With a sample of 470 people, 1902 brings to light the repetition of cycles and how brands should consider reflections in their communication
Data has always been essential for monitoring society’s behaviors. They contribute to the anthropological insights that nourish analyzes that design the future with the experiences and idiosyncrasies of the past. Marketing and advertising are no different. Searching for precision and references guide everyday answers. After all, cycles are reviewed with perspectives on different applications.
To begin the 1902 search, Bloomers traveled through a time tunnel to find coincidences. The company which, in its own definition, is a consultancy dedicated to creating futures that change the history of brands and businesses, was inspired by the setting of the film Uncle Josh at the moving picture show, by Edwin Porter, a 1902 production that presents, in the expression from Bloomers, its main character in a vaudeville theater watching three excerpts from films whose themes, projected now in 2023, speak directly about us.
Which? The role of women and the male gaze on the female in society; the impacts left by advances in technology on our lives today and in the future; and the role of family relationships in a period of historical changes, notably the pandemic, war and digital resources.
Our understanding is that the three themes addressed by the film have become, since its first showing, universal – and still a reflection of past times that are reproduced in the present and influence tomorrow, highlights Ivan Scarpelli, CEO of Bloomers. The objective was to demonstrate how yesterday’s themes maintain an influence on today and the future, and how brands are critical for the development of society, highlights the company.
The responses were collected from a sample of 470 people between 16 and 50 years old across Brazil. In the technology category, 41% believe that it will take away job opportunities; 53% do not rule out that advances are drivers of mental problems; and 33% believe that brands should invest in technologies that increase employment.
Bloomers detected that refractory behavior towards women is as recurrent as it was in 1902. For 31% of men interviewed 122 years later, women should not have a career; for 40% there is no promising future for them; and 86% say that brands play a very important and relevant role in the development of women.
In the family area, 52% understand that it can only be made up of father, mother and children; 69% understand that families have influence or a lot of influence over their lives; and 45% note that brands can improve family relationships.
What is portrayed in the film anticipates a series of situations that seem common and associable to the daily lives of people in the 21st century. Recorded more than 120 years ago, Uncle Josh at the moving picture show opens up space in our present for a series of questions that will impact creating different futures for all of us. What is our true role in the face of so many technological developments? Are we more fragile? Who dictates and how are the rules dictated in this new environment? How do we react? Why does everything seem so threatening? How can we act to facilitate less daunting futures for people? What is the role of brands in this context? Bloomers analysts ask.
In the past, controversial situations, however, had repercussions among initiated elites. The power of reverberation was concentrated in newspapers, radios and the buzz, at parties, squares and in the breaks of everyday life. Technology has advanced at such a rapid pace that the multiplication per second exceeds one billion interactions of posts on social networks, depending on the subject and the influencers involved.
The channels are different and Bloomers tested their credibility. WhatsApp came in first place, with 55% of the share of the technology brands that people trust most. Instagram comes in second, with 33%. YouTube in third, with 21%; Amazon is in fourth, with 18% and the Netflix platform is in fifth, with 16%.
There is distrust in the Abrantes barracks. Those who leave the public with the flea behind their ears in the technological environment, according to Bloomers: TikTok, with 40%; Tinder, with 33%; Facebook, with 28%; X (Twitter), with 27%; and Telegram, with 26%.
The most representative brands in the Bloomers sample for female development were Natura, with 23%; Avon, with 14%; Boticrio, with 14%; Marisa, with 8%; Magalu, with 6%; Dove, with 6%; Unilever, with 4%; Renner, with 3%; and C&A, also with 3%.
For brand managers and business leaders, it’s time to think about whether your contact strategies with people are aligned with their real needs. Three additional data confirm this perspective. First, 86% of those interviewed recognize that brands play an important or very important role in the future of women, details Bloomers, which also highlights brands that connect with the family.