“JOY is an integral part of every culture, every society and every identity – and sometimes it can even be an act of resistance” Hossam Fazulla

It’s been a minute since our Margaret Mornings event at The Photographers’ Gallery exploring the topic “Bring Joy, Build Connection: Why brands need to step-up in challenging times” and we’ve been basking in the glow of a truly inspiring conversation ever since. 

There is no denying that we live in turbulent and challenging times, with a news scroll of doom. But we at  Margaret | Certified B Corp truly believe that the power of culture can affect positive change, and it’s this sentiment that got us thinking… how CAN brands show up to spark joy with purpose? 

Our very own Grace Gabriele hosted the event and we were joined by the brilliant Olly Crown from Oatly, brand director Gillian Jackson, Ore Abiona from On and artist Hossam Fazulla.

We dived right in, looking at the vital role of diversity in research and the need for us to forefront storytelling more than ever, through a lens of joy and playfulness to reach people where they are right now.

OUR TOP TAKEAWAYS

Bringing Joy:

Brands don’t need to take themselves too seriously.

Meet your audience where they are, and don’t be afraid to flip the script and have fun with it. We loved Olly’s example of Ikea’s recent ‘Better Late Than Never’ campaign where the Swedish homeware brand playfully acknowledged its delayed launch of a loyalty scheme with a tongue-in-cheek nod to decades-old viral trends. 

Authenticity & Storytelling

Shining a light on real experiences and untold ‘micro-stories’ (particularly those that speak to the Global Majority) should be a starting point for genuine authenticity. Oatly’s Custard by Giggs campaign that we recently collaborated on is a perfect example of this – with Giggs’ genuine lactose intolerance serving as a talking point to reach a new community of Oatly fans. 

Diversity of Thought: 

Having the right people at the table is fundamental, from research to delivery.  If you want your brand to speak to a specific group, just ask them (and be prepared to listen!). Don’t be afraid to try new methods of quantitative research; find the right partner to help you talk to your audience, no matter how niche. 

Real Life Engagement:

As digital spaces face increasing distrust, we are seeing a resurgence in real-life events and experiences. Brands should consider looking at ways to blend these with considered digital content that serves a genuine purpose. If we’re serious about making a positive impact with our work as marketeers, we should be thinking about how to bring people together, not just how to grab their attention.

AI’s Limitations for Human Connection: 

AI is a hot topic and we have to accept that it’s here to stay. It can be a useful tool, but it can’t replace human creativity when it comes to authentic storytelling. It’s best used in collaboration with our brilliant minds and original thinking.

Our next event is on 16th  June around the theme  ‘Exploring Entertainment and Social Impact’  – we can’t wait to dive in!