Leveraging strong relationships with consumers
The Edelman trust barometer finds that businesses are trusted ahead of organizations, government and traditional media. And research suggests that major brands—including Nike, Colgate-Palmolive and Nestlé—are helping fill a cultural trust gap by building out content capabilities. Brand journalism is likely to strengthen the relationship between consumers and brands.
Unpacking complex topics
With subject matter experts who have deep knowledge and real-world experience relevant to their brand and culture, brands are uniquely positioned to take on complex topics. Many financial services providers, for instance, have tackled financial literacy, college savings, investment strategies and small business management with easy-to-understand and visually engaging content.
Investing management company WealthSimple, for example, has partnered with celebrities including Drake and Ryan Reynolds to start a conversation about everyday investment strategies. And American Express launched “business class”—a weekly newsletter dedicated to small businesses.
Using resources to amplify information
Brands that weathered the pandemic are using their financial resources to create and disseminate content. Project management technology platform Basecamp, for example, publishes books on related topics, including remote work and productivity, and even landed on The New York Times Best Sellers List with “ReWork.”
Oat drink company Oatly has championed healthy eating and environmentalism with a multipronged sustainability plan, a documentary on Michigan’s Oatly Lake and a puppet show series, “The New Norm & Al Show,” to educate children on nutrition.
Adding to the overall media landscape
The strength and value of mass media has historically come from the quantity and diversity of voices producing it. In a shrinking and consolidated media landscape, adding more voices can augment that diversity.
While journalism is necessary to preserve freedom of speech and democratic access to information, the fire hose for insights is no longer limited. Brands play a valuable role in today’s information ecosystem, and they have the power to leverage earned trust to educate and guide their audiences.