![]() ![]() ![]() We’ve woken up to what really matters - people and the planet - and we’ve turned against rabid consumerism.” Against that context, she said, “I can’t see becoming a fully fledged shopping festival in the West.”ĭespite an apparent decline in the commercialized noise associated with Women’s Day, some brands in the West still jumped on the marketing wave by showing support for women’s causes through donations, ultimately boosting their brand images. Hayley Ard, a cultural anthropologist at marketing agency Portas , told Content Commerce Insider, “Since Covid came along, we’ve seen mass introspection and re-examination of how we live and want to live. The experience of the global coronavirus pandemic over the past year has made consumers weary of superficial brand messaging. Even in China, where Women’s Day has been transformed into yet another occasion for a shopping festival, encouraging women to “treat themselves” and their loved ones to shower them with gifts, brands have started to move away from referring to the date as ”Queen’s Day” or “Goddess Day” while shifting their focus from consumption to activism.Īs a result, in 2021 Women’s Day in the West felt even quieter than in previous years, with many consumers taking to Twitter to denounce brands that pushed discount codes and promoted slogan t-shirts in their email inboxes. Hashtags alone won’t budge numbers like these.įor real change, the core messaging and practices of Women’s Day need to be implemented year-round, and brands are being forced to look beyond using March 8 as a shallow marketing opportunity. Two examples from labor: In December 2020 alone, women in the United States lost 156,000 jobs, while men gained 16,000 overall, and in Europe, a woman’s median net worth is 62% that of a man’s. But more than a century later, the original impetus behind Women’s Day is still with us, as true gender equality has yet to be achieved in any nation. When International Women’s Day got started back in 1911, there was no internet, or the seemingly endlessly rehashed slogans like #pressforprogress or #balanceforbetter. Your input has been critical in helping us constantly improve and evolve over the past year, and we look forward to only building upon our strengths in the months and years to come. Thank you for the trust you’ve placed in CCI and for the valuable feedback you’ve provided our team since launch. We will shift from sending the newsletter three times a week to two, with a China focus on Tuesdays and a global emphasis on Fridays. We will continue to analyze trends and developments in content commerce, but starting next week this content will be published on the Jing Daily website and delivered to readers via the Jing Daily Content Commerce Edition newsletter.Īs a current CCI subscriber, you’ll continue to receive our newsletter, which will have a refreshed, streamlined design and upgraded content. Now, we are pleased to announce that CCI will join our sister publication Jing Daily. The speed with which global content commerce has evolved over the past year has been stunning, driven by a worldwide pandemic that has forced brands to reevaluate how they reach consumers and keep them engaged. Since our launch in February 2020, Content Commerce Insider has sought to provide a window into how brands create content to drive revenue, highlighting strategies that include brand films, sponsorships, collaborations, e-commerce initiatives, and more. ![]()
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