An old article I wrote and the court of public opinion
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jimc.medill.northwestern.edu
I wrote this article in 2002 as the direct-to-consumer advertisement arena began to thrive. It spoke to an integrated marketing platform that these newly minted consumer marketers should take. It is interesting how the field and consumer access has changed. Consumers relied heavily on their physicians and manufacturers for information. Today, WebMD and social networking are prominent; they provide consumers with a sense of empowerment and self-education.
When I reflect on it today, my biggest takeaway is the court of public opinion. This exists today more than it ever has.
A Rising Populist Movement
I believe we are seeing a rise of a populist movement where people will scrutinize companies even more. Brands must be authentic, but they must also have causes (give back) and take responsibility. When consumers start to believe that other avenues have failed to keep this in check, they will demand it.
Generation We
This generation cannot be ignored. It is 95 million strong. They are being raised to be socially responsible. The current economic crisis and social issues are making this a generation that wears its conscious on their sleeves. If they take on a hardship to solve a global or national problem then they will demand companies and brands lend a hand. It is important for them to find a brand that is relevant and in many ways acts how they believe one should. This is a vocal group. They will make their opinions known. After all, with Generation We that mantra “we are all in this together” is critical.
It Is a Connected World
Social Media. The Internet. Blogs. Yelp. If a consumer has an opinion, he/she is able to share it. We are far from the days of Aunt Bea opining over the backyard fence to the neighbor or at family get-togethers. She can now be heard 24/7 in many outlets. Reputations are no longer local, they are international…immediately. Your court of public opinion does not have to rise from a slow-brewing storm; rather, it can take on a tidal wave effect.
As a result, it is time for companies to take responsibility. In fact, consumer respect you more when you do. Proactively, live a brand’s best life — communicate with consumers, be true to your identity, discover the issues and concerns of your consumers and become involved, take on causes bigger than yourself, and act ethically. Some companies get this (Google’s “Do no harm” policy is a good start), but many do not. As Generation We becomes adults, the pent up demand will be stifling. Has your company answered it?
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