‘I want it all, and I want it now’

When Freddie Mercury stood there in his tight, leaving nothing to the imagination trousers and feathered jacket screaming about wanting it all, he was basically predicting the future. He knew. We always knew the man was revolutionary, but he knew that the generation that was about to come out of the drunken mistakes of the 70s would want everything, day or night.

Which leads us to the screaming demands of today’s consumers who want to access entertainment, food and drink around the clock. The world is changing dramatically and the way we live, operate, eat and consume has changed dramatically. No one is going home at seven o’clock to sit around one television set and go to bed by ten. Realistically, we’re still in the office at seven and we’re meeting our friends at nine, to grab a table at ten to go for after dinner drinks at twelve and this is just a Wednesday. Add in the night tube, Deliveroo and Uber, and it’s easy to get around and access late night venues.

So naturally because the world changes, it’s up to brands to change and adapt with the world, except traditionally they haven’t been very good at that.

Brands like to cling to the past

Not all brands are guilty of this, but many are. Logos are associated with tradition and change is scary. But in a world that has changed so dramatically from even five years ago, it’s obvious that brands can’t afford to stay the same. They’re fighting for survival here and it’s up to the agencies that work with them to guide them through those changes.

Understand the world

Connecting a brand with an audience comes down to understanding your audience. It’s advertising 101. Something Pepsi widely misjudged, but let’s not even go down that rabbit hole. The point is, if you want to talk to a group of individuals, learn how they operate and where they get their kicks. Once upon a time the only options for the majority were getting pissed down the local pub and then hitting the nightclubs before grabbing some cheesy chips and a dirty donor on your way home. Which is not to say there’s anything wrong with a dirty donor, there absolutely isn’t, but that scene isn’t for everyone. Now we have tea houses open until 1am so you can sit around drinking battenberg flavour rooibos while playing scrabble. Or people prefer to do their drinking during the day at festivals or in the park. And food has become way more important and we’re all busy finding popups and food markets and good restaurants, because a donor and chips no longer cuts it.

Have no fear

While it seems like a scary time for brands, it’s actually a wonderful opportunity. The world is opening up which means capitalism is doing its thing, but it also means we’re spending more time drinking and eating and engaging with brands. The statistics show that the melding of day and night economies is only set to rise massively and it’s now a case of losing your business and becoming a dinosaur, or evolving with the world.

It’s time for brands to start thinking about how they make themselves available around the clock, and how they fit into the lives of consumers today, and any agency working with brands should be leading this charge, day or night.

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