With so many norms exploding in the socio-political arena of late, hundred-year-old business norms are also shifting to the new. We chat with global consulting firm, Karrikins Group CEO, Jason Hincks about Shared Value, and why organisations must pivot towards being a brand that matters if they are to survive the constant state of flux that is the millennial experience.

By Joanne Leila Smith

While price and proximity are still the predominant drivers of consumer choice, the grab your wallet movement, co-founded by Shannon Coutler in the US in October 2016, highlighted a very important shift in the marketplace. Cynics may dub activism as the new sexy for advertisers, but, the desire for strong ROIs by shareholders has been counter levered by an increasingly sophisticated consumer base whom demand more than quality and value from their spend; they demand a pledge – whereby a dollar earnt, is a dollar spent in the cause of a shared value.

The problematics and opportunities this presents for corporates charged with the task of aligning their products with their consumers’ private morality, is complex. Most business school graduates learn that success in corporate life requires dispassionate, fact-driven, clearly identified market segmentation and positioning. To the bane of the executive and marketers, Corporate Affairs welded a sharp axe on any employee who dared wade into the frontline of social or political commentary; it was too risky, too fraught with unpredictability in terms of managing ‘on brand’ messaging, and alienating for potential or existing customers that didn’t align to a company’s public position.

According to CEO of Karrikins Group Jason Hincks, with the immediacy of social media coupled with a very well-informed and demanding generation of millennials, companies that rely on the traditional campaign planning cycle and advertising norms risk becoming outmoded.

shared value, Karrikins Group, Jason Hincks, Joanne Leila Smith, INDVSTRVS

“The days of brands being able to go we have a campaign this year and we do a piece of research which says what people think about the brand, and then we go into planning…that just doesn’t exist anymore. I mean those planning cycles absolutely exist

Jason Hincks, Joanne Leila Smith, INDVSTRVS, shared value, Karrikins Group

Jason Hincks – The Brand Builder

With so many norms exploding in the socio-political arena of late, hundred-year-old business norms are also shifting to the new. We chat with global consulting firm, Karrikins Group CEO, Jason Hincks about Shared Value, and why organisations must pivot towards being a brand that matters if they are to survive the constant state...


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