Sarika Pokala’s Post

🌍✊ Being the Change: The Rise of Filipino Prosumer -Activists in 2024 🌍✊ In the rapidly evolving consumer landscape of the Philippines, a powerful trend is taking shape: the emergence of the Prosumer-as-an-activist. The second in the five Prosumer Trends that we have identified in 2024, we found that Filipino Prosumers are not just buying -- they're making their purchases count for more, championing #environmental #sustainability, social #equality, #diversity, and #inclusivity. This shift towards #activism is transforming them into vocal advocates for societal #change, demanding that their voices be heard in the marketplace. The year 2024 is poised to witness an unprecedented acceleration of this trend, as Filipino consumer-activists increasingly expect brands to demonstrate their commitment to these critical social issues. 📢 It's no longer enough for companies to remain on the sidelines; taking a stand and actively supporting these causes is becoming a non-negotiable aspect of brand loyalty and consumer support. This dynamic underscores a profound shift in consumer behavior, where purchasing power is leveraged to effectuate social change. For brands and organizations, this trend offers both a challenge and an opportunity: to align with the values of their consumers and become partners in driving positive societal impact. 💡🤝 As we move into 2024, embracing this shift and engaging with Filipino consumer-activists on a meaningful level will be key to building lasting relationships and fostering a brand image that resonates with purpose and action. This is amongst the five Prosumer Trends that we have identified will impact 2024's consumer and business landscape in the Philippines. If you would like to know more about our reports, please click on to https://lnkd.in/dR5rTAaS for a copy of the research and the data. #ConsumerActivism2024 #SocialChange #BrandPurpose #EnvironmentalSustainability #DiversityAndInclusivity #Diversity #Inclusivity #Equity #Inclusion #Prosumer #ProsumerReport #ProsumerTrends #2024 #2024Trends #Activism #Brands

Here's why this article gives me the ick: 😣 The whole premise peddles the idea of pitting generations against each other. Gen Z vs Millennials, soon to be Gen Alpha vs Gen Z. Although he talks about "working together", the final conclusion is craft can only be taught through years of experience. This takes away the value of meritocracy. 🗣 Age does NOT define your ability to know culture. It's underselling of junior talent to say their only benefit is being young and relevant. It also undersells the democratization of knowledge the internet has provided for everyone. Feeding into these tropes diminishes the intelligence of all generations. I love telling the tale of Stephen Chen, Duolingo's Legal Counsel, who knows TikTok more than me. He is def not Gen-Z OR Millennial, yet has mastered internet culture! Let's break down some quotes: 🤦♀️ "Truly experienced creatives and strategists generate more ideas in an hour than their junior counterparts can in a month, because...they aren’t afraid of failure or throwing out a bad idea to find a good one." Err... if we're making this about age, I would argue that junior talent is far less precious with their work because they're at the bottom of the food chain. But, age does not define your ability to generate ideas. I made Duolingo's TikTok famous a year into my career. Stan Lee published his first comic book at at 40 years old. (i am not delulu enough to think we are in the same league, just an example!) ❌ "And with younger employees so anxious over cancel culture that they routinely censor themselves, who besides a hardened pro—who doesn’t give a damn—can show them how to be outspoken, irreverent and contrarian?" It's not anxiety over the act of getting canceled - it's extreme care to ensure that we're creating work that's actually representative of our users. It's about being empathetic to people of different backgrounds & identities in a way that we never saw growing up. Being outspoken and irreverent by actively harming and misrepresenting is nothing to be lauded. Pretty sure that's how the Kendall Jenner Pepsi ad happened. 🧐 "Let’s defeat age together by protecting our most valuable resource—skill honed over a lifetime—and make sure it doesn’t get lost." The article ends with this oxymoron. Somehow, he's defeating ageism by selectively only elevating those with years of experience. Which, historically in marketing, tend to be highly paid white men. This is late stage capitalism at it's finest: you're only as good as the output of work you bring to the table. That work is only valuable if you've been at it for years and sacrificed everything. If someone defeats this idea, by being junior and exhibiting craft, then they are now your competition and aren't actually intelligent contributors. They're just favored because they're young. Big yikes. https://lnkd.in/e7645ffW

