The consumer packaged goods (CPG) industry has two key areas their customers really care about today—sustainability and diversity. Our new ebook shows how to blend human creativity and AI-powered insights to authentically represent both in your brand’s marketing.
Consumers have spoken. CPG brands must focus on environmental, social, and governance (ESG) causes throughout all areas of their work. These concepts aren’t just to be focused on within marketing messaging. They need to be authentic commitments, made by brands, to improve the health of our planet and quality of life.
CPG is an industry with direct consumer relationships. Because of that, the stakes are high for brands to demonstrate values and get their ESG messaging just right.
With so many of the top CPG companies already committing to these efforts, how can your brand stand out? What can marketers do to stay both on-trend . . . and ahead of the curve?
Our ebook, “Consumer Packaged Goods Report: How to Visualize Sustainability and Diversity” has the insights you need to get started.
How Can AI and Creativity Collaborate for CPG Brands?
Today’s CPG strategies need to blend human creativity with data-powered marketing insights. The ingenuity brought forth by people, when combined with the analytical powers of AI, key marketers into opportunities to boost performance for future campaigns.
Although AI may seem a tad futuristic, it’s already been widely adopted throughout the marketing world:
- 25% of companies already use AI in workflow automation.
- 51% of companies plan to start using it soon.
- 80% of executives are currently accelerating their business process automation efforts.
Why is AI so beneficial? It can analyze more data in seconds than one person can throughout their entire lifetime. These in-depth, real-time data analysis capabilities discover creative insights faster than ever before.
This means that AI finds creative opportunities for your brand–specific, high-performing creative decisions that aren’t overused by other brands. It also offers customized creative trend analysis and highly accurate, timely reporting so users can have a competitive advantage.
Equipped with the insights AI provides, creative thinkers are empowered to better tell stories, solve problems, and communicate with potential customers. Using AI as your inspiration, and Shutterstock’s expertise in DEI efforts, CPG marketers can move their brands into the future and communicate with customers in authentic ways.
Sustainability in the CPG World
Consumers demand environmentally friendly and sustainable products. Because of this, many CPG enterprises are committing to net-zero goals within the next few decades. In fact, the top 50 CPG brands across the world have made various commitments to improving their business practices, packaging, ingredients, and more, in the name of sustainability.
These brands have studied consumer preferences, which indicate that value-driven products are of key concern. Brands’ messaging and practices need to be increasingly eco-friendly in order to appeal to customers.
In our ebook, we discuss the specifics on how to make the most of your eco-friendly marketing. Shutterstock.AI analyzed years’ worth of digital marketing data to determine which creative decisions will pay off for CPG brands. In the book, we take a look at:
- Settings: Which image settings are the most clickable? Do audiences engage with photos set on wind farms? In laboratories? In gardens? Or somewhere else, entirely?
- Packaging: Do certain materials outperform others, in terms of ad engagements? Will glass, cardboard, plastic, or canvas strike a chord with consumers?
- CPG Sub-Industries: Which sustainable products and packaging perform best in ads for grocery, wellness, beauty, food industries, and more?
How to Create Inclusive CPG Ads
Advertising must connect with consumers’ personal lives, and this is very true in the CPG industry. Ethical artificial intelligence solutions, like Shutterstock.AI, are unable to track personal trait—like gender, religion, or race. Because of this, CPG brands need to create with a human-centered and human-directed strategy. You can use AI’s insights to compliment the engaging, real-life stories your brand tells.
Our ebook gives insights that can be applied to inclusive ads, such as:
- Settings: Where should models be, while engaging with one another in your ads? This could be anywhere, from a family home to a Pride parade.
- Activities: What should people be doing in your ads? Apply these activities to your ads’ creative direction.
- Events and holidays: Which items are most impactful to include in photos of, say, a birthday party? Are cakes, hats, or streamers more clickable?
This goes to show that, even if DEI-oriented direction needs to have its origins in human creativity, AI can assist in providing oh-so-clickable details to help you make your best campaigns yet.
Download The CPG Marketing eBook
When messaging their ESG efforts, CPG brands need to create with confidence in a highly competitive industry. Download our ebook to learn which creative details can compliment your brand and assist your team of creative thinkers.
