Amplify | Muse by Clios https://musebyclios.com Discover the latest creative marketing and advertising news. Muse by Clio is the premier news site covering creativity in advertising and beyond. Mon, 29 Jul 2024 22:01:18 +0000 en-US hourly 1 https://wordpress.org/?v=6.5.5 https://clio-muse-prod-media.s3.amazonaws.com/wp-content/uploads/2024/07/12035206/cropped-muse_favicon-32x32.png Amplify | Muse by Clios https://musebyclios.com 32 32 What's Behind the Big Beauty Opportunity in Sports? https://musebyclios.com/sports/whats-behind-big-beauty-opportunity-sports/?utm_source=rss&utm_medium=rss&utm_campaign=whats-behind-the-big-beauty-opportunity-in-sports https://musebyclios.com/sports/whats-behind-big-beauty-opportunity-sports/#respond Wed, 03 Jul 2024 08:00:00 +0000 https://musebyclios.com/uncategorized/whats-behind-the-big-beauty-opportunity-in-sports/ As summer approaches, a new wave is making headlines in the beauty industry, and it’s not what you might expect. The intersection of beauty and sports is creating significant opportunities for brands to innovate and engage new audiences. It’s setting the stage for a dynamic season where beauty and fitness converge. Historically, beauty and sports […]

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As summer approaches, a new wave is making headlines in the beauty industry, and it’s not what you might expect. The intersection of beauty and sports is creating significant opportunities for brands to innovate and engage new audiences. It’s setting the stage for a dynamic season where beauty and fitness converge.

Historically, beauty and sports have been as compatible as oil and water. Beauty was seen as an arena for the meticulously groomed, while sports catered to the sweaty and rugged. But in recent years, these worlds have collided with the force of a sprinter crossing the finish line. Brands like Charlotte Tilbury and Sally Hansen are leading the charge, proving that you can look glamorous while breaking a sweat. The trend has trickled down to everyday routines, with enthusiasts sporting sweat-proof makeup and long-lasting nail polish that can withstand the rigors of high-intensity workouts.

This movement isn’t just about looking good while you exercise. It’s about integrating beauty into the fabric of fitness. The shift is driven by a cultural phenomenon where Gen Z no longer sees a need to separate their identities. To them, it’s perfectly normal to rock a full face of makeup when attending a trendy run club.

Social media has played a huge role, transforming online trends into real-life communities where beauty and fitness go hand in hand. Influencers and everyday users showcase their sporty looks and beauty routines, creating a viral blend of fitness and fashion. From run clubs to pilates classes, these online communities are turning virtual inspiration into real-world movements. The clean-girl makeup aesthetic, characterized by minimal, dewy looks, is often paired with pilates sessions and green smoothies, illustrating how seamlessly beauty and fitness can merge.

This blend has opened a new creative space where brands can shine. 

Charlotte Tilbury’s historic partnership with the F1 Academy is a prime example of how beauty brands are speeding into the sports arena. As the first female-founded beauty brand to sponsor a motorsport event, Tilbury is not only showcasing its products but also championing female athletes.

Sally Hansen’s partnership with Duke University basketball player Jared McCain is another slam dunk. McCain’s love for painting his nails has broken traditional gender norms, showing that beauty and sports are not mutually exclusive. His TikTok videos, where he rocks Sally Hansen’s Insta-Dri nail polish, highlight the growing acceptance of self-care among male athletes.

Another example is Tennis legend Serena Williams, who launched a make-up brand, Wyn Beauty. Creating products that you can “move in,” the inaugural range is formulated with clean, high-performing skin-nourishing ingredients, with the team stating they want consumers to not only look good but feel good about themselves.

The beauty and sports fusion is not just about looking pretty, it’s also about practicality. Consumers are seeking products that can withstand their active lifestyles. Brands like E.L.F. are tapping into this demand with campaigns that highlight sweat-proof makeup and durable nail polish. This functional approach is not just a trend. iI’s becoming a necessity for those who balance a busy, active lifestyle with a passion for looking their best.

