Wiena Lin, transmedia artist and creative director of experience design, spoke about the business value of being socially conscious in her InfoComm 2020 session.
“During the pandemic, advertisers are reevaluating mediums to meet audiences where they are,” she says. “Formerly, like-minded crowds would gather in large spaces at public venues, where at-home experiences would have been secondary. Consumers are now spending more time at home than ever.”
New technology allows people to have a highly-personalized interaction, and as any integrator who has designed a multi-sensory experience knows, adding layers of interaction to multi-sensory experiences can make them more memorable.
Customers are demanding more from businesses then ever before, all while global economies are shifting back to circular, local economies.
This means integration businesses won’t be amplifying just large brands’ messaging, but those of smaller, emerging ones, too.
New niche audiences and online tribes will surface as advocates for brands.
“Brands only focused on selling product are losing traction in a time when customers are wrapped up in very real world issues,” Lin says.
“Consumer engagement works best where consumer participation feels like a ‘win’ – whether that’s through interaction with digital touch point, consuming a product that gives back to a community, etc.”
“Experience design based around social good has the ability to change mindsets and gains organic amplification for brands. Contributing to social good has the ROI of long-term relevance.”
How can your brand give back? Make it personal
In an ideal world, you wouldn’t be giving back to your community just for the sake of doing better business. But no matter your motivations, there are ways of staying socially conscious as an integration business that come off as more earnest.
Check out these integration firms who have taken a very personal approach to philanthropy.
