The low & no generation
Sir, Young abstemious consumers already pose a challenge to alcohol brands. And now new Young Blood research showing how youth drinking cultures vary wildly according to region is creating an added complication for the sector.
For today’s young adults, it’s more about discovery, provenance and new experiences than binge drinking their way through the weekend. So for alcohol marketers, the fact that a one-size-fits-all strategy no longer works means their jobs just got even harder. But for those prepared to finely-tune campaigns to local nuances, big rewards lay in wait.
Bexy Cameron, head of insight, Amplify
Amazon’s UK plans
Sir, Amazon’s UK expansion plans are a further sign of its growing power and confidence. While there is no doubt they have plans to be a big part of our future, it’s unclear how welcome that is amongst the public right now. It would appear that there is a broadly felt confidence crisis around big tech. In our recently published brand potential study, the FutureBrand Index, Amazon dropped out of the top 20 for the first time with noticeable declines in perception of the brand’s thought leadership, innovation, trust, consistency and seamlessness.
These findings are in line with broader questions around the technology sector’s ability to not just keep changing our lives but to instead be changing them for the better.
Jon Tipple, chief strategy officer, worldwide, FutureBrand
Welcome the plastic bans
Sir, The government consultation on banning plastic straws by 2020 to reduce pollution should ultimately be welcomed.
Whilst retailers and manufacturers are a key part of the solution, effective legislation is crucial to drive change. Open and honest conversations about the life cycle of our products are also an important step.
The government’s acknowledgement of the environmental effects of single-use plastics should be commended but it will take commitment and action from consumers, manufacturers, waste management companies, local authorities and the government to find effective solutions.
Stephen Cameron, business development director, SWRnewstar
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