What Brands and Marketers Should Take Away

Embrace the Action: Integrating elements of extreme sports and high-energy activities into beauty campaigns can create compelling and engaging content. Brands should consider collaborations with athletes and influencers who embody this dynamic spirit.

Champion Diversity and Inclusivity: The partnerships with Charlotte Tilbury and Sally Hansen highlight the importance of promoting diverse narratives within the beauty industry. Supporting female athletes and breaking gender norms can resonate with a broad audience and foster brand loyalty.

Prioritize Functionality: As consumers lead more active lives, there is a growing demand for beauty products that offer durability and performance. Brands should innovate to create products that meet these needs, such as long-lasting makeup and protective skincare.

Leverage Social Media: Platforms like TikTok are crucial for reaching younger audiences who are drawn to high-energy, visually engaging content. Beauty brands should invest in creating dynamic social media campaigns that showcase their products in action-packed settings.

Stay Ahead of Trends: While beauty and sports aesthetics are currently in vogue, trends can shift rapidly. Brands should remain agile and ready to pivot towards emerging preferences.

By embracing the beauty takeover, sports and beauty brands can innovate, engage new audiences and redefine standards. The key is to blend functionality with flair, champion inclusivity and keep pace with cultural shifts driven by social media.

So, lace up those sneakers, apply that sweat-proof mascara and get ready to sprint ahead in the beauty race.

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10 Great Album Covers, Chosen by Nate Thompson of Amplify https://musebyclios.com/art-album/10-great-album-covers-chosen-nate-thompson-amplify/?utm_source=rss&utm_medium=rss&utm_campaign=10-great-album-covers-chosen-by-nate-thompson-of-amplify https://musebyclios.com/art-album/10-great-album-covers-chosen-nate-thompson-amplify/#respond Tue, 14 Nov 2023 07:00:00 +0000 https://musebyclios.com/uncategorized/10-great-album-covers-chosen-by-nate-thompson-of-amplify/ I was born in Northern Ireland in the ’70s into a society divided by religion and marred by violence. The school system followed the lines of division that separated communities, adding to a culture of suspicion of the other side. Fortunately for me, my parents were hippies and decided that meditation and marijuana were a […]

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I was born in Northern Ireland in the ’70s into a society divided by religion and marred by violence. The school system followed the lines of division that separated communities, adding to a culture of suspicion of the other side. Fortunately for me, my parents were hippies and decided that meditation and marijuana were a suitable escape from the bombs and the bullets. Their alternative approach led them to send me to the Rudolf Steiner school in Holywood (Northern Ireland), the first integrated school in the country. Hippy parents, hippy school and hippy pals shaped the music I grew up with.

I have taken a look through my collection and pulled out 10 albums that have stayed with me throughout the years.


Led Zeppelin
III (1970)

An interactive album cover! I loved the fact that this album was so illustrative, explorable and had the ability to interact with it. The album marked a shift for the band from rock to a more folky feel to it. It also includes one of my favorite Led Zeppelin songs, “Since I’ve Been Loving You.” The live performance of that from The Song Remains The Same at Madison Square Garden is fantastic with Jimmy Page on top form with one of the best blues guitar performances I’ve ever heard. Picked up my own copy in Clocktower Records, Bridport, last year.


Steve Hillage
Fish Rising (1975)

A rather striking album cover that definitely catches the eye. It screams psychedelia and when “Solar Musick Suite” kicks in on side one it settles you down, picks you up and throws you about for 16+ minutes of the most intricate composition of music around. It feels like an album in itself and is comprised of four parts. It’s genius. The rest of the album gets a bit weird and feels more akin to his previous work with Gong. But that one song is something I’ll never get tired of listening to.


Pink Floyd
Animals (1977)

This is such an iconic image. Living in Northern Ireland I had no knowledge of Battersea Power Station, but the name, the striking image of it against the skyline, with the evening sun casting shadows, made it even more dramatic. The four towers, coughing smog into the sky and this small but giant pig floating between them. It’s equally dystopian and surreal, perfectly matching the album’s concept that focused on the social-political conditions of mid-1970s Britain. For me, it features some of the best performances of all their albums from Gilmour and Wright.

