Beyond words: Brands of the modern era must communicate with consumers ‘beyond words’

Last year will also be marked as the year when the word metaverse (metaversum, metasvemir) became part of everyday vocabulary. This not only points to the creation of a new virtual world into which large companies intend to invest billions but also to a completely new way of communicating with (younger) consumers. It is precisely for this reason that the team that brings new consumer trends every month on the website Trendwatching.com stated that the new year will, among other things, be characterized by a mode of communication that transcends all previous ones.

In fact, one that transcends words themselves. This trend has been aptly named beyond words, which can be translated as 'ineffable, indescribable; above, beyond words' or 'something that cannot be described in words'. And indeed, to convey their message and encourage consumers, brands of the modern era must communicate 'beyond words' and use entirely new tools and technology.

Trend in practice

That it is the right moment for this is confirmed by three triggers of new communication. Trendwatchers primarily cite the previous communication of younger generations, which has transformed from word communication into communication through emojis, video clips, and memes. Visual communication was first embraced by millennials and began to be used en masse after the advent of smartphones. Seven years ago, emoji officially entered the Oxford Dictionary, was declared the word of the year, thus announcing the entry of visual communication into mainstream. Indeed, to the horror of traditionalists, emoji, video clips, GIFs, and memes (especially in the digital world) have become an indispensable part of everyday communication; it is rare for communication to be limited to words alone. Furthermore, a significant change has also occurred in the world of gaming. Games are no longer played just for the sake of playing, or to score points in fictional worlds, but also to socialize.

For this reason, brands like H&M, Vans, or Gucci are trying to find new ways to interact with gamer consumers, and they are getting involved in the game themselves. Additionally, the video game industry offers users non-traditional education: the edutainment market, a blend of learning and entertainment, is growing, which, among other things, is advocated by Elon Musk, who has supported the startup Synthesis, an innovative online academy that teaches participants using games.

As the third trigger, Trendwatching.com cites the emergence of avatars, virtual beings that are already a big deal in China, especially in the music and fashion industries. It is estimated that the virtual idol industry there will grow from $15.5 million (2018) to over $230 million by next year. How exactly these triggers have influenced the relationship with consumers and what the beyond words trend looks like in practice is illustrated by examples highlighted by trendwatchers. For instance, at the end of last year, the city government in Seoul financed the construction of a metaverse, a virtual metropolis where citizens can relocate with a simple move – by putting on virtual glasses. In addition to being able to visit (virtual) historical sites, they can perform some regular bureaucratic tasks, such as filing civil lawsuits. By next year, Seoul plans to realize the Metaverse 120 Center, which will offer all public services in one virtual place. By 2026, it plans to fully build the Seoul metaverse, and city chatbots are already working with citizens – answering inquiries and resolving their complaints.

Quite serious topics

The American company Ally Financial has decided to focus on financial literacy for consumers. In collaboration with Minecraft, it created the game 'Fintropolis' in which players encounter concepts such as cash flow, budgeting, taxes, and investing, based on scenarios that are possible or have already occurred in the real world. American teachers are encouraged to integrate 'Fintropolis' into their curricula, and the game's success is evidenced by the fact that it has been downloaded 670,000 times in the last six months since its launch.

While this American company teaches consumers financial lessons, BehaVR launched the brand NurtureVR, which teaches pregnant women how to welcome childbirth as calmly and relaxed as possible. With the help of VR, they are 'transported' to a calming environment where they can find tools for meditation, breastfeeding simulation, or receive necessary support. The program guides future mothers from the 22nd week to eight weeks after childbirth, or through the postpartum period.

The company Corona has decided to speak about the importance of environmental preservation using technology and help customers reduce plastic consumption. After answering a quiz containing six questions, consumers access the augmented reality project, 'Plastic Reality', which tracks their annual 'plastic' footprint. This Mexican company is the first in the beverage industry to decide to become a company with zero carbon emissions, meaning it aims to completely reduce its negative impact on the environment.

Successful 'storytelling'

The environment is also the theme of the EU Pollinators Initiative, an organization that educates the public about the importance of bees for the survival of the entire ecosystem. Together with bio-architect Vincent Callebaut, it created 'Pollinator Park', a 30-minute VR experience that takes consumers to 2050, a world without bees. In addition to immersing consumers in this world and witnessing a dystopia, they find ways and tools to bring the world back on the right path. An even darker theme is tackled by programmer Luc Bernard, who, in collaboration with 83-year-old Joan Salter, a Holocaust survivor, created the video game 'The Light in the Darkness'. The goal of the game, which will be launched for Xbox this year, is to educate players (especially younger audiences) about the horrors of the Holocaust.

Most of the examples cited by Trendwatching share not only the fact that they educate, encourage, and ease consumers' daily lives but also that each of the mentioned projects involved them (they became co-creators), offered them something 'beyond words', and demonstrated what successful storytelling is. For instance, the game 'Fintropolis', created in collaboration with students, attempted to directly address the challenges and questions that concern them, while 'Pollinator Park' offered a deeper understanding of the issue and, instead of convincing customers to care about the environment like other brands, showed what that care looks like in practice.

The game about the Holocaust has proven that a story can be told in a new way and that good storytelling works across different media. And finally, the examples show how to connect with consumers using new technology and create experiences that are impossible to convey in words. 

{embed_digitalno_izdanje}{/embed_digitalno_izdanje}