Embracing truth, trust, loyalty and morality in the advertising industry will be the game-changer in influencing consumers in 2019. Last year brought an onslaught of news, some reliable and some fake, resulting in consumer confusion and a lack of faith among consumers in the news they encounter. Nicola Nel, founder and CEO of PR agency Atmosphere, believes that a changing landscape from the time of SA’s elections in May will feature shared media space with British Prime Minister Theresa May and Brexit as well as US President Donald Trump. As the world becomes more complicated and we enter the reality of self-driving vehicles and passenger drones, an increased emphasis on safe space, inclusivity and individualism will be needed. A term borrowed from Flux Trends founder and forecaster Dion Chang, #MoralityMarketing, is crucial, says Nel. "There is a growing movement of capitalism with a conscience. There is a belief that business should be a force for good. Conscientious consumers wan...

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