Making Sense of the Chaos in 2018
SS+K is characterized by the breadth and variety of our clients and the issues they face. As a result, we look at people through multiple lenses — how they engage with causes, their decision making around consumer products, how they vote, how the view corporations, how they manage their finances.
Over ten years ago, we were struck by the similarities we were hearing in research across topics that sounded completely unrelated. Focus group respondents would use the same language and logic to explain why they might purchase a $40,000 electric car and why they might throw a $2 bottle of Kraft’s new Mio product into their shopping basket.
These threads appeared over and over — revealing a collective unconscious at work shaping and reflecting opinions and behaviors. That’s how the Social Forces Monitor began.
Fast-forward to 2018 — a year that begins in the wake of protests, boycotts and never-ending PR crises for politicians, CEOs and brands alike.
In the midst of this chaos, it’s sometimes hard to make sense of the world, your audience and the way forward. Which is exactly what we developed the Social Forces Monitor to do.
For over a decade, we’ve been analyzing and harnessing these forces to give our clients an edge in this marketplace. Forces that rallied an army of young people to support Planned Parenthood, celebrated the breadth and beauty of America’s new multicultural majority for Fusion, and helped brands like Delta, HBO, and Samsung navigate rapid industry change.
To kick off the new year, here are a few brand new forces we’re keeping an eye on:
Do Something
The pressing desire to move past the discussion of issues and potential solutions into rapid action.
Necessary Evil
Realities people begrudgingly accept, but long for a better way.
These forces — and how people respond to them — could unearth untapped audiences, competitive advantages, and new business opportunities for brands in the new year.
Curious how? Shoot us an email and we’ll set up a time to walk you through a few forces relevant to your business.
