Zack Greenstein

"IAE's Green Shield is the advertising industry’s first social science-guided curriculum to protect professionals and companies against the dangerous and deceptive marketing practice of greenwashing." If you work in the advertising space, it's worth checking out this learning module.

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🚀 **Want to get your company featured on TechCrunch's front page?** We’re continuing with our tips to help you secure great coverage for your company. Here’s Tip #3: **Emerging Markets Are Different** TechCrunch has editors and reporters who focus specifically on emerging markets like Africa, Southeast Asia, India, and LATAM. They often show unusual interest in funding news from startups in these regions, even if the funding amount is moderate. If you’re not based in Europe or North America, you might have better chances with specialized reporters who understand the unique challenges and opportunities of your market. **Examples of compelling stories from emerging markets:** - **Nigeria’s Grey** raises $2M for cross-border payments and regional expansion. - **Egyptian startup Convertedin** raises $3M, catering to e-commerce brands in MENA and Latin America. - **Kenyan insurtech Lami** raises $3.7M seed extension led by Harlem Capital. - **Egyptian fashion e-commerce startup** raises $2.6M in seed funding. ### Key Takeaways: 🔹 **Target specialized reporters** who focus on your region. 🔹 **Leverage the unique aspects** of your market to make your story stand out. 🔹 **Highlight regional impact** and growth potential. By focusing on these elements, you'll enhance your chances of capturing TechCrunch's attention and getting featured on their front page. #TechCrunch #StartupTips #FundingNews #MediaCoverage #StartupSuccess #Entrepreneurship #EmergingMarkets #GlobalStartups

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We often say that the term "brand" represents "a promise made and a promise kept." What we mean is, a great brand embodies the commitment it makes to its audiences—the expectations it sets, and most importantly, how it fulfills those expectations consistently over time. I know it sounds abstract! And I admit, when I first started working with clients after a decade and a half of being a journalist, it felt a little abstract to me too. That is until I started digging into this work, and seeing the challenges from the client's perspective. The more I could help them articulate their values to the world, the more I saw how that helps them connect with audiences and drive business success. What better way to make those connections than #storytelling! That's what I love about the work I get to do: together with brilliant people like my friend Karine Bailly, we help brands turn this abstract concept into everything from storytelling campaigns that pack a punch to editorial strategies that stand the test of time. As Karine writes in her latest essay for Long Dash, "When editorial content reflects a firm's brand and strategic goals—framed in a way that is useful for audiences—that very content becomes a powerful tool for informing, engaging, and credibly differentiating the firm." No brand can afford to be passive when it comes to shaping its own narrative. Why would you want to? Why not share your point of view, or your vision for the world you're trying to create? Why not stand out and be useful to your audience? You'll be setting yourself up for long-term success by building trust, credibility, and lasting relationships with the people who matter most to your brand. #BrandStorytelling #EditorialStrategy https://lnkd.in/gqYae2Rd

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Dr. Anastasia Kārkliņa Gabriel on making a genuine cultural impact that goes beyond ads: "Ulta Beauty ...is going beyond mere surface-level representation. Inspired by its associates' observations of customers' negative self-talk, Ulta has launched The Joy Project, a targeted campaign to enhance consumer well-being and joy. In partnership with renowned author Mel Robbins, Ulta is training its 53,000 associates to identify and combat negative self-talk in both themselves and shoppers. This offers marketers a few lessons in inclusivity and cultural innovation. Ulta is setting a new standard by training its workforce to identify and dismantle self-deprecating thought patterns. In doing so, the brand is redefining retail by addressing a deeper issue and making self-acceptance an active part of the shopping experience. This shifts inclusivity from being just an image on a billboard to becoming an impactful part of the customer experience. Marketers can take note: To make a genuine cultural impact, brands must use innovation and ingenuity to weave inclusivity into every layer of their business operations."

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“Inclusive design recognizes and embraces the diversity of users to create universally accessible products and services. Real representation means integrating Latine professionals into decision-making roles, from the C-suite to product design, not just for appearances but for their valuable perspectives that can lead to more informed, culturally relevant decisions.” I reshared a post a few days ago and it spun up some offline conversations into the profound impact of truly inclusive design around every industry. So, I put my thoughts into an article to make it make sense from a business perspective. This isn’t just another article on DEI—it’s about essential business innovations that are reshaping our industry. This conversation is more than necessary; it’s urgent. We need to ensure that Latine and Hispanic perspectives are included not as part of a checkbox exercise but as a core strategy to drive genuine innovation and growth. It’s not just about surviving the market changes—it’s about leading them. Check out the full the article linked here: https://lnkd.in/eJrmk8PX #InclusiveDesign #LatineRepresentation #BusinessInnovation #latinasintech #hispanic #innovation #marketing #operations #businessoperations #design #ux #marketshare

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A new cookie-less era has begun, and marketers need to be ready. Lippincott Senior Partner Chris Ciompi lays out five tangible steps to ensure your company succeeds in this post-cookie world.

