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Originally published on ProvokeMedia.com
WASHINGTON — With consumers starting to shed angst for positivity, communicators have new opportunities to connect with audiences who are increasingly amenable to building richer relationships with brands.
“The raging 20s — a decade defined by rage at broken systems— brought so much anger and frustration, largely fueled by the pandemic and polarizing politics. But we’re seeing the other side of this with people yearning for brands that stand for something meaningful,” said Dara Busch, CEO of Havas Red PR North America. “As clouds start to part, consumers want brands that connect on an emotional level, helping them feel like smart, empowered participants in their world.”
Busch’s comments were part of a far-reaching panel discussion Tuesday at PRovoke Media’s Global Summit in Washington looking at how brands can best leverage consumers’ changing mood in a meaningful way. Evelyn Furia, senior marketing director for Opill at Perrigo, and Madison Pietrowski, director of brand US at travel platform GetYourGuide, also participated in the Havas Red-sponsored panel, “Preparing for the Thirsty 30s.”
The discussion centered around the idea of brands benefiting by building emotional connections today with the consumers who will be particularly influence in the 2030s, like Gen Z and millennials.
For Furia, building trust with consumers is essential. As Opill enters the market as the first over-the-counter birth control, the company faces a unique set of challenges.
“We have to overcome 60 years of cultural patterns and stigma around women’s health,” she said. “Our goal is to be culturally relevant, making sure Gen Z and millennial women see us as partners in their health journeys,” she said.
Furia said that in furthering that goal, the company has aligned with values-driven organizations like the WNBA to ensure its message resonates authentically with younger audiences. Furia highlighted the importance of transparency and listening, noting Opill’s work with telehealth companies to offer accessible counseling and trusted information.
“Today’s consumers demand transparency, and they want to hear from people who understand their needs,” she said.
Pietrowski said GetYourGuide’s keeps a close watch on consumer behavior and adapts its comms and public engagement strategy accordingly. Among the most significant changes in recent times lies in the intersection of pop culture and travel, she said.
“There’s an incredible demand for experiences that connect with people’s passions—from Swifties traveling to concert stops to fans visiting locations made famous by their favorite TV shows,” she said. “We’re building our brand by speaking to these passions and creating personalized discovery journeys.”
The three speakers also explored the role of influencers in the age of skepticism. “Consumers, especially young ones, can sense authenticity—or the lack of it—from a mile away,” said Pietrowski, describing GetYourGuide’s approach to influencer partnerships. “We work with over 12,000 travel creators, but it’s not just about numbers; it’s about authenticity and giving creators real freedom to interpret our brand in their own voice. Forced content doesn’t work, and clarity on what the brand stands for is essential.”
Busch agreed, emphasizing that PR agencies must double down on employee engagement and support. “Our people are our best brand ambassadors. We need them to be well-informed and empowered so they bring the best ideas to the table. Brands need to invest in two-way conversations, both with employees and consumers, to truly engage in a way that resonates,” she added.
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