Experts reveal winning trends for lifestyle marketing
By Oluwaseyi Lawal
In a thought-provoking Instagram live hosted by Verdant Zeal, a leading media and marketing communications organization, industry experts delved deep into the nuances of lifestyle marketing and its evolving dynamics.
The session, titled “Lifestyle Marketing: Connecting with the Ever-Changing Consumer,” featured insightful contributions from Prof. Lanre Amodu, a lecturer in the Mass Communication Department at Covenant University, and a seasoned public speaker, alongside the National Trade Manager of Nigerian Breweries, Mfon Bassey.
Prof. Lanre Amodu opened the conversation by defining lifestyle marketing as an approach that goes beyond selling products or services. He emphasized that brands today must develop a personality, becoming entities with values and emotions that resonate with their audience on a personal level.
He said “Brands need to care about what their consumers care about. It’s not just about the service you offer but about connecting with something meaningful in people’s lives,” Prof. Amodu stated.
He highlighted the importance of authenticity, urging brands to establish inherent core values before launching. According to him, retrofitting values after a brand has been established can lead to inconsistency and a disconnect with the target audience.
“Authenticity is key. You can’t keep changing to fit in with what is trending. Brands must stand for something that genuinely resonates with their audience,” he added.
The Head of Public Relations at Airtel Nigeria and morderator of the live session, Sam Adeoye, the moderator, pushed the conversation further by asking about the scalability of authenticity in lifestyle marketing. Prof. Amodu and the National Trade Manager, Mr Mfon Bassey, agreed that a brand’s personality should align with the overall purpose of the organization. Mr Mfon Bassey explained that understanding the insights, motivations, and tensions that drive consumers is crucial in defining a brand’s role in their lives. “Every brand that comes on board should have a personality. This personality, coupled with the brand’s values, should align with the company’s overarching mission,” he explained.
Mfon Bassey also touched on the importance of brand world experience and personalization as trends that are shaping the future of lifestyle marketing. The experts agreed that creating memorable experiences that consumers can relate to is vital for building lasting connections.
Digitalization was highlighted as a game-changer in lifestyle marketing, with Prof. Amodu noting that we are already living in the future where AI and virtual reality (VR) are creating immersive brand experiences. He urged brands to pay attention to digital trends, especially personalization, as they can bring brand experiences closer to consumers, even in their living rooms.
“The future is now. We see AI, VR, and mixed reality integrating into our daily lives. These technologies are not just trends; they are the future of brand experiences,” Prof. Amodu emphasized.
The discussion also explored the role of influencer marketing in lifestyle branding. The trade manager cautioned against viewing influencer marketing as synonymous with lifestyle marketing. He stressed the need for alignment between the influencer’s values and the brand’s core values to maintain authenticity. “People can tell when an influencer is just a paid spokesperson versus when they genuinely align with the brand,” he noted.
Prof. Amodu added that while influencer marketing is effective, it should not be the sole strategy in a brand’s lifestyle marketing approach. He suggested that brands focus on building a community with shared interests, which can then be amplified through influencers who genuinely resonate with the brand’s values.
The Instagram live session by Verdant Zeal provided valuable insights into the ever-evolving world of lifestyle marketing. The experts underscored the importance of authenticity, the role of digitalization, and the careful application of influencer marketing. As brands continue to navigate the complexities of connecting with modern consumers, these discussions offer a roadmap for creating lasting and meaningful relationships.
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