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...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Sunday Times Daily.

Already subscribed? Simply sign in below.

Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now