Fun fact: the pig broke free on the second day of the shoot and was blown over to Heathrow, resulting in panic and cancelled flights.


Talking Heads
Stop Making Sense (1984)

With A24’s recent release of the live performance of this album—is there anything they do that isn’t a must-see?—it’s the perfect time to bring this back from the vaults. Without a doubt, one of the best live-performance films ever made. It’s fantastic. Beautifully shot, lit, choreographed. It starts and builds and ebbs and flows like nothing I’ve seen. I went to see it recently at the Hackney Picturehouse and it blew me away. Slippery People has one of the best backing vocal performances of any song I’ve heard. My Dad played this a lot. No wonder. Back to the cover! Pretty straightforward, featuring the iconic suit from the performance.


Orbital
III (1991)

Not strictly an album, not even a song I listen to a lot, but it represents a huge change in my life and Northern Ireland. Up until 1989, the majority of the music I listened to was from the past. Hendrix, Floyd, The Doors. But in 1990 that all changed. I left school at 16 and found myself involved in a world of new music via a growing rave scene. At that time Protestants and Catholics were still divided. It was a brutal time of tit-for-tat killings. But if you had the right intel you could drive out to the middle of nowhere, follow a rough track or stumble through a forest, and find a rave.

It’s widely accepted that the influx of ecstasy at that time played a part in breaking down barriers between young people who attended the raves and clubs in Northern Ireland.

Orbital were one of the few bands that agreed to come and play in Belfast at the time. Many refused. They had such a good time and were given a hero’s welcome and the trip left such an impression on them they named a track they had been working on at the time after the city.


Portishead
Dummy (1994)

One of those occasions where the album cover looks like the record sounds. Mysterious, timeless, slightly sinister and eerily beautiful. This album still sounds fresh today. A blend of hip-hop beats, jazz guitars and velvety keyboards. It’s comfortably uncomfortable.

In 1995, I took the National Express coach from my flat in Liverpool to London, then onto Bristol and hitched to my first-ever music festival, Glastonbury. Climbed over the fence and spent the next five days listening to Oasis, Prodigy, The Cure, Orbital and much more. Despite the caliber of the main stage acts the performance that went down in Glastonbury history was local outfit Portishead playing in the acoustic tent.

The story goes they were offered the pick of the stages after winning the Mercury Music Prize that year but opted for the low-key acoustic tent. The performance was anything but. “It crackled with electricity” Paul Stokes wrote in the NME and that’s the perfect way to sum it up. It was heaving, with thousands stuck outside. I was on my own, but felt right at home amongst a crowd that felt they were seeing something truly unique. The best live music experience of my life to this day.


DJ Shadow
Endtroducing (1996)

The Jimmy Page/Hendrix of the sampler. Huge claim yet easy to understand why. Endtroducing was a breath of fresh air in the trip-hop world and released on the pioneering Mo’ Wax label. A cinematic masterpiece that blends found sounds from records from every era and genre. The LP cover, shot by B+, an Irish-born, L.A.-based filmmaker and photographer, features a few of DJ Shadow’s mates in Rare Records in Sacramento and in the same way an album cover could feature musicians, the vast array of records nods to the source and inspiration behind the album, vinyl.


Jurassic 5
Jurassic 5 (1998)

The album cover features the logo of the band and was designed by Chali 2na, a graffiti artist and one of the four MCs in the band with music coming from Cut Chemist and DJ Numark. I first heard this on cassette on my old pal’s car stereo on the way to a gig we were DJing at in Belfast. It was like nothing I’d heard before. It had funk loops that made it impossible to not nod your head and vocal performances that played off each other and combined for infectious choruses that made you happy. This was released amidst the boom of gangster rap and offered a nostalgic funk-filled return to hip-hop’s roots.


