Author: citizen

It’s no secret around here that Citizen’s latest piece of IP provides a look at the current state of social connection. We uncovered a fractured story: while people say they crave and desire more of it, we’ve deliberately shrunken our social circles and tend to avoid debate or controversial conversations. In fact, more than a third agree with the statement “I feel more connected to myself” than others.

But what does it mean for brands? After all, successful branded acts rely on social cohesion to some extent: feedback loops, fostering community and conversation. As Dr. Marcus Collins puts it, “the future of ‘brand’ will be communal in nature; those who are able to facilitate community will most likely win while those who still focus on value propositions and product differentiation will most likely lose.” So when we think about people being lonely even while surrounded by others, when we select “conversation off” in our Uber ride, how welcome will our brands be? If we’re not connected, if we’re lonely, culture is more fragmented, and things like effectiveness and trust are at stake.

Our call to brands is clear: create space to bravely take this on. Here are four ways to get started:

1. Let Purpose Drive The Change

Communications and PR professionals are in a unique position – as cultural translators for reputation and risk tolerance – and have greater influence than ever before. McKinsey has proven the power of partnership between CEOs and CMOs in catalyzing growth. Communications leaders, now often in the C-suite, are no different and are in a place for impact when it comes to showing the business case for tackling social connection.

2. Find The Weak Ties

Through the report, we learned about the concept of “weak ties” – the casual chats with a crossing guard or neighbour or barista – and how significant their impact is on wellbeing. Even these casual connections can help give us a greater sense of community and purpose. We love interventions like slow check-out lanes that intentionally create weak ties and combat loneliness.

3. Help People Disagree Better

The report illuminated a sense of a loss of public debate and the idea of polarization as a default state. Nearly 30% are less likely to talk about anything controversial (since 2020) and 15% have lost friends due to polarization. Organizations like the Human Library prove the idea that with proximity, comes acceptance. The opportunity here is not about changing minds or sides, but rather about acceptance and encouraging people to sit with disagreement – with productive, peaceful, respectful disagreement.

4. Change The “Online Vs. Offline” Conversation

It’s time to give more nuance and move beyond the dichotomy of online or offline connection – it’s not “either or”, it’s “both and”. Our research in this area points to a near stalemate: for example, while 81% respondents say at least one online social platform has made a positive impact on their day-to-day lives, 78% prefer to connect offline. The opportunity here is about when and why for each – for example, more online connection may support and bolster accessibility – and how they can be used for deepening connection at large.

To learn more about today’s connection deficit and how brands can tackle it, read our 2023 Citizen Connections Report here and reach out!

Recently, our Strategy team attended 4A’s StratFest 2023 in New York City, hearing from the best in the industry on how to create compelling strategic work. Inspired by the conference, our Senior Strategist, Malav Naik, penned their thoughts on an exploration of the delicate balance between inclusion and alienation. The core theme of the conference this year was Strategic Bravery: the willingness to take risks and push boundaries as the catalyst for impactful work. It’s this bravery that propels brands into the limelight, daring to be inclusive without sacrificing their core audience.

In an era dominated by purpose-led marketing campaigns, brands are rising to the occasion as consumers increasingly demand authenticity and alignment with their values. Citizen’s inaugural Connections Report found that nearly 90% of survey respondents want brands to address a social issue. The push for inclusivity has spurred brands to use their platforms to address social issues, cater to niche audiences, and enhance representation across the board.

While the evolution of brands in response to societal shifts is critical, the landscape is not without its challenges. The current climate of heightened polarization presents a paradox. Despite brands operating with a spirit of inclusion, brand managers are becoming more risk averse in the face of growing backlash. All this is a direct result of our current crisis of social connection; our Connections Report shows 15% respondents have lost friends due to polarization and 30% don’t even want to talk about anything controversial.

So, how can we navigate this delicate balance and avoid the dreaded feedback, “We do not want to alienate our core audience”? Afterall, the best creative is hyper targeted and specific, and being everything to everyone will fall flat.

Here’s a few ways that we can continue to push for a mindset shift i.e. seeing niche audiences as an engine of growth, instead of seeing it as a limitation or constraint.

1. Don’t Fear Specificity:

Embrace the idea that the more personal, the more universal. Dive deep into a community to find insightful nuggets that can create emotional resonance with a broad audience. An unconventional example for this is the hit Netflix show Never Have I Ever. It is one of the most specific depictions of Tamil immigrant culture. However, it struck a note with audiences across the globe as it conveys the universal themes of teenage angst and coming of age.

A generic message risks getting lost in the noise; specificity is the key to standing out. Remember, when you try to talk to everyone, you end up talking to no one.

2. Understand Your Brand DNA:

Define your brand’s purpose and consider how it can be applied to specific communities. Authenticity is crucial, and your brand’s legitimacy to speak on a particular topic should be evident. Purpose isn’t a mere reflection of social media trends; it’s about driving long-term advocacy by seamlessly connecting your purpose to the product you’re selling.

An example of this is the widely successful Vaseline See My Skin campaign. The brand did an incredible job of exemplifying their purpose of ‘healing’. Hence, even when the campaign centered the Black & African-American community, they were able to create emotional resonance with the masses.

3. Build Bridges, Not Walls:

Instead of contributing to the polarization, focus on narratives that bring communities together for constructive dialogue. In a world divided, your messaging should facilitate conversation rather than force people to choose sides. Be a unifying force, emphasizing shared values and common ground.

Coke Studio Pakistan is the perfect example of building community and fostering dialogue. Coca Cola was able to not only generate a ton of impressions, but they also managed to bridge the gap between Indian and Pakistani music lovers.

4. Stick to Your Purpose:

Recognize that abandoning your brand’s purpose in the face of backlash may exacerbate alienation. Staying true to your core values is essential, even in the face of criticism. A powerful example of this is when North Face defended their campaign featuring a drag queen, despite backlash from several fringe groups.

By implementing these strategies, brands can navigate the complex landscape of inclusive marketing, fostering connection and engagement without alienating their core audience. It’s a tightrope walk, but with purpose and authenticity as your guides, you can successfully bridge the gap between innovation and tradition.

About The Author:

Malav Naik is an artist, activist and an award-winning marketing strategy professional. They have honed their multi-disciplinary approach to communications from their experience across brand strategy, advertising and public relations in the USA, Canada and India.

Yesterday, WHO declared the epidemic of loneliness a global health priority and launched a new Commission to help people deepen their social connections. But to foster new social connections – to meet others that you have any interest in starting or maintaining any level of relationship with – requires you to first meet them.

And that’s easier said than done.

Our new Citizen Connections Report, launched just this month, shows that people across the globe have become much more thoughtful about who they spend time with (74% said they think more about who they spend time since the pandemic), limiting their chances of making those impromptu connections. Polarization has made us lose friends (nearly 30% are less likely to talk about anything controversial), so even those that could help grow our social bubbles are susceptible to being socially pruned because of where we are in society today. When we do take the leap to engage with new folks online – whether it’s with the random egg avatar on X or the interesting username on Twitch – only 12% of us trust who we’re talking to. And this ends up affecting brands who’re trying to break into the online space.

Like I said, making social connections is hard.

So we need to make it easier.

While in-person connection is indisputably desired, we need to move on from the “online versus offline” debate as there are clearly unique benefits to both. Our Connections Report clearly shows that online communities are one way to make socially connecting easier.

How? When asked to cite benefits of being part of an online community, respondents said:

• Can be very specific to my interest
• Focused on having fun
• People are just like me

Online communities have the benefits that can help address some of the issues impacting people’s ability to connect with new people. People are way more thoughtful about who they want to spend time around and online communities being filled with people who are just like them and are focused on having fun can be seen as reasons to participate. These benefits also combat the fears and consequences people are facing because of polarization. And when it comes to the issue of trust online – online communities are largely a place where people are bonding over like interests, so there grows a basis of comfort because of that initial relationship building.

Given the role online communities can play, brands should make a concerted effort in developing and supporting their own online communities. But in order for brands to be able to do it strategically and successfully, it will require some extensive intelligence gathering. Why? Before brands can build and manage their online community they need to understand what they are getting into.

Two of the most important things, call it homework, that brands need to do through intelligence gathering before building online communities of their own is to 1) dig deep into understanding their audience culturally, and 2) investigate the relationships and truths that exist between the brand and category and their audience.

Understanding the audience: In order for brands to build online communities it’s imperative to do the work in understanding how their audience operates culturally. Although your audience may purchase and support your brand they exist as a consumer and as a citizen above and beyond the interactions with your brand. It’s important to understand their interests, attitudes, and opinions at large. Once understanding your audience on a more cultural and psychographic level this gives you the ability to identify possible segments within your audience to help you strategically decide how you want to focus and or curate these online community spaces and experiences.

Understanding the relationship: In order for brands to build online communities it’s imperative for brands to acknowledge the good, the bad, and the ugly of how their audience sees and engages with their brand & category. Without this level of intelligence work, without this transparent look inside, it will be difficult for brands to develop the type of community and participate in it as a brand in a relevant but more important – authentic and credible way.

Citizen’s new “Conversational Intelligence” offering is perfectly suited to lead and execute this level of work for brands globally. Our mix of first, second, and third party data sources allow us to paint a clear picture of brand audiences through a cultural lens as well as allow us to present an accurate and insightful read on how a brand’s audience perceives and talks about that brand and its overall product category.

If you want to learn more about Conversational Intelligence or the 2023 Citizen Connections Report, reach out today!

Award season has lasted all year for Citizen and the most recent shows attended were no different. Citizen saw tremendous success at The ADCC Award and The Canadian Marketing Awards. Each show is an industry standout in their own right, Citizen is honored to be recognized by the judges and peers.

The ADCC Awards 

Known for championing Canadian advertising and design, The ADCC Awards honor creative excellence each year. While the awards honor work completed in Canada, the judges hail from all over the world to ensure a high standard. Citizen won across the following categories:

1 Gold Award

• Creative Effectiveness for ReclaimYourName.dic

4 Silver Awards

• Public Service Non-Traditional for ReclaimYourName.dic
• Direct Digital and Online for ReclaimYourName.dic
• Interactive Branded Utility for ReclaimYourName.dic
• Creative Effectiveness in Advertising for Cheetle in Cheadle

1 Bronze

• PR Campaign for ReclaimYourName.dic

The Canadian Marketing Awards 

The Canadian Marketing Association gathered on November 10th to award the best marketing campaigns in Canada over the last year. Leaders from across the industry were present to celebrate the achievements of agencies and brands alike. Citizen snagged trophies for the following:

3 Gold

• Public Relations for Cheetle in Cheadle
• Public Relations for Talk Money to Me
• Environics Analytics Data Driven Marketing Award for ReclaimYourName.dic

4 Silver

• Social Causes- Engagement for ReclaimYourName.dic
• Food + Beverage- Business/Brand Impact for Cheetle in Cheadle
• Food + Beverage- Engagement for Cheetle in Cheadle
• Food + Beverage- Customer Experience for Cheetlen in Cheadle

1 Bronze

• Financial- Innovative Media for Talk Money to Me

The PR industry headed to Washington D.C. last week for PRovoke Media’s Global Summit and Citizen was there for all the action. The 3 day conference hosted a series of conversations and panel discussions for senior leaders in Public Relations to explore the most pressing issues of today and their effects on the industry. Citizen was not only part of three different conversations on stage, they took home some well-earned hardware at the Global SABRE awards.

Jenn Duggan, President Ontario & West took the stage first. Moderated by session sponsor Davis + Gilbert, she joined leaders from PAN Communications and Highwire PR to discuss Best Practices to Attract and Retain Today’s Talent. “You’re not just an employee, you show up as your whole self to work – so whether that means supporting DEI needs or those of a young parent, agencies have to be flexible to suit varying and diverse needs.”, Jenn shared on the subject.

Fresh off the launch of the first annual Citizen Connections Report, Citizen’s SVP of Strategy, Lindsay Page, sat down with Susan McPherson, CEO McPherson Strategies and author of “The Lost Art of Connecting”, to explore the key findings of the report and the tremendous opportunity brands have to combat today’s “Connection Deficit”.

Finally, Citizen’s Stephanie Lett-Dawkins, named PRovoke’s North American Young Changemaker for 2023, joined fellow changemakers from the UK and Australia to discuss retaining diverse talent and deconstructing the use of the term BIPOC. When discussing DEI training and mentorship opportunities, Stephanie commented on the support she’s received at Citizen to help meaningfully move her career forward.

Before heading home, Citizen had much to celebrate at the Global SABREs awards; not only did Lett-Dawkins cross the stage to accept her Young Changemakers award, two Citizen campaigns landed on PRovoke’s list of Top 40 global campaigns of the year list. Both “Cheetle in Cheadle” and ReclaimYourName.dic received this honor, beating out over 5,000 global campaigns submitted for consideration. Chief Creative Officer Josh Budd and SVP Lindsay Page accepted the award on behalf of Citizen’s talented creative, strategy and PR teams.

Thank you to the teams at PRovoke Media for such a memorable opportunity to connect with so many leaders from across the globe  – see you next in New York!

New York, N.Y. (November 6, 2023): Today, Citizen launches its inaugural Connections Report – the company’s deep dive into social connection today.

Over the past few years, a crisis of connection has become evident around the world. This year, the US Surgeon General announced the “epidemic of loneliness” to be more fatal than smoking or obesity. The UK’s Minister of Loneliness – a position created in 2018 – has called this crisis “one of the greatest public health challenges today.” And in Canada, Mount Sinai Hospital cites 45,000 deaths a year to loneliness.

“As an agency with a mission to make every conversation count, we see conversation as a catalyst for connection. The Marketing Communications industry is uniquely positioned to combat the connection crisis – but first we have to understand what’s driving it”, says Nick Cowling, Global CEO of Citizen Relations.

Citizen got curious about what social connection looks like today – what has changed in the last few years? How do people choose to connect – and with who? In June 2023, the agency surveyed over 3000 respondents from across North America and the UK to find out. The data revealed that while people almost universally desire more connection than they’re getting today – they’re held back. This “Connection Deficit,” as Citizen calls it,  is driven by a multitude of factors, mainly:

1. We’ve deliberately shrunk our social circles
2. It’s not about online vs. offline – we need both 
3. Mental health is the biggest barrier

Citizen’s Connections Report reveals the way people connect with each other, with themselves and with society – and the new mandate for brands to tackle social connection today.

Click here to learn more and read the full report.

It was a historic night for Citizen at Strategy Magazine’s 2023 Agency of the Year Gala in Toronto.

Known as Canada’s most prestigious awards show, the AOY Awards celebrates the best of the best in excellence, creativity, and impact across creative, digital, PR, media and design agencies. Citizen took home Gold for the PR Agency of the Year from the field of 11 shortlisted agencies, and paired the agency of the year accolade with one for PR Campaign of the year for their work with PepsiCo Canada,  “Cheetle in Cheadle”.

“It has been an all around incredible year for Citizen and these awards are a reflection of all the passion and talent our teams and clients bring to the work every single day,” said Jenn Duggan, President of Canada (Ontario & West) at Citizen. “These wins just fuel us to keep the momentum going.”

These coveted wins come after an action-packed year of international accolades for Canadian work with wins from such award shows as The Clios, Webbys, The One Show, LIAs, PRWeek Global and the Cannes International Festival of Creativity.

