Social utility

In the latest in our 'Forward 50' trends series, Nicola Kemp looks at the shift toward social utility.

Digital communications
Digital communications

Consumers view connectivity as a utility just like water, electricity or gas. As Facebook chief executive Mark Zuckerberg famously declared - while something that's cool can fade, something that's useful will not.

For marketers, the shift toward social utility has far-reaching implications. From recognising that providing wi-fi is an expectation, not an added brand benefit, to ensuring that consumers can communicate with your brand seamlessly across platforms, the rise of social utility underlines how important it is for brands to get the basics right when it comes to digital communications.

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