2012 was an eventful year for the advertising world. Let’s take a look
at what 2013 has in store for us in the world of brands, technology, social
media and CSR.
Greenpeace launched its
Detox programme in an attempt to persuade international clothing labels to
sever ties with any manufacturer that is polluting the waters in the countries
they are operating in. To date, 14 clothing giants have already committed to
the cause, including Nike, Adidas, H&M and Zara. As Greenpeace continues
putting more irresponsible corporations into the spotlight, we see Detox
becoming a standard for 2013. 
Field Trip is Google’s latest venture in GPS-guided location-based
advertising. It runs in your phone’s background and notifies you when you come
close to interesting landmarks, restaurants and businesses. Given its huge
potential, will more marketers jump on the bandwagon? Watch this space closely.
iPhone’s Siri, the artificial intelligence personal assistant, is a
software that behaves almost like a real person. Other companies are now also
developing apps with attitude. Toyota Friend, for example, helps connect Toyota
owners with one another and with their cars. It can even alert you when your
car is running low on battery.
Responsible retailers are now letting their customers donate their old
clothes and shoes in their stores. Puma started “Bring me back”, H&M
launched its global recycling programme, and Marks and Spencer also initiated
“Shwopping”. With companies becoming more environmentally and socially
responsible, we are positive that many other retailers would soon follow suit.
Money can’t buy everything. In these promotional campaigns, you’ll see
chocolate bought with promises, shoes exchanged for running kilometres, or
products paid for with calories. These definitely help promote their cause and
long-term customer relationships. “Go moneyless!” might just be the way to go
in 2013.
