Brands leverage sarcasm to convey a deeper meaning to consumers
Implications - Taking a bolder stance on social and environmental issues, brands are creating products and launching campaigns that symbolize a deeper meaning in order to speak on global concerns. The use of sarcasm adds a humorous touch that slightly cushions the underlying message -- establishing a connection with advocates or consumers that feel strongly about such issues. This approach targets younger generations, drawing them in and then encouraging them to look beyond the surface and become well-versed on how their consumption impacts the world around them.
Workshop Question — How could your brand educate its customers on global issues it's concerned with?