{"id":144159,"date":"2024-11-14T09:21:30","date_gmt":"2024-11-14T08:21:30","guid":{"rendered":"https:\/\/llyc.global\/?p=144159"},"modified":"2024-11-19T10:59:52","modified_gmt":"2024-11-19T09:59:52","slug":"i-want-it-all-and-i-want-it-now","status":"publish","type":"post","link":"https:\/\/llyc.global\/en\/ideas\/uno\/i-want-it-all-and-i-want-it-now\/","title":{"rendered":"I want it all and I want it now"},"content":{"rendered":"

Since its release in the 1980s, Queen\u2019s hit I Want It All<\/em> has never felt more relevant. Growing up with a mother who was a die-hard Freddie Mercury fan, I heard that song countless times at home. Now, it often comes to mind because it could easily be the anthem of our era.<\/p>\n

Time is a precious, scarce resource, and the sense of urgency resonates more strongly than ever in today\u2019s society. Naturally, this urgency extends to the world of branding. We want brands that are committed, embody values, and act consistently.<\/p>\n

In today\u2019s fast-paced world, our impatience demands that brands be fully dedicated and unwaveringly consistent – right here, right now. Mixing today\u2019s impatience with purpose and politics in the age of polarization creates the perfect storm.
\n <\/p>\n

THE DIVISIVE CONCEPT OF PURPOSE<\/h3>\n

 
\nRecently, \u201cpurpose\u201d has become the buzzword in marketing. Study after study confirms that today\u2019s consumers not only want quality products and services but also demand genuine commitment from brands to address social, environmental, and governance challenges.<\/p>\n

Consumption trends show that we buy from companies that reflect our values because they make us feel part of the solution. At the same time, we boycott those that don\u2019t because we think that, in doing so, we\u2019re helping to prevent the planet\u2019s problems.<\/p>\n

Large multinationals across multiple sectors have embraced this philosophy, developing sustainability and social responsibility plans aimed at reducing their environmental footprint and promoting equality and community well-being. Meanwhile, new companies have emerged with these principles already at their core, building their business models and brand narratives on ethical values.<\/p>\n

However, the concept of purpose has had time to spark polarization among brand-building professionals. Opinions vary widely, with some viewing it as greenwashing or forced. It\u2019s also led to activist CEOs being celebrated in some cases and ousted in others for championing it
\n <\/p>\n

BRANDS ARE NOT POLARIZING\u2014POLITICS IS<\/h3>\n

 
\nWhen brands take a stand, they risk getting caught up in polarization, which is rooted in politics. Consumers\u2019 reactions fluctuate between fierce loyalty\u2014\u201dlove brand\u201d\u2014and outright hostility\u2014\u201dbrand rage.\u201d A prime example of this is the famous sneaker campaign featuring Colin Kaepernick. While many Americans praised the campaign, others called for a boycott, even going as far as publicly burning their sneakers.<\/p>\n

The declining social consensus presents a major challenge for brands, particularly the larger, more powerful ones. These brands often rely on a broad, inclusive range of values, but that clashes with a society that tends to express its core values in starkly opposing terms, as Miller and Bolte suggest. Today, values and social causes are deeply politicized, and it\u2019s at this intersection where brands and polarization collide.
\n <\/p>\n

THE MESSENGER MATTERS<\/h3>\n

 
\nGeneration Z values authenticity and prefers peerto-peer communication over traditional corporate messaging. They trust their peers more than big companies. This creates an additional challenge for brands: it\u2019s no longer just about whether or not to engage with purpose or which social cause to align with, but ultimately, the opportunity might not lie in the message itself\u2014but in who delivers it.<\/p>\n

The messenger is either the biggest hurdle or a key enabler. Gen Z craves authenticity, so brands face the dual challenge\u2014and opportunity\u2014of developing influence strategies where key opinion leaders (KOLs), employees, and influencers (macro, micro, and nano) become the voice of their purpose. Their authority can resonate far more effectively than any corporate spokesperson.
\n <\/p>\n

TRANSFORMATION TAKES TIME<\/h3>\n

 
\nWe\u2019re seeing that social commitment is no longer optional; it\u2019s essential. The key is to pursue it authentically and thoughtfully while also choosing messengers who bring the most credibility.<\/p>\n

Brands must also recognize that by positioning themselves on social and values-driven issues, they\u2019re inevitably stepping into the political arena, where polarization is unavoidable.<\/p>\n

But what about the factor of time in this era of polarization? I can\u2019t help but think that impatience fuels polarization\u2014it\u2019s the perfect breeding ground. I often notice an overwhelming demand for brands to display extreme coherence in their actions, decisions, and messaging, even when they openly acknowledge that their plans for change will take time\u2014sometimes decades.<\/p>\n

There\u2019s something incredibly positive about these expectations for brands, as they reinforce the idea that brands can be social agents of change. But, too often, we lose sight of the fact that any process of transformation or evolution requires time.<\/p>\n

If we don\u2019t give brands the time to move toward positive social, environmental, and governance impacts, they may decide it\u2019s not worth the effort. They may opt out of the polarization game altogether, focusing instead on short-term commercial gains. It would be a shame\u2014but, of course, there will always be those who see things differently.<\/p>\n","protected":false},"excerpt":{"rendered":"

Since its release in the 1980s, Queen\u2019s hit I Want It All has never felt more relevant. Growing up with a mother who was a die-hard Freddie Mercury fan, I heard that song countless times at home. Now, it often comes to mind because it could easily be the anthem of our era. Time is […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[86],"class_list":["post-144159","post","type-post","status-publish","format-standard","hentry","category-ideas"],"acf":[],"yoast_head":"\nI want it all and I want it now - LLYC - UNO 41 Magazine<\/title>\n<meta name=\"description\" content=\"Explore how brands face polarization, purpose, and social impatience in the era of authenticity and shared values.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/llyc.global\/en\/ideas\/uno\/i-want-it-all-and-i-want-it-now\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"I want it all and I want it now\" \/>\n<meta property=\"og:description\" content=\"Explore how brands face polarization, purpose, and social impatience in the era of authenticity and shared values.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/llyc.global\/en\/ideas\/uno\/i-want-it-all-and-i-want-it-now\/\" \/>\n<meta property=\"og:site_name\" content=\"LLYC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/LLYC.Global\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-11-14T08:21:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-19T09:59:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/llyc.global\/wp-content\/uploads\/2024\/11\/loquierotodo_desktop.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1691\" \/>\n\t<meta property=\"og:image:height\" content=\"648\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Karla Cruz Cabrera\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@llorenteycuenca\" \/>\n<meta name=\"twitter:site\" content=\"@llorenteycuenca\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Karla Cruz Cabrera\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"I want it all and I want it now - 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