THE POLITICAL IS PERSONAL · For SXSW Interactive, The Innovation Group— J. Walter Thompson’s...
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INNOVATION GROUP THE POLITICAL IS PERSONAL #POLITICALCONSUMER
Transcript of THE POLITICAL IS PERSONAL · For SXSW Interactive, The Innovation Group— J. Walter Thompson’s...
INNOVATION GROUP
THE POLITICAL IS PERSONAL
#POLITICALCONSUMER
THE POLITICAL IS PERSONALA NEW ERA OF POLITICIZED CONSUMERS, PLATFORMS AND POP CULTURE—AND WHAT IT MEANS FOR YOUR BRAND
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POLITICIZED ERA
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POLITICAL CULTUREIn an atmosphere of seismic political events in the US and the UK, wealth disparity, uprisings, racial tension and social unrest—disseminated in a nanosecond over social media platforms —we are seeing the emergence of a newly politicized consumer. One who, increasingly, is seeing the world through the lens of personal circumstance and is not afraid to voice opinions on any injustice, misstep, world event, badly behaved politician, organization or brand.
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NEW LINES DRAWNNew lines battles are being drawn along divides of class, gender, generation, geography and sexuality. These are being mobilized using digital networks—each personal view being amplified by social media.
Established organizations and mediums are being viewed through a critical lens—any lack of diversity and inclusion is immediately called out. Celebrity culture, once defined for the last decade of millennial consumers as “apolitical,” is once again mobilizing along lines of personal politics—with celebrities using their voice and influence to spread the word of change.
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Meanwhile, digital platforms are becoming mass outlets for decentralized, live, citizen journalism—instantaneous videos revealing the truth during moments of confrontation.
What’s more, this is only set to continue as the highly conscientious generation Z—the cohort known for its digital prowess and activist stance—comes of age.
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NEW ERAWhat does this new era look like when everyone from Beyoncé to Emma Watson is an activist?
What are the driving forces of change?
And what are the implications for markets and brands?
We’ll explore this in the Political is Personal. . .
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THE FUTURE
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SIGN OF TIMES– CAUSE CELEBRITIES – NEW CITIZEN JOURNALISM – POLICING THE POLICE – GEN Z ACTIVISTS – GOODNESS PLATFORMS – POLITICAL MICRO-STATES – MILLENNIAL MOBILIZATION – STATEMENT MERCHANDISE – ADVOCATE BRANDS
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A NEW STUDY
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UNRULY + INNOVATION GROUPFor SXSW Interactive, The Innovation Group—J. Walter Thompson’s futures and consumer insight think tank—is partnering with video ad tech company Unruly to share original data on the relationship between digital video and this new phenomenon. We’ll be sharing these insights at the panel.
The panel will be an extension of The Political is Personal, an in-depth report on the political consumer, published with a UK/US original consumer survey examining attitudes and behaviors, along with trends and case studies. We’ll publish this on jwtintelligence.com
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SARAH WOOD CO-CEO UNRULY Sarah Wood is co-founder and co-CEO of video ad tech company Unruly, where she ensures the company delivers the most awesome social video campaigns on the planet. Unruly has 15 offices, employs 200 people and was acquired by News Corp in September 2015. Sarah has been voted Business Insider’s #3 Coolest Woman in Tech, Veuve Cliquot Businesswoman of the Year, Best CEO of the Year at the 2016 Europas Awards.
She is a member of Tech City’s Entrepreneur Advisory Panel, a Technology Ambassador for London and was awarded an OBE in June 2016. Sarah is also an associate lecturer at the University of Cambridge, where she teaches a course in Mash-Ups, Memes and LOLitics: Online Video Culture and the Screen Media Revolution.
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Shepherd Laughlin leads content and research for the Innovation Group. In this role, he’s reported on major industry events including CES, Cannes Lions, and others, while editing long-form reports on the future of retail, emerging opportunities in Cuba, generation Z and more. Shepherd was previously US correspondent for The Future Laboratory, based in New York. As a journalist, he has contributed to titles including Monocle, China Economic Review, Creative Review, The Drum, CNNGo and China Daily.
SHEPHERD LAUGHLIN, DIRECTOR OF TREND FORECASTING, THE INNOVATION GROUP
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CAROL VERNALLIS, PhD, MUSIC VIDEO AND POP CULTURE ANALYSIS Carol Vernallis, PhD, teaches at Stanford University and has written extensively, among other things, on the changing expression of Beyoncé videos—more recently with a political bent in Lemonade. Special fields include audiovisual aesthetics, digital technologies, film music, popular culture and popular music, production practice, YouTube, music video and post-classical cinema. Her books include Experiencing Music Video: Aesthetics and Cultural Context (Columbia University Press), and Unruly Media: YouTube, Music Video, and the New Digital Cinema (Oxford University Press), as well as two co-edited Oxford handbooks on contemporary audiovisual aesthetics.