UNKLE
Psyence Fiction (1998)

A second outing for DJ Shadow, drafted in to work on the UNKLE album and another mention for Mo’ Wax. Featuring the iconic artwork of Futura, an American street art legend and a pioneering graffiti artist, the gatefold edition is still a stand-out release. The gatefold opens up to reveal little booklets fixed inside that feature different artwork by Futura featuring his signature alien Pointmen, who look like they have landed on Earth from the world the music came from. It has all the Shadow hallmarks of samples, cuts and that cinematic feel but features vocal performances from the likes of Mike D, Richard Ashcroft and Thom Yorke.


Divine Styler
Def Mask (2014)

Divine Styler doesn’t make many albums, but when they come around they are worth the wait. Def Mask, released on Gamma Proforma in 2014, followed the label’s consistent approach of matching underground music and art. This time out Will Barras takes the reins with a dystopian-themed limited edition gatefold. Barras’ work is always full of intrigue. He builds worlds full of depth, drama and characters that draw you in. You can’t help but wonder what is going on in each scene. They are static moments, yet full of movement, revealing a moment from stories that you yearn to dive into. In this case, the artwork perfectly reflects the science fiction laden vocals and production.

Art of the Album is a regular feature looking at the craft of album-cover design. If you’d like to write for the series, or learn more about our Clio Music program, please get in touch.

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With the Masses Increasingly Craving Shared Experiences, Cinema's Not Dead Yet https://musebyclios.com/film-tv/masses-increasingly-craving-shared-experiences-cinemas-not-dead-yet/?utm_source=rss&utm_medium=rss&utm_campaign=with-the-masses-increasingly-craving-shared-experiences-cinemas-not-dead-yet https://musebyclios.com/film-tv/masses-increasingly-craving-shared-experiences-cinemas-not-dead-yet/#respond Tue, 30 May 2023 09:00:00 +0000 https://musebyclios.com/uncategorized/with-the-masses-increasingly-craving-shared-experiences-cinemas-not-dead-yet/ Super Mario Bros has grossed over $1.2 billion at the global box office so far.  There are many reasons for the success of the movie, few of which I will be addressing here. But its popularity shows that the long purported death of cinema may be far off yet.  We have seen countless images of […]

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people in cinema seats

Super Mario Bros has grossed over $1.2 billion at the global box office so far. 

There are many reasons for the success of the movie, few of which I will be addressing here. But its popularity shows that the long purported death of cinema may be far off yet. 

We have seen countless images of empty theater seats over the last decade. Headlines have declared movie palaces dead, slain by streaming services. But I believe we are seeing not the end of an era, but rather a change of context.

The quality of writing and production in television has shown generational improvement, with the likes of Mad Men, Succession and Breaking Bad transcending traditional forms of network storytelling. But watching TV and streaming movies is still a relatively disposable experience. 

Conversely, sharing time and space with folks who have all chosen to leave their homes and buy a ticket to the same movie transports us to another realm. Such shared experience becomes, in the words of Quentin Tarantino, an “indelible snapshot” in the memory.

There’s been much talk of Top Gun: Maverick and Tom Cruise almost single-handedly saving cinema in 2022. Cinemark CEO Sean Gamble and Atlas Cinemas vice president Gabriel Saluan both credited the surprise smash hit with luring back audiences en masse. However, word-of-mouth sensations like Oscar-winning Everything, Everywhere All at Once also elevated interest and boosted diversity.

Though worlds apart in themes and tone, these films created unifying, shared emotive experiences for live audiences. They felt especially potent in a post-lockdown world.

Each took different approaches to put butts in seats. For Maverick, Paramount harnessed large-scale traditional advertising, while A24 leveraged cultural moments and grassroots buzz for Everything, Everywhere. Maverick also leaned into TikTok, with #TopGunMaverick racking up 3.6 billion views, suggesting that the platform could play a big role in driving future box-office bonanzas.

