Today more than ever, organizations need to put their customers at the center of their marketing programs and build plans based on a deep understanding of where and how they can deliver the most value.

The words businesses are using are under a microscope. And that means brands need to make sure that what they’re saying – and how they’re saying it – stands up to scrutiny. So how do you make sure your words are fit for purpose, no matter what 2021 throws at us?

Throughout all of these events, the impact on the daily lives of Americans was profound. The compounding crises altered how we work, how we learn, how we entertain ourselves and even how we think about social issues.

In this article, we will focus on high-powered messaging, although frequent messaging is rather straight forward as businesses engage in frequent, cross-channel advertising to catch the consumer near or at the point of consumption.

We know it as consumers as well as marketers: the COVID pandemic precipitated profound social, economic, technological and behavioral changes in 2020.

The pandemic turned work-life on its head. We’re caught in the tumbling load of a never-ending workday, pinballing between Zoom and Slack, duking it out with the family for WiFi, dishes piling up around us in our office…er…kitchen, and just trying to hold it together while we just. take. a. minute. to. remember. what. day. it. is.

Last year was the year we lived vicariously through social media. Cooped up indoors, it was our portal to the outside world, removing the miles between us and our friends, family and colleagues.

Of all the common themes in science fiction – spaceship battles, alien invasions, colonized planets – the most tenacious might be the question of what happens when machines become more like people.

Years from now, when historians and cultural anthropologists look back at the 2021 Super Bowl ads, what will they glean about our culture today?

Though Facebook and Apple have been taking jabs at each other for years, the past two years seems to have been an acceleration toward an unavoidable crash. One that the industry has been nervously watching.

Within the advertising world, there is an inherent stigma associated with targeting older consumers. Too often marketers believe their next job lies in reaching young, hip consumers rather than focusing on the customers that are going to translate to the most sales today.

Today, consumers are living more of their lives on social channels, so to win their loyalty, brands must speak consumers’ language by crafting innovative, on-point, and platform-specific digital experiences.