London – LS:N Global welcomed Emma Rose Hurst, senior strategist at Brand Union, to talk about the rise of Backlash Culture.
Speaking to LS:N Global senior journalist Daniela Walker, Hurst explained how brands have become too sensitive to the criticisms of consumers, and that alienating some people is acceptable if it helps them to reach their target audience.
‘Challenger brands are in a unique position in that they are not trying to take over the whole market,’ said Rose. ‘They can afford to say ‘this is what we are’, ‘this is what we do’ and if they don’t like it consumers can go elsewhere.’
Hurst explained what made Protein World’s Are You Beach Body Ready? campaign so effective and how brands such as betting company Paddy Power have learned to use backlash to their advantage.
We will bring you more interviews from our Backlash Culture Network Evening all this week. Find out more about our three macrotrends and book your place at our Spring/Summer 2016 Trend Briefing here, or speak to your account manager.