TikTok becomes even more of a linchpin through its recent collaboration with Screenvision. This move aims to capitalize on the high level of immersion cinema offers to brands. We’re talking about theater audiences paying 75 percent active attention to ads, plus 100 percent viewability—numbers considerably higher than TV and digital platforms

“Now more than ever, our Upfront presents the opportunity to emphasize cinema’s empathic comeback alongside the year’s spectacular slate of upcoming films,” says Screenvision CRO Christine Martino.

Historically the two core ingredients of going to the movies have been: access to exclusive content and the cinema experience itself. Streaming’s ubiquity has made the former more challenging, so the latter will continue to gain traction, helping to ensure that the silver screen survives.

With big releases like Barbie, Oppenheimer, The Flash and Mission Impossible: Dead Reckoning in the pipeline, it’s safe to say that people will be getting off their sofas to munch popcorn in big dark rooms a while longer.

Sure, you could turn off the lights in your living room and nibble on a snack. But In the words of filmmaker and activist Michael Moore: “The movie theater is never going away. If that was the case why are there still restaurants? People still have kitchens at home.”

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Slave to the Algorithm: Have We Killed the Artist? https://musebyclios.com/digital-data/slave-algorithm-have-we-killed-artist/?utm_source=rss&utm_medium=rss&utm_campaign=slave-to-the-algorithm-have-we-killed-the-artist https://musebyclios.com/digital-data/slave-algorithm-have-we-killed-artist/#respond Mon, 13 Mar 2023 10:00:00 +0000 https://musebyclios.com/uncategorized/slave-to-the-algorithm-have-we-killed-the-artist/ Today’s world is all about numbers, numbers and more numbers. As data comes to rule our perception and shape our values, it increasingly fragments the beauty that lies in the intangible, the unquantifiable, the essence that makes us human. Looking through the lens of soccer, music and film, we can see the full effects. In […]

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algorithm

Today’s world is all about numbers, numbers and more numbers.

As data comes to rule our perception and shape our values, it increasingly fragments the beauty that lies in the intangible, the unquantifiable, the essence that makes us human. Looking through the lens of soccer, music and film, we can see the full effects.

In soccer, the demands of today’s game have replaced artists with athletes. The result? A game where fewer players make moves on their own. Systems have taken over, dictating a hyper-efficient efficient style of play, with  more control in the hands of managers.

There are benefits to this, as competition increases and the gap between bigger and smaller teams begins to narrow. The Premier League and recent FIFA World Cup serve as examples. But is it worth the sacrifice? While systems winnow out mediocre players, elite performers are are now few and far between.

You see fans judging players on Twitter based on their scoring stats. But this ultimately ignores the greats whose contributions can’t be so easily quantified, players who are artists on the pitch. Take Andrés Iniesta, arguably a Mount Rushmore contender for midfielders and a big contributor to Barcelona and Spain’s most successful era. Iniesta won’t go down as one of the greatest scorers, but few players can match his overall impact.

Teams are being trained to play within a system, shrinking the window for up-and-comers to express their imagination and perform outside the box. Cesc Fabregas, one of the greats, recently pointed out, “All the coaches now talk about the pattern of play. I’m not against it at all… But special talent is dying because of it. From a very young age, boys are being told what to do. Before there were positions but you could move more. These things are being lost.”

The same basic principle applies to music, an industry dominated by streams and sales, leading to less space for niche artists. Numbers don’t reflect quality, but they dictate label rosters and playlists. The result? An era of projects that have less replay value. No wonder the indie scene is seeing a resurgence. We’ve also seen artists take risks in order to evolve their sound, as with Lil Yachty’s latest album “Let’s Start Here,” where he explores an experimental psych-rock vibe.

Artists are pressured to constantly feed TikTok. Some musicians have spoken against this, with FKA Twigs, Charli XCX and Halsey calling out their labels.

Then there’s the film industry. We live in an era where familiar action formulas receive big budgets as they promise the best box-office. The result? Fewer nuanced, thought-provoking features that encourage deep reflection. This has, however, led to streaming platforms grabbing market share, as independent houses like A24 offer less homogenous fare and spike in popularity. 

So, there’s an upside, with renewed exploration beyond the conventional. In search of something different, consumers look to the global horizon, seeking entertainment and diversion from fresh sources.