InstaReality: The Reel Impact of Instagram on Cultural Norms Imagine this: You're at a dinner party, the room buzzing with conversation and laughter. The aroma of delicious food fills the air. But as dinner winds down, a familiar scene unfolds. The women rise, gathering plates and serving, while the men continue their conversations. It's a scene I've seen too often, but this time, something was different. Flashback to a week ago, I was scrolling through Instagram, and a reel caught my attention. It shared the exact same insight that how it's a cultural mindset all over the world that men keep talking at dinner tables but it's the women who get up or initiate it by serving the food or taking it back when people are done. This reel didn't just stay on my screen; it played on loop in my mind, challenging me, urging me to think differently. Fast forward to the party, and there I was, witnessing the same pattern. But this time, the reel had sparked a fire in me. I found myself gently encouraging the women to sit, join the conversation, and share the moment. And to the men, I suggested lending a hand. This wasn't about just breaking the norm; it was about rewriting our roles and creating a space where everyone is part of the conversation or gets help to be a part while the work is divided. This is the untold power of Instagram. A simple reel had not only altered my perspective but also inspired action. Instagram, in my experience, is far from a 'net negative' social media platform. It's a catalyst for change, a tool for societal reflection, and a platform where a single post can move us from passive observers to active participants in shaping a more equitable society. So, the next time you come across a reel that moves you, remember, it's not just content. It's a conversation starter, a change-maker, and perhaps, a reflection of the world we're all striving to create. #ChangeTheReel #CulturalShifts #InstagramForGood #digitalamarketing #brandbuilding

How I turned challenges into triumphs in 12 months. The past year at Boundless Agency wasn't just about growth; it was a revolution. We embraced the unique challenges faced by women in the health and wellness, and femtech sectors. Our approach wasn't just about marketing; it was about understanding and amplifying the voices of women. The journey wasn't easy: ✅ Grew our client base by 150%, focusing on brands that empower women. ✅ Launched a mentorship program for female entrepreneurs in health and wellness. ✅ Overcame biases and shattered stereotypes in the male-dominated digital marketing world. ✅ Partnered with NGOs to support women's health initiatives globally. ✅ Hosted webinars and talks, sharing insights on inclusive marketing. This transformation mirrors my own journey as a female CEO. I faced doubts, biases, and hurdles. But each step reaffirmed my belief: When women support women, incredible things happen. Let's not just change the narrative; let's write a new one.

Do Your Brand's Values Align With Those of Gen Z? By 2026, Gen Z will be the largest generation at around 82 million people. People who are passionate about equality, the environment and other social justice issues. So, what are the core brand values that attract Gen Z — and how can brands highlight their commitment to societal challenges such as diversity, environmentalism, sustainability, climate change and world hunger through a corporate social responsibility statement? #weeklyreading #customerexperience

Now that women can out earn their husbands, #tiktokshop will change so many lives! Yesterday the founder of a chain of a massively successful chain of specialty home stores (think Sur La Table) in the United Arab Emirates asked me if I am seeing the trend in other industries besides mine, the fashion industry My response? What I see is category, industry, and geography agnostic… So today I bring you a single product to dissect: the DESSINI ITALY Granite Aluminium Non Stick Casserole Pot Bowl Deep Fry Pan Cookware Tool (12 Pcs) It’s from a TikTok Shop in Malaysia that launched in August This single product has generated nearly $6M in revenue from over 40,000 livestreams and 8k TikToks Their #1 creator is miss noicey https://lnkd.in/ePrtTgqq Who has earned the cookware brands she reviews over $5M One woman in Malaysia has the power to generate $5M in revenue... But she's just one of 1.6 BILLION on the platform 6-10% commission on that revenue is up to $500K a year Average salary in Malaysia is 137,118 MYR per year This is equivalent to approx $29k So miss nicey earns over 17X her country salary and 8X ours looool It's kind of big deal and why women everywhere see a way out, a way in, a way up Much of TikTok's content is raw, spontaneous, and authentic so you needn't worry about investing in expensive equipment - the community wants your honest take on the products you use There are many monetization opportunities - from commission to gifts, tips, sponsorships, etc. Essentially, TikTok has tapped into fundamental human needs - entertainment, interaction, self-expression - at massive scale, by leveraging powerful yet super easy tech and incentives The effects of this viral success are now being felt across tech and culture For the first time, women shape internet culture even if the tech bros won't admit it by making up women on their panels The effects of TikTok's meteoric rise are reverberating across industries Miss noicey and the Dessini cookware are just tiny sparks hinting at the coming explosion TikTok has armed a new generation with influence unprecedented in reach and immediacy And women are positioned to harness this rocket power toward unimaginable personal impact because they have ALWAYS been in charge of commerce Imagine an army of miss noiceys...now imagine 1000's THIS is the future of commerce and the global economy The American CEO's job this era? Get to deeply know the miss nicey's of the world Not just the Hollywood celebrities and their made up engagement and reach, or the trends paid experts pump into the market a year ahead of demand #thegreatfashionreset #genz #creatoreconomy #communitycommerce #contentistheproduct #tiktokisthestore

