WTC-在社会意识提高的时代进行营销-人工智能有何帮助（英）-2022-17页_4mb

Summary of "Marketing in an Era of Heightened Social Awareness"

Core Content

This document explores the evolving landscape of marketing in a world where social awareness is at an all-time high. It emphasizes the growing importance of Inclusion, Equity, and Diversity (IE&D) in brand strategies and how brands must adapt to meet the expectations of diverse and socially conscious audiences. With the rise of cancel culture and social media activism, brands are no longer just judged by their public statements but by their operational practices, employee diversity, and content representation.

The report highlights that historically marginalized communities now represent a significant portion of the global consumer base, and their spending power and influence are increasing. Brands that fail to address these concerns risk reputational damage, public shaming, and long-term loss of market share. The need for transparency and accountability has become a critical component of modern marketing.

Main Points

• Social Awareness is a Driving Force: Consumers, especially younger generations like Gen Z, demand that brands reflect their values and represent diverse identities in marketing content. Brands that do not align with these values risk losing relevance and trust.

• Market Opportunity: The IE&D market is vast and growing, with significant spending power from communities such as the disabled, LGBTQIA+, and ethnic minorities. Brands that engage with these groups can tap into new revenue streams.

• Content Challenges: Brands are producing massive amounts of content to deliver personalized experiences, which increases the risk of misrepresentation and non-inclusive messaging. This has led to the rise of greenwashing, diversity-washing, and tone-deaf marketing.

• Role of AI in Marketing: AI and machine learning are becoming essential tools in managing content at scale. They help ensure compliance with IE&D standards, improve accessibility, and enhance the speed and consistency of content reviews.

Key Information

• Market Statistics:

  • The LGBTQIA+ community has a global spending power of $3.9 trillion.
  • Disability community represents 15% of the world's population and has $13 trillion in disposable income and related spending.
  • Gen Z consumers prefer brands that are inclusive and reflect their values, with 76% preferring brands that accept a range of identities.

• Current Technology Landscape:

  • 63% of enterprise marketing tech stacks include Content Management Systems (CMS).
  • 56% of businesses use AI in content management, primarily for regulatory compliance, content recommendations, and asset renditions.
  • AI is used for accessibility assurance, with 70% of businesses planning to use it more in the future.

• Brand Guardian: An AI Solution:

  • A platform developed by Wunderman Thompson to ensure IE&D compliance across marketing content.
  • It uses computer vision and machine learning to analyze images, videos, and text against IE&D rules.
  • It automates content review, speeds up approvals, and reduces production lead times by up to 20%.

AI in Inclusive Content Strategy

• Inclusive Content Strategy is now essential for brands to remain relevant and avoid backlash.

• AI helps in:

  • Accessibility checks (legibility, contrast, spacing).
  • Equal representation across genders, ages, ethnicities, and disabilities.
  • Inclusive language (avoiding stereotypes and sensitive terminology).
  • Non-stereotypical portrayal of people in marketing content.

• Human + AI Collaboration is key. AI can assist in content review, but diverse teams are necessary to train the tools and ensure they reflect a broad range of perspectives.

Success Stories

• A global energy provider used Brand Guardian to identify overrepresentation of young, white males and lack of disability representation in its social media content.
• A multinational technology company leveraged Brand Guardian to audit internal content for diversity, improving asset selection and internal audience engagement.

Conclusion

• Brands must ensure their content is inclusive, equitable, and diverse to meet consumer expectations and avoid reputational damage.
• Brand Guardian helps brands scale their inclusive content strategies, reduce costs, and enhance efficiency.
• The future of marketing is increasingly driven by personalization, omnichannel strategies, and AI-driven content assurance, making tools like Brand Guardian essential for brand success.

About Wunderman Thompson Technology

• Wunderman Thompson Technology is a global leader in digital transformation and marketing technology.
• They provide end-to-end solutions across customer acquisition, customer experience, and commerce.
• With a global network of technologists, they help brands build and manage complex tech ecosystems.

Contact Information

• For more information on Brand Guardian or to request a demo, contact: obg@wundermanthompson.com.
• Visit: wundermanthompson.com or follow on LinkedIn, Twitter, Facebook, and Instagram.

References

• United States Census Bureau (2021)
• Guttmann, A./Statista (March 24, 2021)
• World Bank/World Health Organization (December 14, 2011)
• Donovan, R./Return on Disability (September 1, 2020)
• LGBT Capital (2019)
• The Female Quotient/Google/lpsos (November 26, 2019)
• Wunderman Thompson Intelligence (December 1, 2020)
• United Nations Department of Economic and Social Affairs, Population Division (2019)
• Nielsen (October 14, 2019)
• Barclays (June 27, 2019)

Summary of Key Figures

• $61% of US consumers think diversity in advertising is important.
• 13.4% of the US population is Black or African American.
• 6.6% of the advertising and PR industry in the US is Black or African American.
• $4.9 trillion is the spending power of African American, Asian American, Native American, and LatinX consumers in the US.
• 77% of global population growth by 2050 will come from sub-Saharan Africa and Central and Southern Asia.
• 89% of daily household purchases are controlled by women.
• 71% of LGBTQIA+ consumers are more likely to interact with ads that authentically represent their identity.
• 34% of consumers consider accessible content their top priority for online experiences.
• 50% of content teams consider AI useful for accessibility assurance.
• 70% of businesses plan to use AI for accessibility in the future.
• Brand Guardian can check assets in 1.8 seconds and saves up to 50% of effort compared to manual processes.
• It can reduce production lead times by up to 20%.

Final Note

• Brands must walk the talk and ensure that their content, language, and imagery align with their values and commitments.
• AI is becoming a mainstay in content assurance, enabling brands to scale inclusivity efforts effectively.