SPRING 2022 / REAL-LEADERS.COM 39 MEET THE REAL LEADERS MASTERING THE NEW MARKETING MINDSET FOR TOMORROW’S CONSUMERS RAJA RAJAMANNAR So, what should we know about the consumers of tomorrow, and what messages will resonate with them? One of the biggest cultural transformations happening around the world is that consumers aren’t expecting brands to sell them stuff anymore. Instead, customers now expect brands to create societal good. They want companies to be honest, transparent, operate with integrity, and not take them for a ride. In addition, a new generation of young people from around the globe are more socially conscious and demanding change like never before. These people are willing to pay a premium to companies that behave responsibly, andmarketers can no longer focus solely on product message andmarket share. Like a double-edged sword, technology can disrupt people’s lives for better or worse. The next big part of the industrial revolution is artificial intelligence. If applied to the medical sciences, it’s a brilliant tool; on the other hand, it can be terrible if intrinsic biases from the past creep into AI and unleash a Frankenstein scenario into the marketplace. We’re faced with a long list of new technologies today: virtual reality, “TO GET PEOPLE TO LOVE YOUR BRAND, YOU NEED TO ADOPT A SOCIAL PURPOSE. THIS IS NOT SOMETHING YOU CAN EASILY FAKE, AND CONSUMERS WILL RECOGNIZE THE AUTHENTICITY.” — RAJA RAJAMANNAR COURTESY OF RAJA RAJAMANNAR
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