Equality on the marketing agenda
Nishma Robb (Brand and reputation marketing director, Google U.K.)
Global search interest in the term ‘Black-owned business’ surged in mid-2020 as the Black Lives Matter movement gained further international attention and recognition. It was a powerful indication that people are seeking to drive change, not just through campaigning but in the decisions they make as consumers.
The conversation on racial equality has undoubtedly advanced in 2020, but in 2021 people will expect more of brands than just speaking up. Businesses will need to take an increasingly proactive approach — and empower consumers to do the same. Consumers are shopping more mindfully, and they hold power in where and how they spend their money. If brands don’t meet their expectations, then they could be at risk.
For example, we’re addressing these important issues through economic empowerment — from our fund for Black-owned businesses to closing the skills gap through Google Digital Garage.
It is the role of marketers to ensure equality is on the agenda. This includes fostering a diverse environment internally and being mindful of how you approach your campaigns.
A new era of data ethics
Matt Brittin – President EMEA business & Operations Google.
If there is one thing we have learnt this year, it’s that online tools have been a real lifeline. As more people go online, protecting their privacy and data is even more critical. People expect brands to safeguard their data and be clear about how they are using it, and what they are offering in return.
The industry is adapting to meet people’s needs, and in 2021 the conversation surrounding data ethics will turn into action for many brands. The entire digital ecosystem only functions if people can trust it. Data ethics is a process of choosing to do what’s right for people, rather than just a base level of compliance. This is a complex topic but companies care about it and want to get it right. At Google, we think about data ethics as a series of principles that inform everything we do.
A recent survey of Google clients in EMEA showed the vast majority are now holding discussions about data ethics at a leadership level. One in five say they have established a privacy centre of excellence — a senior team focused on data privacy — that has prepared them for regulatory change.
Credits:
https://www.thinkwithgoogle.com/