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HOW TO COMMUNICATE COMPANY‘S MYTHICAL PURPOSE AND WHERE TO FIND IT? – PRAM Consulting s.r.o.
It also leads to conversations
in areas that can be considered
as basic human rights:
• health equity,
• equality in technology,
• financial equality,
• transport equity,
• environmental equity,
• food equality, and
• housing equality.
2. Women
Empowerment:
In 2022, Dictionary.com has
chosen “woman” as its word of
the year. Many global events
have focused on women, both
positive and negative. We’ve
seen brands make a significant
impact, while promoting the
well-being of women and
improving relationships across
dierent sectors. Nearly half
a century after International
Women’s Year (1975), gender
issues continue to draw
attention.
3. LGBTQ+ Pride:
It’s not unusual to see rainbow
logos every June, but in 2022
and 2023, we saw more
brands – trying to be better
allies all year round – giving
back and getting involved
with organizations that make
a dierence and support the
LGBTQ+ community.
Drawing lessons from best
practice in 2023, we expect
the following four topics of
purpose-driven campaigns
will remain strong globally
in 2024:
1. Diversity, Equity,
Inclusion, DEI:
For consumers, representation
is important. They want
their lives to be reflected in
marketing messages and look
forward to discovering brands
that align with their values.
It is consumer demand that
drives brands to put DEI at the
forefront of their marketing
strategies.
Diversity
Equity
Inclusion
LGBTQ+
Women
Empower-
ment