Marketing Week's Festival of Marketing

Join Ipsos and Diageo on the Delivering for Customers stage at this year's Festival of Marketing.

Everybody cares about something, sometimes… How to connect with modern Britain

What matters to consumers and how can you connect with them authentically?

8 in 10 Brits think the UK is divided. One third would vote Reform if there was an election today. Two in five support brands actively promoting equality for LGBT+ people.

It's clear that the issues are polarising, but when your target audience cares about a cause it can be an opportunity to connect with them and gain a distinctive advantage. In this session, insights from exclusive and new research will be revealed showing that connecting with what truly matters to people can give some brands the competitive edge, although for most brands ‘doing no harm’ is as far as they need to go. We'll be joined on stage by Javier Camino, Global Futures Planning Director at Diageo, to understand how Diageo embraces causes to their advantage.

You will learn:

• What issues Britons care about and how to navigate the complex cause landscape
• Understand the space your brand has a right to play in, from out-right activism to doing no harm
• Discover actionable lessons from the brands that are doing good to stand out in a cluttered marketplace

Discover the full agenda