Grassroots soccer, youth teams and the women’s game have gained popularity. In music, previously staid listeners groove to Afrobeat, Amapiano and Latin American sounds. As for film, regions like Korea and Spain are enjoying a renaissance. Films like Everything Everywhere All At Once—which might have languished in obscurity a few years back—attract fans and kudos worldwide.

Perhaps In our search for rich entertainment, we’re growing to understand that our horizons shouldn’t have been so narrow in the first place.

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Taking a Page From Donald Glover's Playbook During Covid-19 https://musebyclios.com/music/taking-page-donald-glovers-playbook-during-covid-19/?utm_source=rss&utm_medium=rss&utm_campaign=taking-a-page-from-donald-glovers-playbook-during-covid-19 https://musebyclios.com/music/taking-page-donald-glovers-playbook-during-covid-19/#respond Mon, 04 May 2020 11:45:00 +0000 https://musebyclios.com/uncategorized/taking-a-page-from-donald-glovers-playbook-during-covid-19/ “A place that evolves and reacts to culture.” This was part of the description Donald Glover gave to Vanity Fair in 2018 when discussing the return of Pharos, his immersive multi-sensory concert experience, as a further extension of his world—a world that blurs the lines between disciplines, channels and genres. Since dominating multiple strands of […]

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“A place that evolves and reacts to culture.”

This was part of the description Donald Glover gave to Vanity Fair in 2018 when discussing the return of Pharos, his immersive multi-sensory concert experience, as a further extension of his world—a world that blurs the lines between disciplines, channels and genres.

Since dominating multiple strands of pop culture in early 2018, Glover has never been far from connecting through culture at the right times and in the right ways. His global smash “This Is America” resulted in 655 million views on YouTube, and probably as many column inches. More recently, his Covid-19 release 3.15.20 proved to be a slower, deeper, sensory experience that’s in tune with what’s needed by a world in self-isolation. It goes to show how the multi-hyphenate artist is always, as he himself says, “dancing with the audience.”

This is Glover-speak for identifying what his audience wants and needs: “You’re playing off the vibes, wavelengths, the algorithms that your audience is giving you.” And this is key to where we find ourselves during the global crisis. Covid-19 hasn’t changed who we communicate with. But it has changed how we communicate. Like Glover, we need to create content and experiences that act as a device to travel back through culture, while still putting the audience at the heart. Still dancing with them.

This is something that we, as an industry, constantly need to inform our thinking: Who are we talking to? How do they want to be spoken to? And where do we speak to them? The audience is constantly giving off algorithms and responses. And we need to take that insight and information to ensure we’re giving them what they want.

Right now, we aren’t physically able to connect with our audiences. So how do we ensure we’re using alternative channels while also continuing to blur the lines between our own disciplines? During this extraordinary time, as we look to adapt and innovate at speed, we need brand experiences to pivot into content, events to merge with broadcast, and OOH to lean into social. And this is where we can draw inspiration from how Glover has built his world.

Whether as writer, comedian and actor Donald Glover, or as global music artist Childish Gambino, he is an artist who blurs the lines between art forms and even his own persona to build a truly multimedia offering. One moment, he’s breaking the fourth wall and blurring the lines between performance and performer by wearing the same clothes IRL as his 2013 Because the Internet music videos. The next, he’s combining CG set design, motion capture, VR, apps and a stunning IRL performance in the desert to create his Pharos concerts. This shows us how Glover is constantly challenging what consistency in an artist—or brand—should look like.

In my opinion, there are many ways to experience a brand, whether it’s in the room or on the screen. But knowing what your audience wants and needs gives you the confidence and creative bravery that’s needed to grow the world of a brand, to explore how it lives in a way that is true to them.

So as Covid-19 continues to paint our industry into new and challenging corners, we’d do well to take a leaf out of Glover’s playbook by embracing creativity, blurring the lines, and building worlds for brands to populate … creating opportunities to dance with our audiences once again.

