Moon March

The market is changing, but advertising agencies are struggling to keep up. Their traditional models are built to boost demand and further consumerism. Meanwhile, research has highlighted that 91% of Millennial consumers are likely to switch to a brand that is associated with a cause, and 73% of global Millennials are willing to pay more for sustainable offerings. In light of this drastic shift in the market, some agencies look to co-opt historic social causes or mask their mediocre products with a PR campaign, while others focus on the mission and forget about the product, or vice versa. At this stage, it is imperative for a new context of thinking to be embraced to meet the needs of the new generation of brands.