3 Trends of 21st Century Public Relations

The three trends in public relations that speaks to me and I’ve chosen to highlight are a multicultural world, the public demand for transparency and corporate social responsibility.

A Multicultural World

We do live in a world that’s more inclusive toward all walks of life and brands tend to adopt that global philosophy when they market themselves. As mentioned in the textbook, “minorities…will comprise more than one-third of the U.S. population by 2016 and constitute a major voting bloc with considerable purchasing power. In terms of global economic growth, China will surpass the United States and become the world’s largest economy by as early as 2025.” SK-II and the #BareSkinProject is just one of the great examples of multiculturalism (link: https://www.sk-ii.com/bareskin.html). The main faces of the campaign are Chloë Grace Moretz, Kasumi Arimura, Chun Xia, Ni Ni, Mayu Matsuoka and Tang Wei; all notable faces in the U.S., Japan and China. The United States and Japan top the list of high spending on makeup and skincare (link: https://www.thelondoneconomic.com/lifestyle/beauty/nation-beauty-obsessed/19/04/ ) while China is a growing power and are fostering an “appearance conscious” young generation. SK-II’s #BareSkinProject is a powerful campaign because it not only sells a worthy product, it also sells a worthy ideal. Going bare skin in today’s day and age is not the norm because it coincides with sloppiness and lowers self-esteem. How the world came to that conclusion is a long story, but when brands like SK-II go head-on to challenge the status quo of multiple cultures is worth applauding and a good trend to follow.

 The Public Demand for Transparency

As mentioned in the textbook, “instant global communications, corporate finance scandals, government regulation, and the increased public demand for accountability have made it necessary for all of society’s institutions…to be more transparent in their operations and to become more “authentic” as a trusted source of information.” McDonald’s Canada’s “Our Food. Your Questions.” campaign is one worth noting and worth adopting in McDonald’s worldwide (link: https://yourquestions.mcdonalds.ca/). Being a fast food chain, it has long struggled with misinformation and unflattering urban myths about where its ingredients originate. In this campaign, real consumers ask real questions and it gives McDonald’s the opportunity to dispel rumors and educate customers. The biggest question is about the beef and where it comes from. McDonald’s responded with a video footage of its Canadian beef processing plant (link: https://www.youtube.com/watch?v=tVA57Z7yxj8 ) and shows that its beef patties are made from real cows. Using phrases like “ground beef just like you would get from a grocery store” and “freezing to keep the meat together” is effective because it speaks to the consumer that understands how to handle food. Low price and speedy prep roused suspicion that McDonald’s doesn’t make “real food”, but the campaign in turn gives the public facts to make informed decisions. This campaign worked very well in Canada, and I believe that it will be as effective worldwide because transparency can be embraced no matter the culture.

Corporate Social Responsibility (CSR)

“Global warming, environmental integrity sustainable development, fair treatment of employees on a global basis, product quality and safety, and ethical supply chains are now on the agenda of all organizations,” as phrased in the textbook. When it comes to furnishings, IKEA has always been my go-to for sleek designs and affordable pricing. All the better that IKEA is as invested in creating great products as they are to the world. The IKEA Foundation focuses on the Circle of Prosperity and that encompasses funding homes, health, education and sustainable income for communities in need (link: https://ikeafoundation.org/). Their mission is to “create a better everyday life for as many people as possible around the world.” In 2017, the “Brighter Lives for Refugees” campaign funded a solar farm to bring renewable power to Jordan’s Azraq refugee camp, making it the first solar plant built in a refugee setting and will reduce carbon dioxide emissions by 2,370 tons annually (link: https://ikeafoundation.org/initiatives/renewable-energy/ ). The IKEA Foundation’s latest undertaking is about supporting climate action in Brazil as they have partnered with the Brazilian Institute of Climate and Society to come up with a plan to save the Amazon rainforest. They are still in the early stages of research, but if you’d like to read more about it here’s the link: https://ikeafoundation.org/story/moving-brazil-towards-a-low-carbon-economy/