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data-target="jMore-PopUp"> <span class="sb-more-testsite"></span> </a> <div id="jMore-PopUp" style="display: none;"> <div class="pop1 shadow-2"><ul class="pop1-ul"><li><a href="/Print.aspx?l=196&c=688&ct=1&ci=234925" target="_blank" rel="noindex,nofollow"><span class="sb-print-testsite"></span><span class="mui-icon-caption">Print</span></a></li><li><a href="/PDF/PDF.aspx?l=196&c=688&ct=1&ci=234925" target="_blank" rel="noindex,nofollow"><span class="sb-pdf-testsite"></span><span class="mui-icon-caption">PDF</span></a></li><li><a href="/Request/SendToEmailRedirect.aspx?ct=1&ci=234925" target="_blank" rel="noindex,nofollow"><span class="sb-email-testsite "></span><span class="mui-icon-caption">Send to a friend</span></a></li><li><a class="d-tc jxTipN d-mobile-only" data-x="mobileShare" data-url="https://www.bizcommunity.com/Article/196/688/234925.html" data-title="#BizTrends2023: Brands to create societal impact through intimacy" data-text="#BizTrends2023: Brands to create societal impact through intimacy" href="http://www.sharethis.com/share?publisher=54869764-0f12-4063-99cd-a49c07279e8a&url=https%3a%2f%2fwww.bizcommunity.com%2fArticle%2f196%2f688%2f234925.html&title=#BizTrends2023: Brands to create societal impact through intimacy&img=https%3a%2f%2fbiz-file.com%2fc%2f2301%2f683603-1200x624.png%3f3&summary=Boomtown+CEO%2c+Glen+Meier+says+making+real+societal+impact+as+a+brand+will+require+time+and+intimacy+in+2023..." target="_blank" rel="noindex,nofollow"><span class="sb-share-testsite "></span><span class="mui-icon-caption">More sharing options</span></a><a class="d-tc jxTipN d-desktop-only" data-x="popupFancybox" href="/ContentSharePopUp.aspx?cnu=https%3a%2f%2fwww.bizcommunity.com%2fArticle%2f196%2f688%2f234925.html&cnt=%23BizTrends2023%3a+Brands+to+create+societal+impact+through+intimacy" data-href="/Request/ContentSharePopUp.aspx?cnu=https%3a%2f%2fwww.bizcommunity.com%2fArticle%2f196%2f688%2f234925.html&cnt=%23BizTrends2023%3a+Brands+to+create+societal+impact+through+intimacy" target="_blank" rel="noindex,nofollow" original-title="Share Content"> <span class="sb-share-testsite "></span><span class="mui-icon-caption">More sharing options</span> </a> </li> </ul> </div> </div> </div> <script> function copyLinkToClipboard(e) { e.preventDefault(); navigator.clipboard.writeText(window.location.href); showSnackbar("Link copied to clipboard", 3000) } </script> </div></div><div class="kInstance-Summary">The world has been rebooted, the playing fields evened. Brands have the opportunity to take giant leaps forward, young challenger brands the possibility to leapfrog longer-established brands by standing for something that resonates personally with different individuals.</div><div class="kInstance-Body instance-box-mb"><div class="kContentImage kContentImage--no-alignment"><img src="https://biz-file.com/c/2301/683602.png" width="700" height="962" alt="#BizTrends2023: Brands to create societal impact through intimacy"></div><p>Within this context, making real societal impact – as a brand and as a human – in 2023 is going to require time and intimacy. Only this will bring sufficient understanding of each other, our markets, audiences, and allow us to build life-strong relationships.</p><h2>What to understand</h2></ul><h2><li> Intimacy</h2><p>Know who you’re talking to, and know how to talk with them. Getting to know your audience intimately has never been as high a priority as it is now, because what worked before may not necessarily work today.</p><p>Understand that the layers of audience personas have deepened, and so have the levels of refined targeting of these audiences on digital channels. Immerse, immerse, immerse. In trade, in people’s lives, in understanding.</li></p><div class="kInstance-Body_embed-content"><article class="CB_i " itemscope itemtype="http://schema.org/Article"><div class="CBI_image" itemprop="image"><img src="https://biz-file.com/c/2301/683501-120x120.jpg?2" data-src="https://biz-file.com/c/2301/683501-120x120.jpg?2" class="lazyload" width="120" height="120" alt="#BizTrends2023: More heart - a micro trend that will make a mega difference" loading="lazy"></div><div class="CBI_body"><h5 class="CBI_title" itemprop="headline"><a href="/Article/196/688/234823.html" >#BizTrends2023: More heart - a micro trend that will make a mega difference</a></h5><p class="content-item_attrib"><a class="jxPHOH" href="/Profile/GillianRightford" itemprop="author">Gillian Rightford</a>  9 Jan 2023<a class="m-icon m-icon_share d-mobile-only" aria-label="Share Icon" data-x="mobileShare" data-url="https://www.bizcommunity.com//Article/196/688/234823.html" data-title="#BizTrends2023: More heart - a micro trend that will make a mega difference" data-text="#BizTrends2023: More heart - a micro trend that will make a mega difference" href="http://www.sharethis.com/share?publisher=54869764-0f12-4063-99cd-a49c07279e8a&url=https%3a%2f%2fwww.bizcommunity.com%2f%2fArticle%2f196%2f688%2f234823.html&title=%23BizTrends2023%3a+Brands+to+create+societal+impact+through+intimacy&img=https%3a%2f%2fbiz-file.com%2fc%2f2301%2f683603-1200x624.png%3f3&summary=Boomtown+CEO%2c+Glen+Meier+says+making+real+societal+impact+as+a+brand+will+require+time+and+intimacy+in+2023..." target="_blank"></a><a class="m-icon m-icon_share jxTip" data-target="j-sharePopup" data-x="mobileShare:{'on':'hover','delay':0,'position':'below','transition':'none','showLoading':true}" data-url="/ContentShare.aspx?ct=1&ci=234823&ajax=1" data-title="#BizTrends2023: More heart - a micro trend that will make a mega difference" data-share-href="https://www.bizcommunity.com//Article/196/688/234823.html" href="/ContentShare.aspx?ct=1&ci=234823" target="_blank" aria-label="shareIcon"></a></p></div></article></div><h2><li>Getting personal</h2><p>People today do not want to follow a crowd. They want to know that they are unique individuals who make their own decisions and want to know that brands understand them, their needs and desires. Personalised communication goes back to the fundamentals of connecting with people through human truths - for all to feel the ‘aaaah’ moment that they can relate to. Unique engaging and talkable customer experiences and user journeys will add the next level of depth.