Part 5/9:
Walter also discussed the transformation of advertising from aspirational content to identity-based messaging, highlighting the influence of social media and influencers in creating new consumer desires. In contrast to traditional advertising that sold lifestyle aspirations, contemporary approaches aim to mirror authentic identities, often resulting in a transactional relationship with consumers.
This shift necessitates brands collaborate with influencers to recreate desirability and aspirational branding, contrasting sharply to previous advertising models. Consequently, as the advertising landscape transforms, businesses face the challenge of remaining relevant in an increasingly identity-focused marketplace.