If the 2013 Christmas season is an indicator, Australian consumers are feeling pretty confident, spending more with retailers and restaurants than they have in quite a while.
Companies who held back spending waiting for the 2013 election are again investing in people, with a lift in jobs creation bringing 21,000 new jobs in October and November alone.
We’re optimistic about 2014 and we see a trend toward reshaping employee and customer value propositions as well as engaging people in a strong brand story. Differentiation will be the key as companies break away from ‘playing it safe’ and have the confidence to be bold and loud.
Storytelling will continue to be prominent in the suite of engagement genres, delivered in a range of traditional and emerging media.
People have devices that encourage instant sharing of personal stories and commenting on others, adding to the richness of them. They also want to consume information and learn through play, with their devices opening up a world of game-driven learning and recognition opportunities at both work and home.
Leader authenticity is as crucial as ever. Their communication will involve more listening, more social networking and more responsiveness to employees, shareholders and communities. People want clearer alignment to values and are increasingly turning their focus toward those companies acting responsibly and delivering what is promised.
Shaping and crafting stories is an art we’ve perfected over the years; it’s our passion and pride. We’re writing the outline of a great 2014 story and look forward to bringing it to life through our client work.
What story are you writing?