Nostalgia is a current trend that entertainment is exploding with the likes of Cobra Kai, Stranger Things, etc. The “false nostalgia” for younger generations that didn’t live through the 80s and the “real one” for older generations.

Content groups and marketing teams look at generational trends, topics and current cultural events to decide on subsequent productions.

GBF exploits this by using the festival owners as authorities in the blues / music scene, posting themselves at shows and concerts, as a way to connect to this crowd, who would also post images of themselves at concerts on their own social walls, as they present their ideal self online. 

GBF anticipate changes in entertainment, which could be via liquor licences changes, health restrictions limited participating in live event, changes in the arts industry in general.  

 

1.     ESG (Environmental, Social and Governance) – Climate Change/Action

Sustainability is an integral part of our business and value system. The Group Sustainability Report showcases the actions we are taking across society including integrating ESG, transitioning to a low-carbon economy and improving social inclusion. 

 

The company is aware of climate change/fight and leads the Insurance industry in COP26. Insurance companies, as major investors, can, through the use of their investment decisions, help bring about the changes that are needed

 

2.     Diversity, Equity & Inclusion

We value diversity among our customers and employees at Allianz! In our marketing campaigns and online graphics, we normally go for a diversified appearance with casting and settings; we don't look at your typical Australian family/home. This also applies to any other OEs; we have a global DAM where we can all access the majority of our advertising assets. We are a brand that is universally recognised. Insurance covers the entire customer base, not just one individual. As a result, when considering the website design, we will consider imagery that reflects inclusivity, diversity, and Indigenous perspectives.

 

An Accessibility Inclusion Plan (AIP) is an outward sign of Allianz Australia's intention to be inclusive of people with disabilities, and it outlines the plans for doing so. The plan outlines guidelines for accessibility communications in order to make our workplaces, products, and services more accessible to everyone, including people with visible and invisible disabilities.

 

There has been a large increase in awareness of stress related burnout in professionals. This has been exacerbated since the COVID-19 pandemic. Some people are experiencing band new stressors due to the challenges of working from home, while others are demanding more flexible working arrangements to try and improve their work-life balance,

It’s increasingly common on LinkedIn to see posts calling for people/organisations to stop “glamorising” long working hours, however there is still an existing resistance to admit to vulnerability to stress or push back on workplace requests as it is seen as unprofessional.

However, with the emergence of talent shortages in the recruitment market there is a new group of people emerging who are focusing on how burnout impacts the company in terms of staff turnover. In this way burnout is seen as bad for companies, as well as bad for people. This could be an area we tap into. Promoting wellness through companies, instead of direct to consumers, to show how it benefits everyone involved.

This would enable us to link into consumer content in the way of “success stories” where people show how their lives have improved through Health Coaching and how that has translated into better professional outcomes, as well as personal outcomes.

At Rodney Clark (women’s fashion) we tried to tap into female cultures celebrating real women’s physiques, from small to plus size, as well as the mature women which has previously been ignored in contemporary fashion & media. Also, attempts have been made to join the new mum’s and working mum’s crowd culture. 

The key crowd cultures of RC are:  

How does your company try to "anticipate, address, or exploit" these crowd cultures? 

Influencers contracted that fit the proposed alignment with nominated crowd culture/s:  

Other activities: 

 
Note: Crowd cultures avoided have been those with concerns for the environment, issues of waste, plastics & recycling. This is an issue that may cause backlash at some stage. Also, attempts have not been made to align with LGBTIQA+ crowd culture which I think is an oversight and lost opportunity.

People who are human-centric, care about human rights and society, they are more likely to be left-leaning and somewhat socialist in their views of government responsibility

How does your company try to "anticipate, address, or exploit" these crowdcultures? We align ourselves with employers of human services providers, we share a strong message of support and wanting to create improved outcomes for people who utilise these services, we aim to be politically-correct, respectful of the end-user and their experiences, and culturally-sensitive.