By Alona Elkayam
SUSTAINABLE MARKETING HAS ARRIVED
Shiny new things that drive brand pivots like this second wave of artificial intelligence apps or contextual forces like the pandemic and racial inequality do not pose a threat to marketing organizations whose behind-closed-doors values are lived externally, consistently. Think Patagonia.
In 2020, when the contextual forces of the pandemic and racial inequality hit the work-from-home boardrooms and marketing suites, the majority of brands were flapping their wings in unison, struggling with time, messaging, and above all–targeted action. We spoke to CXO's at agencies and brands at the time and the story was the same: by the time consensus was reached on a proper reaction, the moment was over. Brands that did respond seemed to take a page out of the same playbook: “Let’s create a manifesto video.”
Our lessons from the pandemic, diversity, and web3, make it clear that every brand needs to pivot-ready their marketing organization without breaking it.
Silos make it hard for brands to truly ‘self-actualize.’ They cause inefficiency and hinder a brand's ability to understand their customer and what’s happening in the marketplace–hyper-focused on individual channels. The redundancy in siloed marketing organizations hinders brand trust and contributes to a brand’s elevated carbon footprint.
Four days ago, the U.N. issued a report warning the world that we are "on thin ice and this ice is melting fast." Digital technologies are responsible for 4% of greenhouse gas emissions, a figure expected to double by 2025 - and the energy required for this sector is increasing by 8% a year.
Brands can no longer afford to be misunderstood. Far From Timid is on a mission to break down silos and create an open feedback loop between brand and performance marketing, letting go of 20th-century marketing and advertising sacred rules through Zero-Waste Marketing®. We are helping clients give birth to a new wave of pivot-ready brand experiences audiences expect and deserve with faster speed to market, and increased brand trust while enjoying a smaller marketing carbon footprint.