</li></p><h2><li> Trust issues</h2><p>What and who do we really believe anymore? Is it really good for me? Was it really sustainably sourced? Marketers need to rebuild trust in brands through honesty, transparency and relationship.</p><p>People trust those brands that add true value to their lives, navigate life with them, assist them but let them make their decisions on their own terms, and who really change the world for the better. Trusted brands will win in the medium to long term despite pricing and discounting wars.</li></p><div class="kInstance-Body_embed-content"><article class="CB_i " itemscope itemtype="http://schema.org/Article"><div class="CBI_image" itemprop="image"><img src="https://biz-file.com/c/2301/683464-120x120.jpg?1" data-src="https://biz-file.com/c/2301/683464-120x120.jpg?1" class="lazyload" width="120" height="120" alt="Image supplied. C茅sar Vacchiano, president & CEO Scopen hopes permacrisis, the term that we all have had in mind for 2022, will expire soon and be substituted by permahope or another more optimistic term" loading="lazy"></div><div class="CBI_body"><h5 class="CBI_title" itemprop="headline"><a href="/Article/196/678/234888.html" >#BizTrends2023: 10 trends to take us from permacrisis to permahope</a></h5><p class="content-item_attrib"><a class="jxPHOH" href="/Profile/C茅sarVacchiano" itemprop="author">C茅sar Vacchiano</a>  10 Jan 2023<a class="m-icon m-icon_share d-mobile-only" aria-label="Share Icon" data-x="mobileShare" data-url="https://www.bizcommunity.com//Article/196/678/234888.html" data-title="#BizTrends2023: 10 trends to take us from permacrisis to permahope" data-text="#BizTrends2023: 10 trends to take us from permacrisis to permahope" href="http://www.sharethis.com/share?publisher=54869764-0f12-4063-99cd-a49c07279e8a&url=https%3a%2f%2fwww.bizcommunity.com%2f%2fArticle%2f196%2f678%2f234888.html&title=%23BizTrends2023%3a+Brands+to+create+societal+impact+through+intimacy&img=https%3a%2f%2fbiz-file.com%2fc%2f2301%2f683603-1200x624.png%3f3&summary=Boomtown+CEO%2c+Glen+Meier+says+making+real+societal+impact+as+a+brand+will+require+time+and+intimacy+in+2023..." target="_blank"></a><a class="m-icon m-icon_share jxTip" data-target="j-sharePopup" data-x="mobileShare:{'on':'hover','delay':0,'position':'below','transition':'none','showLoading':true}" data-url="/ContentShare.aspx?ct=1&ci=234888&ajax=1" data-title="#BizTrends2023: 10 trends to take us from permacrisis to permahope" data-share-href="https://www.bizcommunity.com//Article/196/678/234888.html" href="/ContentShare.aspx?ct=1&ci=234888" target="_blank" aria-label="shareIcon"></a></p></div></article></div><h2><li>Survival of the fastest</h2><p>The lightning pace of life is real. Technology. Media overload. Everything happening in real time. Today’s favourite TikTok challenge is history tomorrow. The kid next door is the next big YouTube star. We want the convenience of shopping online, but can we wait three to five days for delivery? We want instant gratification of walking in and out of a store. We want video content shot with a phone, but the quality of the best SuperBowl commercial.</p><p>Those who adapt the fastest to rapidly evolving technologies and tools, consumer desires and shopping habits will win in 2023. The answers lie in balancing the pace and power of technology artificial intelligence with the emotional intelligence of understanding people intimately.</li></p><h2><li>Culture currency</h2>Those businesses and brands who at their core invest in and foster a thriving internal culture will outperform others who may have the same quality product or service. Employee engagement and advocacy is where the strength of a brand starts. Keep people informed, involved and inspired. Invest in people, and your product will win. 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return false;">Create new group</a></b><div class="group-container" id="jNewGroupContainer_46076" style="display:none"><input id="jNewGroup_46076" type="text" maxlength="20" size="20" name="jNewGroup_46076" value="" onfocus="this.value = ''" class=""><input type="button" Value="Create" onclick="AddNewGroup('0', 'jNewGroup_46076', 46076); return false;" /></div><div class="group-container-wait" style="display:none;"><img src="https://biz-file.com/res/img/m-loading.gif" width="20" height="20"></div></li></ul></div></div></div><div><div class="instance-bb-image"><img src="https://biz-file.com/b/2007/200610-140x198.png?3" data-src="https://biz-file.com/b/2007/200610-140x198.png?3" class="lazyload" width="140" height="198" alt="Glen Meier" loading="lazy"><div class="instance-bb-i-overlay"><a href="/Profile/GlenMeier">Glen Meier</a></div></div></div><div class="instance-bb-summary"><h2 class="instance-bb-summary-h2">About Glen Meier</h2>Chief Executive Officer at Boomtown<ul><li class=""><a 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