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What Would Universal Basic Income Mean for Brands? https://musebyclios.com/musings/what-would-universal-basic-income-mean-brands/?utm_source=rss&utm_medium=rss&utm_campaign=what-would-universal-basic-income-mean-for-brands https://musebyclios.com/musings/what-would-universal-basic-income-mean-brands/#respond Mon, 11 Feb 2019 14:52:40 +0000 https://musebyclios.com/uncategorized/what-would-universal-basic-income-mean-for-brands/ Question: What do modern-day Iron Man Elon Musk, conservative president Ronald Reagan and Nobel Prize-winning economist Angus Deaton all have in common? The beginning of a bad joke? Or a relationship to an economic idea as divisive as it is unifying?  Answer: The latter. All were fierce advocates of Universal Basic Income (UBI) as a […]

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Question: What do modern-day Iron Man Elon Musk, conservative president Ronald Reagan and Nobel Prize-winning economist Angus Deaton all have in common?

The beginning of a bad joke? Or a relationship to an economic idea as divisive as it is unifying? 

Answer: The latter. All were fierce advocates of Universal Basic Income (UBI) as a healing balm to an economy where A.I. and automation could take one-third of all jobs by 2030—a time when brands face an uncertain future. 

UBI was proposed as a way to reduce the poverty gap and stimulate the economy by giving every citizen a regular sum of money regardless of income, resources or employment status. Small trials have successfully run in the past (GiveDirectly’s 12-year Kenyan trial, Ontario and Madhya Pradesh’s basic income pilots, the Alaska Permanent Fund and so on), and the tiny Himalayan state of Sikkim in India will be the first to implement UBI to its 611,000 residents by 2022. 

Regardless of how you feel about UBI, what would a future with it mean for brands and the way we spend? 

The psychology of spending (and common sense) dictates that the way we see “free money” changes the way we think about purchasing, value and brands. 

Currently, whether you are a white- or blue-collar worker, choosing products based primarily on value is becoming more and more socially acceptable. In fact, in the era of Amazon, Aldi and Costco, there’s a desirable savviness to making certain purchases based on price rather than brand. 

Years of economic downturn have spawned a generation of make-your-own-ers and repurposers. We’re discovering there’s magic to creating, salvaging and minimizing, rather than purchasing. And armed with newfound knowledge, we’re looking beyond labels to see what is actually in the things we buy. 

This consumer mind-set is also driving the brandlessness trend, where people who can afford to purchase brands choose not to, focusing instead on ingredients over packaging; product over name. 

But when we do spend on brands, we hold them to a higher standard—whether ethically, environmentally or socially. This can inevitably only hike prices up, making it harder to reconcile responsibility and affordability, two trends that seem to conflict. 

But in a future where the first $1,000 of your income every month is “free,” the situation changes significantly. If spending power becomes more democratized at a time when people want to make more responsible purchasing decisions across the board, marketers’ focus could shift from value to values. And brands would be forgiven for raising the prices of products to meet these demands for purpose. 

If you could make meaningful environmental, ethical or societal change with every purchase of a particular brand, even if it cost a lot more than your Aldi counterpart, odds are that, with your “free” money, you would. It’s human nature to seek balance with something as vilified as the consumerist lifestyle.

Trials show that UBI gives people a renewed sense of hope and accountability for the future, while evening out disposable income. This is a magic formula when it comes to tackling significant societal and environmental issues. Of course, the further you get from subsistence, the easier it is to think of others (and a growing body of science points to how essential friends, family and community are to physical and mental well-being).

So rather than being a short-lived marketing bandwagon, perhaps “purpose” is here to stay. In fact, purpose-driven brands may well be the only ones to survive a future where the retail landscape is completely revitalized, with responsibility at its core. Brands could become changemakers in a world where policy is left not only to governments, but made, one purchase at a time, through brand allegiance.

UBI could prove to be a strong brand ally and a key driver for the positive change we so desperately need to see in this world. I for one would love to see every brand held accountable for the cost benefit of their existence, granting every person the choice of which brand, cause and future they want to support.

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