There is a recent trend going viral on TikTok called underconsumption core, where people show off the items in the home they've had for years and promote sustainability. Is underconsumption the same as deinfluencing, low waste, zero waste, imperfect environmentalism? Is it just the same as repackaged poverty lifestyles made with a sustainability twist to give it an elevated look? I love and hate the trend, here’s why 👇 (also, these are my opinions it doesn’t make this video the full truth ) I think that trends have the power to create some type of cultural change; however, viral trends are unsustainable in today's markets in how they carry people across adopting a practice. According to some experts, adopting or incorporating a skill set lifestyle takes 20 hours. Under capitalism, people live in time poverty and sometimes cannot extend themselves beyond adopting certain practices that require them to expand more time, which they don’t often have. But I do think for younger audiences, this is an opportunity for them to learn, and hopefully, it sticks in people's mindset of being mindful. Overall, I feel that these new terms often fail to call out issues around capitalism and limit individuals just to extend themselves to their lifestyle when we can push the citizens to become more radical, which requires them to be political. Supporting labor unions and pushing for transparent environmental laws and other resources is not controversial. The trend only extends to the individual, which can be extremely frustrating when we need solutions to change systemically. I am not saying people posting underconsumption are bad because we need them, but how can we use viral moments to extend conversations around sustainability, culture, and consumption towards a systemic route that requires all of us to become more political rather than staying neutral and not pushing the boundaries? Watch my full video below: https://lnkd.in/gpqHS87R #underconsumption #deinfluencing #genz #genzmarketing

Generation Z. A term that might refer to you. One that will be inextricably linked with TikTok in some minds. And, for some, a term that sparks fear. Gen Z means anyone born between 1997 and 2012. It also refers to the fastest-growing segment of the UK population. Gen Z are not just new to work, they are the future of work. Here's why that scares some people 👇 This generation wants things to be better than it was for their parents. They expect it to be better. And they will demand it to be better. Otherwise, they're highly likely to go elsewhere. The best part? This generation is not just pushing their own agenda. They're driving bottom-up change, raising the expectations and standards of their older colleagues, and shaping the workplaces they enter. You'd do well to listen to them, as we explore here... 👇 #HowDoYouHarkn? #GenZ #GenZemployees #GenZatwork #generationZ #employeelistening #workplacewellbeing #wellbeingatwork #culturechange #employeevoice #workplaceculture #inspiringleaders #diversityandinclusion #ESG

TikTok, the wildly popular social media platform, has become a hub for financial discussions. Among the various trends, two distinct narratives emerge: female financial empowerment and the portrayal of men as “paypigs.” Are these trends a form of female empowerment or perpetuate harmful stereotypes. Jessica Spangler, a rising star on TikTok with over 151,000 followers, challenges the status quo. She advocates for “financial feminism”, aiming to empower women by demystifying finance and investing. Her content covers topics like capital gains tax, short-term investing, and financial literacy. Great....but...... A counter-narrative emerges, urging women to secure financial stability by humiliating men in return for a funded lifestyle. Financial domination (also known as findom) typically happens in an online environment. Influencers are targeting women online selling the dream of financial stability through this movement. Empowerment or Humiliation? The debate centres on whether this movement empowers women by encouraging self-sufficiency or perpetuates the idea that men must be providers. The reality lies in shades of grey. While financial empowerment is crucial, it shouldn’t come at the expense of demonising men. TikTok can be a powerful tool for education. Creators like Jessica Spangler bridge the gap by providing accessible financial advice. We must strike a balance between celebrating female empowerment and avoiding misandry. TikTok’s financial landscape reflects broader societal shifts.

In the world of marketing and social trends, digging beneath the surface can uncover powerful insights about our society. I'm sure you've seen the recent conversation around the "Girlbossification of Stanley Cups" -- it unveils not just a trend but a mosaic of sustainability, consumer behavior, and gender biases interwoven within it. The backlash seen is an echo of the misogyny that, sadly, still persists, even in something as seemingly innocuous as a tumbler collection. But here lies an opportunity for marketers and thought leaders alike. How do we pivot from reinforcing stereotypes to championing sustainability and equality through our campaigns? 🤔 The wider implications of these social movements are fascinating when we consider that consumer engagement from brands often miss the opportunity to foster true social bonds. In a world conscious of a "Connection Deficit," where 48% feel less connected to family and friends, we must ask ourselves: How can our marketing approaches touch on that deeper human need for connection? The role of brands in societal issues is evident – nearly 90% believe they should advocate for mental health. As we observe younger generations contemplating their mental well-being post-pandemic more than ever, our narrative in marketing has the power to be transformative, influencing not just buying patterns, but also societal wellbeing. It's essential to look beyond the gleam of consumer trends to the social commentary they ensnare. Let's strive for marketing campaigns that don’t just simply showcase products but campaigns that also celebrate sustainability and shatter stereotypes. Let's build campaigns rooted in authenticity that resonate on a deeper level and foster genuine connections – both online and offline. As we navigate the delicate balance between digital interactions and the human touch, consider this: our industry holds the potential to contribute to a solution, becoming a beacon for change and inclusiveness in a fragmented world. Let the "girlbossification" be a lesson in the stories we tell and the impact we aim to achieve. #Marketing #Sustainability #GenderEquality #Connection #MentalHealth #ConsumerBehavior #CitizenRelations