Digiday Marketing Briefing – Tuesday, June [Date],

Pride Marketing Muted in

Remember those rainbow-washed logos and limited-edition Pride merch that flooded your feeds every June? Yeah, not so much this year. Brands seem to be taking a step back from the splashy Pride campaigns, and it’s sparking a whole lot of conversation in the marketing world.

Word on the street (or, you know, in industry reports) is that orders for Pride-themed products have taken a nosedive. Some marketing gurus are pointing fingers at the current political climate, suggesting brands are playing it safe to avoid backlash. Others whisper about tighter budgets, implying those rainbow-emblazoned products weren’t exactly flying off the shelves.

But here’s the thing: this shift away from performative allyship might actually be a good thing. Critics have been calling out “rainbow-washing” for years, arguing that many brands were more interested in profiting off of Pride than actually supporting the LGBTQ+ community. This pullback could be the perfect opportunity for companies to ditch the superficial gestures and figure out how to authentically engage with LGBTQ+ consumers and causes year-round.

Cannes Lions Festival Coverage

Get your rosé and berets ready, folks, because the Cannes Lions International Festival of Creativity is back! And you know Digiday’s got you covered with all the juicy insights and behind-the-scenes action.

Starting June , our daily Cannes Briefing will be your one-stop shop for all things creativity, innovation, and marketing brilliance. We’ll be bringing you exclusive interviews, expert analysis, and maybe even a few photos of celebs awkwardly holding awards. (Hey, a reporter can dream, right?)

Sign up here to make sure you don’t miss a single Cannes update!

Sports Sponsorships and Measurement: Asahi Scores Big with Manchester City

Sports sponsorships – they’re not just about slapping your logo on a jersey and calling it a day. These days, brands are looking for measurable results and genuine connections with fans. Just ask Asahi Europe & International.

Ross McIntyre, Asahi’s Global Marketing Manager, knows a thing or two about making sponsorships work. He recently sat down with Digiday to chat about their partnership with Manchester City Football Club and how they’re tracking its success. Hint: it involves a lot more than just counting how many people saw their logo on TV.

Sports Sponsorships and Measurement: Asahi Scores Big with Manchester City

Sports sponsorships – they’re not just about slapping your logo on a jersey and calling it a day. These days, brands are looking for measurable results and genuine connections with fans. Just ask Asahi Europe & International.

Ross McIntyre, Asahi’s Global Marketing Manager, knows a thing or two about making sponsorships work. He recently sat down with Digiday to chat about their partnership with Manchester City Football Club and how they’re tracking its success. Hint: it involves a lot more than just counting how many people saw their logo on TV.

For Asahi, it’s all about those key performance indicators (KPIs), baby! We’re talkin’ brand awareness, sentiment (are people saying nice things about us?), product consideration (hey, maybe I DO need a refreshing beverage…), and of course, cold, hard trial (did they buy it or not?).

But how do you know if that uptick in sales is because of your fancy sponsorship or just because it’s hot out and people are thirsty? That’s where Asahi’s global brand tracking swigs into action. This sophisticated system helps them attribute results directly to the Man City partnership. Think of it like a marketing detective, sniffing out the real impact of their investment.

And the verdict is in: the partnership is a slam dunk! Asahi has seen significant growth in all their key metrics, especially after they leveled up to become the official training kit partner for both the men’s and women’s teams. It seems like fans are vibing with the brand’s commitment to both performance and inclusivity. Go team!

Gen Z Consumer Behavior: Decoding the Enigma

Ah, Gen Z, those mysterious creatures glued to their phones, speaking in TikTok trends, and somehow always two steps ahead of the marketing game. Understanding what motivates these young consumers is like trying to solve a Rubik’s cube while riding a unicycle – tricky, but oh-so-rewarding if you can crack the code.

Lucky for you, a new study is here to shed some light on the enigmatic Gen Z psyche, specifically when it comes to their purchasing habits. And let me tell you, these kids aren’t swayed by just any old marketing ploy.

• Peer Pressure is Real (and Profitable): Turns out, a whopping 21% of Gen Z prioritizes peer and influencer validation when it comes to shelling out their hard-earned cash on non-essential items. Forget flashy ads, these savvy shoppers trust their squad’s recommendations more than anything.



• Social Media is More Than Just Selfies: While some might scoff at their constant scrolling, 54% of Gen Z views social media as a platform for community building and finding content tailored to their interests, rather than just connecting with friends and family. Brands, take note: if you want to reach this audience, you gotta speak their language (and maybe create a killer TikTok challenge or two).
• Experiences Can Wait, New Kicks Can’t: Move over, travel brochures, there’s a new sheriff in town. A surprising 58% of Gen Z would rather splurge on those coveted sneakers or that must-have gadget than jet off on an adventure if they suddenly found themselves flush with cash. For brands targeting this experience-driven generation, it’s time to rethink your reward strategies.

The Evolving Landscape of Brand Activism

Remember when brands could just, you know, sell stuff without worrying about taking a stand on every social issue under the sun? Pepperidge Farm remembers. But in today’s hyper-connected and socially conscious world, consumers, especially those digitally-native Gen Zers, expect brands to put their money where their mouths are.

This brings us to the ever-evolving, often-confusing, and sometimes-controversial landscape of brand activism. It’s no longer enough to just slap a pink ribbon on your product during Breast Cancer Awareness Month and call it a day. Consumers, armed with smartphones and a healthy dose of skepticism, can sniff out performative allyship from a mile away. They crave authenticity, transparency, and a genuine commitment to making a difference.

So, how can brands navigate this tricky terrain without becoming the next viral PR disaster? Buckle up, because we’re diving deep into the dos and don’ts of modern-day brand activism: