PEUT-ON ENCORE FAIRE CONFIANCE AUX OPTIMISTES ? CRÉATION Quand rien ne va plus, difficile pour les marques de s'afficher tout sourire dans leurs communications. L'époque est à la mélancolie, à la nostalgie. Il est temps de changer ça en réinventant nos récits.

Authors :: BALAND, THÉO
Source :: Stratégies; 5/2/2024, Issue 2217, p40-40, 1p
Publication Year :: 2024
Abstract: The article discusses a shift in advertising trends towards authenticity and nostalgia, where brands integrate everyday struggles into their communications to connect with consumers in a more genuine way amidst economic and geopolitical changes. It states that this trend is exemplified by the emergence of desaturated, melancholic imagery in global advertising campaigns, reflecting a renewed approach to authenticity in marketing strategies.

Subjects :: ADVERTISING
CONSUMERS
ECONOMIC change
MARKETING strategy
GEOPOLITICS

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