Marketing must reflect the reality of our times

The Spanish flu and the Great Depression occurred in a turbulent historical context, marked by the aftermath of World War I and fragile postwar economic structures. Although there was no direct causal link between the 1918–1920 pandemic and the 1929 stock market crash, both events highlighted the social and economic vulnerability of the era: on one hand, the flu disrupted production and decimated the working population, while excessive speculation and insufficient financial regulation triggered the crisis of the 1930s. These challenges, separated by time yet rooted in the same unstable environment, left a legacy of lessons on the need to strengthen international cooperation, public health, and the soundness of the financial system.

Difficult times inevitably spark responsive actions; for example, the Great Depression (1929–1939) devastated the U.S. economy and society, causing bank failures, a drastic rise in unemployment, and a steep drop in industrial production. This precarious situation led President Franklin D. Roosevelt’s administration to implement a series of measures known as the New Deal, aimed at economic recovery and protecting the most vulnerable populations. Under this program, the Social Security Act of 1935 was enacted to provide a pension system for seniors, unemployment insurance, and aid for dependent mothers and children. This legislation was a milestone in the history of social welfare in the United States: it was the first time the federal government intervened directly to guarantee a minimum long-term income for disadvantaged groups, responding to the dramatic consequences the Great Depression had wrought on citizens. Shortly afterward, the minimum wage in the United States was formally established in 1938 with the Fair Labor Standards Act. In Mexico, the minimum wage did not begin to be regulated until 1930, and Social Security was formally instituted in 1943. The institutions we consider fundamental to modern society are, in reality, relatively new.

Difficult periods bring structural changes that must inevitably be reflected in the construction of strategies, tactics, and, of course, marketing teams. Sometimes, these changes happen almost automatically; for instance, the rise of digitalization compelled businesses to hire internet experts or community managers when social media emerged. Donald Trump’s second presidency coincides with shifts in the global, technological, and social order. Much like during the Great Depression, it is a tumultuous period marked by significant changes in the world’s mindset. Consequently, marketing teams must alter the way they approach consumers.

Our current era is not only the result of a highly engaged consumer across different media and algorithms seeking to influence their value systems, diluting the concept of a Single Source of Truth that I have previously discussed. It also unfolds within a context in which workers live in constant fear of being replaced by a machine or, in the worst case, witnessing the collapse of their own society. One might argue that, with media-driven presidents like Milei or Trump, a new reality is being created, but it is equally valid to acknowledge that they are, in turn, products of an already altered reality.

To avoid these frictions, the consumer seeks to “fall asleep”—at least subconsciously. According to the State of Mobile report, this is demonstrated by the 4.1 hours per day Americans spend on their mobile phones. That figure amounts to 125 hours per month, clearly indicating consumer disconnection. For this reason, experiences become so important, not just for their entertainment value but also because they are among the few things that divert consumers from technology. In 2018, the Pew Research Center published the study Teens, Social Media & Technology, in which 54 percent of respondents admitted they spent too much time on their phones. There is no doubt that consumers seek to escape their technological shackles, often through travel, experiences, and many other options.

The marketing team must rise to this challenge by creating significant initiatives that compel consumers to exchange their technological lives for a more meaningful relationship with brands. It is not all about banners, videos, and clicks. To achieve this, it is essential to have a multidisciplinary, highly creative, and resilient marketing team.