Digital audiences have clearly expressed their preference for a positive environment in the media response and this is also confirmed by the preference of Gen Z.
Negli ultimi anni, if è assistito ad a rapid and significant change of rupture in Aziendale communication: semper più brand, mosse dalla crescente sensibilità del pubblico nei confronti de temi como la “positivity” the'”inclusiveness“, were published by the advertising campaign finalized ad abbattere and old stereotypes and value everything that is part of a person’s identity: skin color, age, sexual orientation, gender identity, body typology, ethnicity , culture, language, religion.
ALONG THE LEGGINGS: 8 esmpi di brand che raccontano l’inclusività
Now that it is, the general perception of arguments such as creating positive online spacing and brand behavior has changed dramatically.
The positivity, the inspiration and the personalization which results from it are inevitably determining in the universe of the consumer, at the moment when the person does not feel represented or of a content in which it is not online. Tutti I dati sulle abitudini di acquisto della Gen Z has confirmed its attention to the phenomenon.
second he Report Digital – Global Digital Overview, more than 1 in 2 expressed their own concern about the phenomenon of fake news (52%)emphasizing that online dialogue should always be positive and inspiring.
Inoltre, eat sottolineato in a report condotto from Microsoftand fear of positivity and inclusion of the diventano ancora più importanti per i target più giovani: il 70% of Gen Z interviews were confirmed by brand fidarsi who represented well-known audiences in the public domainwhile il 49 % ammette di aver smesso di acquistare prodotti da aziende non in linea con i propri valori.
Inclusion and Positivity: The Acquisition Attitude of Gen Z
To explore the fundamental theme of inclusion and positivity online, by Ninja Marketing ci siamo rivolti a Christian Cochs, Sales Manager for Italy and Spain at Pinterest to talk about the initiative intraprese dalla piattaforma al fin di create a positive space on the Internet dove tutti i consumer possono feel so adequately represented.
What does positive marketing mean for Pinterest?
The public always receives in a less homogeneous way, particularly in the West. Le persone vogliono vedersi rappresentate nei brand e nelle loro scelte di marketing. Noi di Pinterest diamo molta importanza all’inclusive. I will create a product and an environment at the most basic level of inspiration.
Our mission is to help you feel your own Pinterest, and for that reason, we want the Pinner to do everything in the world to find your own size for parrots, relevant parrots, and affini. Our goal is to use technology to benefit all of you and if it’s easy for you, everyone, find inspiration on your Pinterest.
ALONG THE LEGGINGS: Spotify’s Culture Next: What the report that studies Gen Z and Millennials says
What are the initiatives implemented by the platform for Gen Z my non solo?
Today is Pride month and Pinterest continues to invest laughter for fun always with a go-to platform for inclusion and inspiration.
Il Fondo per i Creator è già estato esteso ad altri due paesi, il Regno Unito e il Brasile, offering così l’opportunità ad un number maggiore de Creator belonging alla comunità LGBTQIA+ di crescere, estaurare relazioni ed avere successo sur Pinterest.
To ensure that LGBTQIA+ creativity doesn’t come second, we will limit access to the per i Creator Fund, to allow new segments to be posted on your Pinterest. For now, we will make laughter available to allow the loro di dare libero sfogo alla creatività sulla piattaforma.
The objective of the Fund per i Creator is infatti stimolare il talent through economic support and training.
Quest’anno, Pinterest also announced the expansion of search by type of Capello ad altri nove paesi, tra cui l’Italia. If it is a research technology for the unique type of hair in its generation, it enables the Pinner to find the billions of ideas related to the hair that is suitable for the parrot.
Grazie al rilevamento di oggetti basato sula visione artificiale, gli utenti avranno la possibilità di finare i risultati based on sei tipi di capello: acconciatura protettiva, super ricci, ricci, mossi, lisci e rasati/calvi. This means that when you do a search such as “accociature” or “idea colore capelli”, it is possible to customize it by selecting one of the six tipi di capello.
Nella stessa ottica, lo scorso anno Pinterest has decided to extend the ranges of skin tones to other countries, compresa l’Italia. Skin Tone Range is an exclusive feature that allows you to fine-tune your own beauty highlight based on a range of skin tones.
By applying a filter, we updated and searched for results, displaying content in line with the selected tone.
Other policies Pinterest implemented during the year to promote inclusivity and positivity are:
- In 2016, Pinterest chose la pubblicità sui sensible content compresi i costumi tradizionali appropriati e inappropriati
- In 2017, she launched a health misinformation policy that has anti-vaccination content
- In 2018 he posted fine agli annunci politici
- The succeeding year introduced global research for the person that closely supports mental health and launched a self-search experiment for vaccine-related research
- In 2020, Pinterest launched a policy to display misinformation related to elections and other moments of civic participation
- Last year updated its own policy on weight loss ads, displaying all ads with language and images relating to weight loss
- And finally, this year has spread the appropriate line guide for the community and the pubblicità, veiendo tutti gli annunci pubblicitari contenenti disinformazione climatica.
What impact has inclusive marketing had on the performance of a communication or advertising campaign?
Second, a condotta search on Pinterest is based on the intelligence company’s aggregate information Morning consultation6 out of 10 adults are likely to ricordare i the brand they come into contact with when they are in a positive state of mind and have favorable feelings about confronting the brand they come into contact with in an alternative positive environment.
Pinterest research shows that in the post-COVID world, I answer in cui I mark appaiono conta.
Infatti, laugh chiaro che negativity no aiuta i mark. I hate it and the division forse incoraggiano le persone a cliccare, ma non ad acquistare. Our recent research shows that the negative environment is not that the person is less willing to trust and acquire the brand. In other conditions: gli spazi online negativi non fanno altro which loses the mark denaro ai by far. I will incorporate an inclusive marketing strategy which is most necessary for any business to grow and maintain a leading position in the industry.
