After collaborative efforts achieved so much during 2020, Engine’s CSO argues the industry should work together to bring about change.
ENGINE EFF WEEK DAY 2
From Comfort Radio to the Culture War: ENGINE Eff Week, Day 2
Speakers: Francesca Taylor and Steven Lacey
1. Hear it. See it. Feel it.
Global have become the second biggest OOH supplier in the UK, coupled with their radio channels and DAX they are now able to integrate communications across channel in a way never seen before. The combination of vision and sound has a x2.5 profit multiplier effect according to Global, it maximises total brand experience and reach.
2. Comfort radio and other new audio habits.
Covid has changed media consumption habits. As the crisis hit people sought out information, reassurance, and distraction. No longer being in a routine made it more difficult to pinpoint which channels to use and when.
Global saw a 50% increase in the use of radio as a result of working from home. They also saw that people were commuting in using cars more 10% more than usual, as a result there was an uplift in the use of radio at breakfast time and during the school run. Much of this is to stay up to date with news, but radio also offers escape and entertainment.
3. The security of the past for white working class.
Pre-Covid, Britain was in a state of polarity. Centrism to extremes, cyclists vs motorists, meat eaters vs vegetarianism. We had a lot of tension points which was very unusual. We saw the rise of the trust void and the rejection of perfectionism. Then we were hit by Covid.
Covid has been a catalyst for cultural changes, like the rise of community and people discovering the art of conversation. We also witnessed the death toll rise.
As times get tougher the nostalgia, security, and positive memory of the past gives the mass mainstream safety and security. Britishness, specifically has become a secure anchor in their life. This is why the mainstream see the flag as pride resistance and felt that the toppling of statues was an attack on Britishness.
4. Breaking down codes for Britain’s Culture War.
Coding the culture war is difficult by any stretch. Steven Lacey believes he has found the solution for this. He has developed a framework across progressive, pragmatic and traditional beliefs across those who are elite, mass and struggling. The biggest group in the UK being ‘Traditional Mass’, a stark difference to the ad industry which is largely made up of ‘Elite Progressives’
He suggests that if alliances are made across groups, they become much more powerful. Movements from Brexit to BLM have happened based on this aligning of purpose.
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