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The Morning Brew holds a special place in my heart, and today, I'm thrilled to bring you a fresh cup of "Beauty Brew," packed with the past week's press buzz from the beauty world! According to Circana's latest findings, the prestige beauty category in the U.S. saw a solid 9 percent growth spurt in the first quarter of the year. While this bucks the trend of double-digit growth, it also hints at an intriguing shift in the industry's momentum. Among the highlights, natural wellness brands emerge as the second fastest-growing category, while the "Lip" subsegment reigns supreme in performance (Summer Fridays and rhode skin simply get it). Larissa Jensen, the Global Beauty Industry Advisor at Circana, dropped another notable projection: skincare may potentially outshine makeup across both mass and prestige brands. Quite the makeover in the market landscape, isn't it? Speaking of surprises, this week brought headlines from both WWD and The Business of Fashion zooming in on the Gen X factor in the beauty realm. Circana's data uncovers that Gen Xers hold the largest market share of the prestige beauty category. While Gen Alphas and Zers often steal the spotlight in marketing strategies (think SEPHORA kids), Gen Xers boast substantial disposable income and a growing need for products catering to their evolving skin needs. Here are some key takeaways highlighted by both articles: 1. Strategic Reach: From print titles to television ads, from Facebook groups to direct mail, the mantra for reaching Gen Xers is differentiation and resonance. Nostalgia and emotional connections are the secret ingredients here! 2. Simplicity Rules: Gen Xers aren't fans of decision paralysis or elaborate routines. They appreciate simplicity but value thorough product research. Furthermore, loyalty programs and complementary brand extensions hit the sweet spot. 3. Home is Where the Influence Is: Surprisingly, 34% of Gen Xers admit their children play a significant role in shaping their purchasing decisions. So, there you have it, a sip of the Beauty Brew—full of insights to savor and trends to watch. Alex Lieberman, when will the Beauty Brew debut on your daily newsletter? Check out these reads yourself! 1. Circana: Beauty Industry’s Growth in Q1 2024 Moderates James Manso – Women’s Wear Daily https://lnkd.in/erzmQaFA 2. How Gen X Became Beauty’s Next Big Consumer Bonolo Madibe – Business of Fashion https://lnkd.in/eGuwQxNe 3. Why Gen X Is Beauty’s Most Valuable But Overlooked Demographic Jenny B Fine – Women’s Wear Daily https://lnkd.in/eHAUrCxf #beautynews #morningbrew #skincarenews #beauty

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"Asian Americans take notice when brands support us and connect with us in authentic and genuine ways. In fact, 64% of Asian Americans are more likely to pay attention to ads that reflect our culture. Connecting with Asian consumers in English and in language using cultural insights, knowledge and understanding should be a priority for companies." Speaking the truth! Shout it out Genny Hom-Franzen! Brand Marketers and executive leadership should be mindful that showing up, giving, loyalty is not lost on the community! Read the digital industry numbers! Wynwood Chamber of Commerce #beheardvisibleproud #asianinclusivity #asianamerican #luxury #culturemarketing

