The Problem

Brands everywhere are frantically trying to reach people by spending billions on digital ads towards consumers. We now live in a world where brands have created a large social presence where people are eager to participate with brands. However, brands are still talking AT their audience and not WITH them.

Monopoly

• Advertising/social media platforms control the brands' digital ad spending

• Social media platforms know the amounts brands are willing to spend to reach their target audience and capitalize on it

• The increasing cost of reach to the audience

• Difficult to value engagement, are people actually interested in the brand?

Miscommunication

• Brands want to connect with their communities but 96% of people do not trust ads. Meanwhile, social ad spending has grown by 12% per year to US$229.50 billion in 2022.

• While 80% of companies believe they deliver “super customer experiences,” only 8% of people agree.

• People feel disconnected from brands and disconnection can impact their willingness to support a brand in the short/long term.

Lack of transparency

• Platforms' objectives conflict with the users' objectives

• Platforms' objectives conflict with the brands' objectives

Now “it’s time to invest our brainpower into an ecosystem that builds in quality, civility, transparency, privacy and control from the very start, P&G will steer dollars toward players that moderate comments, and link opinions to identities" -Marc Pritchard Proctor and Gamble CMO