Interviews, insight & analysis on digital media & marketing

Why brands must focus on consumer individuality to emerge stronger from COVID-19

Agencies and brands need to refocus on understanding their customers’ individuality as we emerge from the pandemic, according to Sarah Baumann, MD at Vayner Media London.

Everyone likes a different flavour of ice cream and the same is true of human behaviour yet the traditional marketing model seeks to whip up the biggest, most fancy serving of vanilla even through what people wanted was chocolate or blueberry,” she said. “As we come out of Covid, there is no excuse not to come out with a bigger understanding of people’s individuality.”

She was speaking at this month’s The 99//Club Digital Festival and in the video below discusses how to scale ideas while respecting consumers’ individuality and the need for authenticity when communication the different cohorts that make up Gen Z.

NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.