to buy a product; they want to buy into a story, a mission, a set of values that resonates with their own.
So, what's a brand to do if it's not built on a foundation of activism? Start small but start somewhere. Authenticity is key. You don't have to overhaul your entire business model overnight or adopt causes that don't align with your brand identity. Instead, focus on areas where you can make a genuine impact.
Just look at Catan (a board game about trading sheep and building roads) now introducing the cost of using fossil fuel in their board game. It's both unexpected and brilliant. By integrating environmental concerns into their gameplay, they're raising awareness without coming off as preachy. It's a playful nudge that gets people thinking, what's not to love?
Yes, it's a tightrope walk, but in a marketplace crowded with options, standing for something meaningful is the smartest thing to do.
The News - Despite economic uncertainties, tech giants like Meta, Amazon, Google, and Microsoft are experiencing significant growth in ad revenues. This surge indicates that businesses are ramping up ad spending, possibly to capture a distracted audience or regain lost ground in consumer engagement.
Bianca's Take - Amidst global economic uncertainties, social unrest, environmental crises, and a pandemic hangover, these tech behemoths are celebrating impressive financial performances. How come?
Through a hefty investment in AI and technology. AI integration allows for more targeted advertising, which is music to advertisers' ears.
More competition > more content > more time spent online > more fractured attention > more bids at capturing that attention > more money spent.
Does increasing ad spend actually translate into meaningful connections with consumers? Does it lead to sales? Or are we just adding to the digital noise that many are trying to tune out? Left to be seen…
It's worth noting that these companies have tightened their grip on the digital ad market, collectively accounting for over 51% of the U.S. digital advertising market in 2023, a dramatic leap from 23% the previous year. The concentration of ad revenue among a few giants could stifle competition and innovation, leaving advertisers with fewer choices and potentially higher costs in the long run.
Humane Tech News Dump:
OpenAI's ChatGPT introduces a new search feature — looks like ChatGPT just leveled up from chatbot to know-it-all.
Microsoft accuses Google of 'shadow campaigns', alleging secret funding of biased studies to discredit Microsoft — it's giving evil corp war games vibes.
Open-source AI must disclose data used for training, says OSI, pushing for transparency in AI development — even robots need to come clean about their homework sources.
Medium faces a surge in AI-generated content, with estimates suggesting over 47% of posts are AI-written — half the articles sound robotic, it's not just you.
Universal Music partners with an AI company to build an 'ethical' music generator — auto-tune, meet auto-compose.
Linus Torvalds slams AI as '90% marketing and 10% reality', cutting through the hype surrounding artificial intelligence — trust the guy who created Linux to deflate the AI bubble.
25% of Google's new code is AI-generated, indicating a shift in software development practices — programmers beware, the machines are coming for your keyboards.
Russia fines Google $20.5 decillion for blocking YouTube channels, a fine so astronomical it's practically science fiction — when your penalty has more zeros than the national debt, you know it's symbolic.
LinkedIn launches its first AI agent to take on the role of job recruiter — because nothing says 'personal touch' like an algorithm reviewing your résumé.
Apple urged TikTok to increase its age recommendations, as redacted documents reveal — when evil meets ignorance.
Redditors are gaming Google's AI to keep tourists out of good restaurants, manipulating algorithms to protect local gems — the digital edition of 'get off my lawn.'
Mark Zuckerberg pledges to fill Facebook with even more AI content, believing AI consumption is the future — the beginning of "Feeling Special As A Service." Get ready for your feed to feel even less human… if that's possible.
Brazil sues Meta and TikTok for over $500 million for not protecting minors, highlighting global concerns about online safety — no real change is going to come out of this, but at least someone's making money.
Facebook took more than $1 million for ads sowing election lies, raising questions about its commitment to combating misinformation — who needs truth when falsehoods are so profitable?
You know my take, what’s yours?
Should brands leave society to sociologists or get involved?
Do you think we should give them more credit for greenwashing?
I'd love to hear your thoughts!
If you enjoyed this deep dive in humane marketing, subscribe to be notified of the next one. And if you know anyone who’ll find this article useful, make sure to share it with them, the algorithm really likes it when you do that.
Saw Catan in the thumbnail and knew it had to be something cool. Amazing to see a brand like them make changes that are modern and meaningful — especially considering some of the criticisms they faced in the past.
Tiktak is the worst. They are sending pamphlets to all households (here in Melbourne) with a detailed checklist and siningly well-meaning ways for parents to be involved in their kids' media consumption via dialogue and rule-settings, with the invite to "hang it onto your fridge". while good practice in theory, it's sad it's coming from tiktak.