Wave 1

Work now works differently

The continuing dominance of working from home has led to a surge in new lifestyles, behaviours and attitudes that are changing buyer behaviour.

To ride this wave successfully, you’ll need to appeal to shifting mindsets, changing content consumption habits and communicate in ways that suits the home office worker.

Your audience is bored

40% of people say they're more bored than ever.

Working alone, Zoom fatigue and less face-to-face time with colleagues is getting people down. And making them bored.

Now, they’re tired of the same old same old – which means you’ve got a huge opportunity to chase out the humdrum and inject some entertainment into their day.

What does this mean for your brand?

You need to think more creatively to spark your audience’s imagination.

What can you do to entertain people? What can you create that stands out like a sore thumb?

Resist the temptation to recycle ideas and create content that can bring even the sleepiest of B2B zombies back to life.

Who's done it well?

Selling diggers could easily fall into the boring B2B category – product focused and hard to stand out from the crowd.

But Volvo recognised the importance of entertaining their target audience – creating content that made them laugh and that looked and felt like other videos they may watch outside of work.

“Pump it Up” from Volvo Excavators is the perfect example of marketing by entertaining.

Want to break the boredom cycle?

Read more

9 to 5 is only part of the picture

25% of people working in the UK have a side hustle.

Whether due to lockdown boredom, intrigue or the desire to try something completely new – the go-getter attitude is taking hold in all of us.

More people are re-evaluating their jobs (dare we say lives?) and are keen to try something new, such as setting up a passion project or new creative venture in their spare time.

What this means for your brand

Your brand has a huge opportunity to be the brand that facilities these side hustles – and encourages the culture behind them.

Create tools to help your customers build their own bit on the side, and help them to help the rest of their organisation do the same.

And position yourself as plucky entrepreneur friendly – giving pieces of product away for free and adapting your messaging in the right places.

Who's done it well?

Squarespace is arguably the queen of the side-hustle. Their positioning and marketing is created and designed show that building your own venture can be both easy and delightful.

Recognising a shift to an increase in the number of ‘Side Hustles’ being created – Squarespace ran the ‘working 5 to 9’ campaign which perfectly fitted into their audience mindset.


How can you help, not sell to, your audience?

Read more

Social media has people hooked

44% of people found themselves using social media more now than before the Covid-19 outbreak

If you thought we were a nation of phone addicts before the pandemic, you ain’t seen nothing yet.

Now, we’re well and truly hooked.

Whether it’s tweeting in front of the TV or scrolling LinkedIn at the desk, we’re  scrolling, swiping and sharing more than ever before.

What this means for your brand

If it hasn’t happened already, your brand needs to get social media savvy.

First, that means going where your audience’s social allegiance lies. Could be Facebook. Could be TikTok.

But think beyond LinkedIn. Whilst it’s undeniably a go-to platform for B2B, channels increasing in popularity, like TikTok and Reddit, are reaping huge rewards for businesses and shouldn’t be sniffed at.

Second, it’s about establishing what exactly you want to be known for.

Will your brand share guidance on a specialist subject for example? Or perhaps champion a particular cause? Either way, you need to pick your channel wisely and do it well.

Who's done it well?

When Quickbooks wanted to celebrate their Small Business customers on social media – they had to look beyond LinkedIn and create social first content that resonated with their audience.

That’s why they teamed up with GIPHY to create a series of GIFs (featuring some famous faces) with words of encouragement and support for Small Business owners.

How to use TikTok to engage your audience.

Read more

People are yearning for reassurance

53% of people are worried about job security

With the rollercoaster couple of years we’ve had, people are feeling more uncertain about the ups and definitely the downs.

That includes feeling less secure in their jobs and wanting to do whatever they can to make a safe bet and keep their job.

What this means for your brand

You need to show you’re a safe bet.

Buying from your brand should be a worry-free step, not a giant leap of faith.

This means you need to get your name out there to build familiarity and cement your reputation (for all the right reasons!) to offer reassurance, build trust and bring back a bit of certainty into their lives.

It also means positioning yourself as the most helpful brand in your space, to build trust and reliance.

Who's done it well?

If you’re looking for a brand who know how to give a helping hand along the sales process, then you need look no further than Hubspot.

Hubspot have ‘helpfulness’ at the heart of their business – educating their audience, making it easy to buy and lending a hand at every stage of the onboarding process.

Mental wellbeing matters

77% say they have experienced burnout in their current jobs

Burnout sucks.

It knocks the wind out of brainstorms and spreads self-doubt.

And as the last few years have been more than hard work for everyone, people need support across the board: they’re in the market for better ways to manage their wellbeing.

What this means for your brand

This is a time to consider what your brand can do to better bolster and protect your customers and your own staff mental health.

With no act too big or small, it could be running a programme to help with partners mental health, or it could involve setting up wider initiatives or partnerships to help address the issues.

Top tip: Do your research. If you can put your finger on the pain points you’re up against in your industry, you’ll be better prepared to help your employees.

Who's done it well?

Aviva recognised that burn out and mental health issues were particularly prevalent at the end of the year – and so launched the ‘Winter Wellbeing’ campaign where all staff were supported and given extra time off during winter.

The campaign showed Aviva to be a caring brand, in touch with big issues facing their staff and clients and taking proper action which as we all know, speaks louder than words.

People want to work for brands who keep up

84% job seekers say reputation of a company as an employer is important when applying for jobs.

Companies across all industries are seeing a ‘Great Resignation’ as employees look for different opportunities and jobs that offer more than just a good salary.

With employer review sites like Glassdoor providing a window into a company’s culture and way of working, prospective candidates have more information than ever to decide whether they want to work for a company.

What this means for your brand

People make the company and businesses should invest time in defining their employee value proposition and building their employer brand if they want to attract and retain the best talent.

As you would with your customers when embarking on a corporate or product branding project, think about the needs of your audience.

What do employees and prospective candidates care about and what value can bring to them as an employer? Beyond good pay, what’s the culture you want to foster? What are the values that you hold and live by every day?

Top tip: don’t forget to shout about it. Regular employer branding campaigns will keep you front of mind for when the next superstar candidate is looking to make a move.

Who's done it well?

One of Europe’s largest payment start-ups Mollie brings real clarity to what the business stands for and the kind of working environment it wants to create for its people.

From it’s company DNA and values to it’s blog and social channels prospective employees can really understand what it would be like to work for them.

Why should you care about employer branding?

Read more