The Three “Be” Themes Used By Today's Businesses

Today's businesses operate in a fast changing world and one within which they have increased accountability to their stakeholders, such as customers, local communities, employees and the media. The days of strictly controlled corporate public relations and marketing have surely passed by and now the social media allows more scrutiny and cricitism of the biggest brands. I feel there are three "be..." Themes that have been increasingly adopted by the vast majority of corporations today all are friendly, fun or caring images to portray to these stakeholders, to make them appear more down to earth and in touch with reality.

1. Be lighthearted and use childish humorous

This is being taken to new heights in recent years. The straight forward self explanatory advertisements have gone, and in its place has come humorous brand values, and content. It seems to have largely come from new young brands that have encouraged fun in their marketing communications, such as Innocent Drinks, but it has impacted on even the most straight laced of corporations too.

Although humour in marketing is certainly nothing new but the way it is now being used in every official and unofficial communication with audiences in this rather silly "immature" fashion is something I feel has really emerged over the past few years. It seems to have seeped into the culture of company's communications almost unconsciously.

2. Be a little more culturally aware

This is another theme that is increasingly being seen. On my way back to London from Rome recently I saw a sign in the airport Cafe in Chinese only stating "hot water provided free here" a good bit of culture knowledge, as Chinese habitually choose hot drinks and food in their diet, and snub cold snacks. The selling of Halal meat is a common theme too, labelling on products in British supermarkets is increasingly common in respect to Muslims beliefs on how meat they eat is slaughtered, although it has been a controversial topic too, as some non-muslims do not approve of this method of animal slaughtering.

Cultural awareness is demanded more and more by the diverse range of customers businesses seek to satisfy and the businesses in turn who are realising the profit potential too, are more than happy to oblige.

3. Be environmentally friendly

Every business no matter it's size, whether international, national or local seem to be picking up the importance of being "seen" as environmentally friendly. I recently jested on my Facebook about WHSmiths charging a penny for a bag, then giving a generous amount of receipts and offer to each customer which has been going on for many a year! But there are some serious attempts. For instance companies using biodegradable bags in an attempt to use less paper, such as puma recently instead of using cardboard boxes for their trainers.

Starbucks came up with the idea of using their recyclable plastic cup and offering discounts for customers who brought their own cups to their stores. Although there will always be cynics who say they don't do enough, and the demand for more environmentally concepts continue. Nevertheless it is a theme which is increasingly prevalent today.