29 episodes

Red Sky Fuel for Thought podcast helps you navigate the latest communications insights and media trends like the pros do.

Red Sky Fuel For Thought Red Havas

    • Business

Red Sky Fuel for Thought podcast helps you navigate the latest communications insights and media trends like the pros do.

    Marketing to Women with Authenticity: Ep. 29 of Red Sky Fuel for Thought Podcast

    Marketing to Women with Authenticity: Ep. 29 of Red Sky Fuel for Thought Podcast

    Marketing to Women with Authenticity: Ep. 29 of Red Sky Fuel for Thought Podcast What You’ll Learn in This Episode:o  The current state of the female consumero  How brands can effectively reach women and avoid ‘pinkwashing’o  How social media has helped women take over brand marketingo  The importance of authentic representation of women in media In the late 1990s, the phrase ‘marketing to women’ became part of the corporate lexicon. Seemingly overnight, financial services brands, among others were waking up to the power of the female consumer. Some brands responded with a ‘shrink it and pink it’ strategy – just changing the size, color, or packaging of products; others created bespoke products & services designed for women by women; and others changed how they marketed to women, in terms of how they featured women in their advertising and spoke to them with email or other communications. Over the ensuing two decades, many brands put forward real game-changing campaigns, but not without a fair share of tone-deaf ones as well.  In this month's episode, Red Havas’ Linda Descano (https://www.linkedin.com/in/lindadescano/), CFA® is joined by Aliza Freud (https://www.linkedin.com/in/alizafreud/), Founder and CEO of SheSpeaks (https://shespeaksinc.com/) Inc., and Jeannine Shao Collins (https://www.linkedin.com/in/jeannine-shao-collins-54a4a58/), President of SeeHer (https://www.seeher.com/), to explore the state of marketing to women and offer actionable tactics for how brands can build more authentic, meaningful connections with women across different touch points, whether advertising, marketing or PR-driven. Aliza kicks off the conversation with a look into the current state of the female consumer and how women are responding to brands, a topic covered in a recent survey conducted by SheSpeaks (https://shespeaksinc.com/womens-state-of-mind-women-are-tired/). “Women are feeling burnt out,” says Aliza. “The instability caused by many outside factors in the last few years have interrupted the lives of women and impacted the way they are feeling, both mentally and physically.” Aliza goes on to explain how this has changed the expectations women have for brands trying to reach them: “Women have hit a point where they have too many important things to focus on and don’t have enough time or energy to cut through the marketing of it all; they are looking for brands to talk to them authentically about how their product will make their lives better and easier.

    • 37 min
    Inclusive Communications and the Language of Gender: Ep. 28 of Red Sky Fuel for Thought Podcast

    Inclusive Communications and the Language of Gender: Ep. 28 of Red Sky Fuel for Thought Podcast

    Inclusive Communications and the Language of Gender: Ep. 28 of Red Sky Fuel for Thought podcastWhat You’ll Learn in This Episode:o   How the language of gender is evolvingo   How co...

    • 50 min
    Revisiting the 2022 Red Sky Predictions: Ep. 27 of Red Sky Fuel for Thought Podcast

    Revisiting the 2022 Red Sky Predictions: Ep. 27 of Red Sky Fuel for Thought Podcast

    Revisiting the 2022 Red Sky Predictions: Ep. 27 of Red Sky Fuel for Thought podcastWhat You’ll Learn in This Episode:* How some of our 2022 predictions are playing out * What brand communicators and marketers should monitor heading into 2023Each February, we publish an annual Red Sky Predictions 2022 (https://redhavas.com/red-sky-predictions-2022-red-havas/) report that forecasts 10 fundamental trends shaping the integrated communications and PR landscape. It features the collective insight of Redsters from around the agency’s global network and is intended to serve as a playbook for brand communicators and marketers to help make sense of the lessons the pandemic has taught us.In this month's episode, Red Havas’ Linda Descano, CFA® is joined by fellow Redsters and agency leaders James Wright (https://www.linkedin.com/in/james-wright-a8a328/), Lisa Davidson (https://www.linkedin.com/in/lisa-davidson-b4a5644/), Lesley Sillaman (https://www.linkedin.com/in/lesley-sillaman-she-her-629bb66/) and Matthew Thomas (https://www.linkedin.com/in/matt-thomas-79b8a454/) to discuss the current state of our 2022 predictions, including what has played out as anticipated and what in on our radar for the rest of the year heading into 2023.To start things off, James Wright, who is global CEO of Red Havas Group and global chairman of the Havas PR Global Collective, sets the scene for the current state of our 2022 predictions.“A lot of these predictions are coming to the fore in a big way,” says James. “With the unpredictable environment that we've been working and living in over the last couple of years, it can be challenging to come up with these types of predictions. But some of them have manifested themselves quite clearly in the last six months.”First up for discussion is our “Corporate Purpose or Bust” prediction, which focuses on the continued shifts in substance, style and tonality of brand communications to allow for deeper connections with consumers. “One of the biggest challenges for many of our clients is how to navigate around purpose and demonstrate it in a meaningful way,” says Matthew Thomas, executive director of corporate affairs for Red Havas Australia. “The social media conversation around major events is moving faster than some corporations can keep up with, which makes their communications feel a step behind or reactive. Fundamentally, it’s about raising the profile of communications within organizations to demonstrate purpose in a period of significant change.”“Employees have been a big driver for the shift in corporate purpose," says James, referencing our “From Pledges to Progress (https://redhavas.com/new-red-havas-white-paper-explores-what-brand-purpose/)” white paper. "Businesses have had to shift from communicating and demonstrating the 'why' of corporate purpose to demonstrating the 'how' of corporate purpose. The pressure and expectation for organizations to take a stand on key social issues has increased dramatically in recent years. Employees now expect that the companies that they work for and buy from have a purpose beyond their own profit.”“Companies also need to show an aptitude to act on their purpose very quickly,” says Lesley Sillaman, EVP. “You need to be purposeful with your purpose by determining which set of issues to stand for, where you have the right to engage, where you've earned a place in the conversation, and what is material to your business so you can speak up in a credible way with your audiences.”“It's about purpose built from the inside out, starting with employees and going outward,