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📊 Recent data shows that 58% of consumers buy or advocate for brands based on their beliefs and values. But how do we truly understand those values? 🤔 What drives consumers to keep buying? This question, sparked by a recent live event with Ash Rathod, Wes H. and Oana Leonte 💬 led me to reflect on our approach to understanding consumer behaviour. In today's data-saturated world, where information can feel both overwhelming and underwhelming, I feel it's time we return to fundamentals: Instead of analysing consumers from the outside in, let's study them from the inside out. 🔄 The 🔑? Understanding consumers' self-concept. In simple definition, self-concept is how we perceive ourselves, and our self-concept is responsible for / influences our self-esteem and self-worth. Why focus on self-concept? 1️⃣ Deeper insights: Uncover motivations that data alone can't reveal 2️⃣ Individual focus: Appreciate unique consumer differences 3️⃣ Emotional connection: Build stronger brand-consumer relationships 4️⃣ Long-term engagement: Foster lasting connections (beyond traditional "loyalty") 5️⃣ Authentic marketing: Create strategies that resonate with consumers' true selves Top management should work to shorten the gap between them and their consumers - but let's do this by asking questions that really identify that specific consumer for who they truly believe they are on their inside - you'll get a deeper understanding of what makes that customer keep going. Remember: We can't put all consumers in one box. The reasons behind purchases vary widely, influenced by numerous factors. But the importance of self-concept in consumer behaviour is timeless. 💡 Case in point: Gymshark’s rise to prominence. By aligning with their target audience's self-concept of being part of a fitness community and constantly improving, Gymshark has built a brand that goes beyond selling gym wear. Their use of relatable influencers and user-generated content taps into consumers' desire to see themselves represented and to belong to a like-minded group. By doing so, we can somewhat address the age-old question "What drives consumers to keep buying?", but also learn how to create more meaningful relationships with them in this heavily-complex, data-rich world. #ConsumerBehaviour #Marketing #SelfConcept #BrandStrategy #MarketingWeek #MarketingMind #AI

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Sometimes I want to control my shopping experience, sometimes I want the thrill of the discovery. Sometimes I want 15 filters to narrow my search, sometimes I want the brand to take the wheel. In Quick Study’s latest Study Guide, we explore the relationship between consumer behavior and control, and how brands can keep the balance.

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If you are an exec focused on understanding customers, this paper by Alexander Chernev and Ryan Hamilton is a great read. Most execs do not consider the role consumption plays in our own identity formation. Some choice quotes below. It is all worth a read. The commonly held belief is that consumers look to brands as tools of self expression. Either the brand tells the world something about them or reinforces something they believe about themselves. I carry an Alo tote to let people know I am athletic or use a Nalgene to show I care about the environment. The Author's research suggests that individuals have a finite desire for self expression and that consumption is only one way to satisfy that need. There are others. It is an important conversation to have, both when considering brand expression but also when designing experiences. "This unprecedented access to personally relevant self-expressive offerings and information raises the question of how this increase in the means of self-expression—both in terms of number and access—sways consumer preferences." "Brands create value for customers on two dimensions: by serving to signal the quality of the underlying offerings and creating meaningful associations that add value beyond the intrinsic product attributes." "Merely making consumers aware of the different means they already use to express their identity is likely to decrease their need to self-express in subsequent choices...[W]hen a consumer’s need for selfexpression has already been met by some brands, additional self-expressive brands are relatively less attractive." "Consumers’ need for self-expression can be satiated not only by a brand’s direct competitors but also by brands from unrelated product categories, nonbrand means of self-expression, and self-expressive behavioral acts." https://lnkd.in/gx-jYRyK

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Creatives are masters at their craft, but they're not necessarily great managers. And that's a problem because as they ladder up into ECD and CCO roles, management is a big part of the job. Inside an issue agencies have long struggled with: How do you teach people management skills to ego-driven, competitive creatives? The problem has only gotten worse in recent years, but it's critical agencies figure it out. I asked 15 industry leaders for their advice. Read more here:

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This is an insightful interview for any leader. McKinsey & Company senior partners Kurt Strovink and Ramesh Srinivasan share the first ever look-behind-the-curtain at McKinsey’s step-by-step approach to helping leaders transform professionally and personally. Listen here: https://lnkd.in/disG24nS 🎧 #TheJourneyOfLeadershipBook

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Despite Fears, AI Continues Integrating Into Industries ~via Forbes and Lisa Chau “For the past three years, Reticle AI (A Division of Hotspex Media) Co-Founder and President Josh Rosen has been active in the development, sales, and scale of an internally developed AI tool that leverages a nuanced understanding of human emotion. Rosen notes that the technology is very trendy and advises companies to consider two factors when adopting AI: First, what is the impact on the business/brand by going down this path? Is the organization truly developing artificial intelligence or intelligent automation? There is a difference. Second, what are the outputs vs. outcomes? AI is capable of writing thousands of lines of copy producing hundreds of versions of ads. That's an output. What are the business outcomes that matter? How did brand saliency increase? Was there a rise in foot traffic, sales, brand awareness, etc.? These factors are important for Rosen’s company specifically because “[humans] make all of our decisions based on emotion. Traditional digital buying capabilities puts all brands into the ‘sea of same.’ Looking at where and how a brand shows up through an emotional lens helps brands create distinction, build mental availability and ultimately brand growth.” https://lnkd.in/eJ8pNVC7 #AI #retail #ecommerce #programmaticmedia

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