Inbox in Action - October.

Big Cat Insight - The Post-Covid Luxury Landscape

• The luxury market took a huge hit in the wake of the COVID-19 pandemic. Luxury is now no longer defined purely by labels or materials — now we are defining it by the impact that the product or brand has on individuals, society and the environment.
• A whopping SEVENTY-ONE percent of American, British and Chinese consumers say they are more likely to buy from a brand that has made strong commitments to equality and social justice.
• Because of this - Gen Z and millennials are set to represent more than 60% of the luxury market by 2025. Connecting with Gen Z requires a deep commitment.. Eight-five percent of them believe that brands should be about something more than profit!
• It's purpose and ethics over product quality and design these days I'm afraid Chanel...

Big Cat Behavioural Science - Using the Generation Effect… Effectively!

• The generation effect is a memory bias that is based around the idea that self-generated words are easier to remember than externally provided words.
• Studies have proven we are much more likely to retain information when we need to generate an answer, compared to having the same information provided.
• The ads that force your brain to work a little bit will always be the most memorable: you feel like a smarty pants even for a second when you get them. 
• As Shotton says: “The skill of great creative is to balance the effort of solving the puzzle with enough stopping power to get people to pause and think.”
• Read more here and see some amazing generation effect examples.

Big Cat Business - Clever Cats

B Corp Baby!

• We recently submitted our B Corp UK Impact Assessment, which is the second step on our journey to B Corp certification – this whole process can take up to a year to complete. 
• Upon certification Big Cat Agency will join the 3,500 odd other businesses globally that “meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose.
• Find out more about what B Corp means to businesses here!

Keep Calm and Carrie On

• We also want to extend a massive Big Cat welcome to Carrie who joined the pride last month from Canada! Carrie has come on board as a Senior Account Manager / Junior Planner with a keen focus on everything marketing and comms. 
• Carrie has already thrown herself into our new projects, meeting clients and embedding herself into the Big Cat culture. We know she’s going to be a hit!