Earlier this year, Citizen Relations announced their first annual value awards, The Mods, celebrating Citizens who live by the company’s three values:

1. Set The Standard
2. Champion Equity
3. Do What’s Right

Off the back of the company’s rebrand a year ago, Citizen’s focus was to build a global community embodying the values of the modern Citizen. With offices across the globe, it was important to celebrate the Citizens who bring these values to life, not just by talking the talk but by walking the walk. Those who truly live and breathe these values – in their work and with their peers – were nominated by their fellow Citizens, who then shortlisted and scored by a judging committee to land on four winners for 2023. Each winner wins the coveted prize of a trip to a Citizen office of their choosing.

Let’s meet our 2023 winners:

1. Annie Robitaille, Account Manager – Montreal

Annie has been with Citoyen for over 2 years and when it comes to Citizen’s values, she says, “Doing what’s right deeply resonates with me because it means making decisions based on integrity and staying true to yourself and your colleagues.”

2. Paige Caldeira, Senior Account Manager – London

A Citizen since the past 2+ years, Paige  says she  has “a real appetite for Citizen to be at the forefront of change and [she] really wants to make sure everyone is aligned on that journey.”

3. Graham Campbell, Associate Account Director, Experiential – Toronto

Graham is a boomerang-er, a Citizen who left and then returned. Back with Citizen for nearly 4 years, Graham believes “We truly have something magical here. there is genuine love and care in this agency, and that is so hard to come by.”

4. Jordan Hernandez, Associate Director, Content Marketing – New York City

Within a year of being at Citizen, Jordan quickly embraced the Citizen values. She says, “To champion equity we have to be unafraid and unapologetic on when and what we speak on.”

A huge congratulations to all!

Citizen Relations won big at the London International Awards last week. The only award to be fully owned and operated by women, the creative awards festival celebrates the best creative ideas, executions and processes and is one of the most coveted and distinguished creative awards in the marketing and communications industry.

Citizen’s ReclaimYourName.dic campaign, with Elimin8Hate, took home three awards – 2 silvers and 1 bronze:

• Community & Government Transformation: Sustainable Government & Community – Silver
• Data Collection & Research – Silver
• Creative Use of Data – Bronze

The campaign, which set out to normalize Asian identity and names through a custom dictionary of 8,000 Asian names, has been winning accolades throughout the industry. Wins at the PRWeek Global Awards, Fast Company, Innovation SABRES, Webby’s, PRWeek Purpose Awards are just a few of the feathers on the cap. The biggest accolade was Microsoft’s decision to incorporate the plug-in into their own MS Word software update.

A huge congratulations to the team for a campaign that continues to make an impact around the world.

Last week Citizen Relations packed up several trophies to take home after the 2023 PRWeek Purpose Awards in Chicago. In a world with consumers concerned about a brand’s good business practices and brand leaders concerned about profitability, it can sometimes be difficult to execute on campaigns that show success in both areas. The PRWeek Purpose Awards highlight campaigns that skillfully navigate this balance.

As an agency who aims to live by its values of setting the standard, championing equity, and doing what’s right, Citizen is honored and humbled at having work recognized in this space. Citizen’s work with non-profit organization, Elimin8Hate, on the ReclaimYourName.dic campaign took home three awards, including the award for the Most Purposeful Campaign – an award that recognizes the best in show.

The campaign set out to combat bias towards Asian names and normalize Asian identity through creating a custom dictionary of 8,000 names in the most commonly used digital word processor, MS Word. On the heels of huge industry wins such as PRWeek Global Awards, Innovation SABRES, Fast Company World Changing Ideas, The Webby’s, just to name a few,  being recognized for the impactful and purposeful nature of this campaign from this organization is an incredible distinction.

The campaign was awarded wins in the categories of:

• Best Diversity, Equity, or Inclusion Campaign
• Best Impact and Outcomes
• Most Purposeful Campaign

And was further nominated in the categories of:

• Best Use of Technology
• Best Use of Creativity