Director – Marketing of ICL Brands Selonica Perumal believes that brands will find themselves at a crossroads this year since the country is navigating an economic recovery.  On this score, the past year was exciting for brands; and while some companies were pulling out all the stops, others appeared to be cutting back.

“There is a shift in consumer sentiment and it’s necessary to see how we can become relevant to consumer groups such as Gen Z,” she said, on LMDtv recently. Perumal added: “Consumers want purpose driven products that go beyond what a brand offers in terms of a product or service, and what they stand for – beyond profit.”

She explained that “the trend towards purpose driven branding emerged a while ago but it’s more important now. Brands must be relevant to the Gen Z audience because authenticity means everything to them. So it’s important to deliver authentic content to connect with them – and genuinely show that you care about them.”

Perumal noted: “Globally, there are many brands that practice purpose driven branding and communications. It’s about ensuring that brands go beyond products or services, create a connection and drive a purpose that’s relevant to the consumer.”

Brands are also operating in a digital-first world today, she observed: “The evolution of digitisation is a part of consumers’ lives so we must look at how brands can connect with them via digital platforms.”

AI is also becoming closer to the ordinary citizen today.

She added: “When artificial intelligence first came into the picture, there was a fear that agency jobs would be redundant because AI can be very creative. Yet, I see artificial intelligence as an execution tool that helps enhance your ideas and actions. And I strongly believe that ideas come from the human mind… and that will never change.”

All these trends make it very challenging for brands since consumer sentiment keeps shifting. Consumers are increasingly exposed to content, and the power of peer recommendations from influencers and content creators is stronger than ever.

“Consumers would look at different options before they purchase because they’re exposed to so much content. So as a brand, it’s important to begin by being authentic, understanding who we are talking to and understanding their pain and pleasure points – and where we can connect.”

Today’s consumers lead both online and offline lives. According to the Director – Marketing of ICL Brands, regardless of which element of their lives is under the microscope, it’s essential for brands to start with a very strong brand idea that is media neutral.

She continued: “It doesn’t matter which platform you want to connect on. You must have a very strong brand idea and then develop a campaign that resonates with it. After that, you need to look at your consumers’ journey and the different touchpoints at which they may connect with you. Once you have figured out those entry points, you’ll see how you can connect with them in terms of your message.”

Perumal added: “You have to curate a message that would be relevant at the receptivity moment.”

“For example, think of what a consumer feels when flipping through a magazine versus scrolling on social media, looking at a billboard or walking into a supermarket. The receptivity moment will be different in each case and you need to send out the appropriate message,” she explained.

Sri Lanka is on an upward trajectory and economic growth is crucial. Perumal stressed that while it’s important to balance international, regional and local brands in the market, it’s paramount to highlight local brands too.

In conclusion, she stated: “More and more consumers are shifting towards local brands because they believe in those brands. There has to be an environment that fosters growth for local brands, supports them and looks at how best to connect them with consumers to deliver the best products or services possible.”