    • 44 min
    How to Write Content That Cuts Through: Ep. 26 of Red Sky Fuel for Thought Podcast

    How to Write Content That Cuts Through: Ep. 26 of Red Sky Fuel for Thought Podcast

    How to Write Content that Cuts Through: Ep. 26 of Red Sky Fuel for Thought PodcastWhat You’ll Learn in This Episode:·      Why are companies struggling to find strong writers? Are writing ...

    • 49 min
    Tackling the Health Literacy and Equity Conundrum: Ep. 25 of Red Sky Fuel for Thought Podcast

    Tackling the Health Literacy and Equity Conundrum: Ep. 25 of Red Sky Fuel for Thought Podcast

    Tackling the Health Literacy and Equity Conundrum: Ep. 25 of Red Sky Fuel for Thought PodcastWhat You’ll Learn in This Episode:·      The relationship (and discrepancies) between health eq...

    • 28 min
    Is It Time for an ESG Reset?: Ep. 24 of Red Sky Fuel for Thought Podcast

    Is It Time for an ESG Reset?: Ep. 24 of Red Sky Fuel for Thought Podcast

    Is It Time for an ESG Reset?: Ep. 24 of Red Sky Fuel for Thought PodcastWhat You’ll Learn in This Episode:·       The relationship between purpose, CSR, ESG and sustainability·       The various ways that the ‘S’ in ESG is being defined·       How the events and experiences of the past two years have changed the ESG landscape at a high level·       The importance of simplification and clarity surrounding ESG effortsThe recently elevated attention on company purpose has proven to be a watershed moment for ESG, as stakeholders seek to align on the different approaches on values and purpose, what constitutes ‘best in class’ programs and efforts, and how to harmonize different ways of reporting key metrics. Further, within ESG, we’ve seen a particular focus on the ‘S’ and what it does or does not encompass in terms of the important factors that link to a company’s reputation and brand equity. In this month’s episode, Red Havas’ Linda Descano, CFA® is joined by guests Mike Tyrrell (https://www.linkedin.com/in/miketyrrell/) and Jeffrey Whitford (https://www.linkedin.com/in/jeffrey-whitford-5419b812/) to explore the current state of the ESG landscape and whether it’s time for a reset in a post-pandemic future.The conversation begins with a look into the relationship between purpose, CSR, ESG, and sustainability, and how organizations can clarify these terms for audiences.They're all dealing with roughly the same area of the wider social responsibilities of a company, but there are nuances between them as well,” says Mike Tyrrell, editor, SRI-Connect. “The two that are most tangible are purpose and sustainability. Sustainability is the overarching term that we all need to achieve as a society to ensure our survival. But purpose accords most neatly with companies. Companies have two purposes: they have to make money to satisfy their shareholders, and they also have to deliver on other societal responsibilities, which break down into governance, environmental, social, economic, and ethical.”“The most important thing that we can do to get employees on the journey with us is to focus on simplification and clarity surrounding what is included under the sustainability umbrella,” says says Jeffrey Whitford, Head of Sustainability and Social Business Innovation for the Life Science business of Merck KGaA Darmstadt, Germany. “It’s also important to make sure that the lived experience of employees matches what they're hearing or seeing from organizations on a meaningful scale. All the work you've done over the years disintegrates the moment your employees lose trust in your efforts.”Mike then provided a perspective on how the ESG landscape has evolved over the past two years: "We have seen the world change both in terms of the volume of interest in this area, but also the sophistication with which investors are using the information that they receive. Investors are much more up to speed with this, their clients are demanding it much more from them, and companies are talking to them more openly and clearly about how these factors are affecting their business performance."“You need to be very clear about where you're going to have impact, rather than trying to boil the ocean,” continues Jeffery. “You need to understand what your stakeholders expect of you and what matters to them in relation to your business, which then gives you a roadmap of how to focus in on key issues while ensuring all other issues are still included in your approach.”Next, the conversation shifts to how the ‘S’ in ESG is being redefined.

    • 43 min