We live in uncertain times.

An unstable world order that swirls around us with a nuclear powered North Korea, Russian interference in our democracy and terrorism on the rise, people are walking around with an uneasy feeling about the future. Will algorithms become our boss? And where does the responsibility lie for some of the bile spouted on social media and disturbing content on YouTube? And whether you are a fan of the current administration or not, political vitriol is at an all time high. Add to that the revelations of the #metoo movement and there is a powerful disruption in cultural norms.

So, how is a marketer expected to thrive in such uncertain times?

Technology and big data are certainly a starting point. Each is a powerful tool that can help us get closer to customers, intercept them at their point of need and in some cases even predict that need before it happens. Certainly we have come a long way from the days of spray and pray. But getting in front of them is only half the battle.

People need reassurance. They need brands to understand the complexity of their world and don’t complicate it further. Brands that understand and resonate with core human values and needs such as the desire for community and human interaction have a better chance at creating a true connection. Businesses that recognize the value of the customer and embrace more human-centric qualities in their approach by prioritizing sincerity and fairness and respond with agility to changing demands will prosper over those who don’t. Inflated claims and ill-judged alignments to broader causes in a bid to demonstrate brand purpose in the manner of last year’s major fail, the Pepsi ad with Kendall Jenner, will be called out by consumers that expect better. If brands are going to claim social purpose and join bigger conversations, they need to make sure they have the right and get it right.  Otherwise they are perhaps best advised to find a purpose that they can really live up to. 

Marketers are right to embrace technology and data as a way to understand and connect with customers. This understanding will drive relevance which in turn can drive sales. But we have to remember the human component. Brands that recognize the need for sincerity and fairness, simplicity and transparency and the complex context in which consumers absorb their messages are the ones that will succeed in the end. To put it simply, be the good guys, and people will reward you for it.