Throughout centuries, many traditional industries have gone through transformations, making them better adjusted to the needs of societies in different eras. They developed the ability to adapt to a variety of scenarios and situations in a short timeframe. Today, in times when digital technologies are quickly overtaking the world, businesses in almost all sectors are trying to adapt as soon as possible.
The demographics of customers are changing rapidly as millennials are no longer the youngest and the most revolutionary part of our societies. Those born from the mid-1990s up until the year 2010 represent Generation Z. These people are the youngest as of now and were born in the era of fast technological development. Therefore, Generation Z-ers are naturally adapt to the digital reality of today. Being the most productive and efficient generation, they constantly demand more innovation and novelty from businesses and industries around the world.
This primarily is why all of us are trying to jump onto that digital train. The future is theirs and if businesses want to survive, they should consider what the youngest of us all want and need. Generation Z-ers will soon collectively become the greatest purchasing power we have ever witnessed. They have already started making significant contributions to the global economy but their partake is expected to hit new highs.
Every industry, even those that are not linked with technology and its development are developing rapidly. The financial industry is the prime example of how a sector that has always been traditionally distant from technologies can turn into one of the highly digitalized areas of the economy. All of these happened within just a decade as mobile banks and web platforms are now the primary means of performing financial operations.
Taboos are stumbling blocks for many industries and they are still here
Despite the undoubtedly massive progress, we have made as a civilization in terms of acceptance, many taboos are still around, condemning particular actions hence limiting the work of many industries. However, the vast majority of these sectors still manage to function properly and outreach their customers. Yet, some still need to hide or remain rather discreet in what they do.
This is not easy for many industries as they solely depend on customers getting to their venues or signing up for their products. Some of those sectors are such big taboos in a number of countries that many even struggle to talk about them.
Gambling has long been a well-established, profitable industry. However, it as well remains one of the most stigmatized ones. Many countries have legislation that prohibit gambling in general. Societies in such nations tend to predominantly be conservative.
However, even in some of the most progressive countries, the taboo remains present. With the growth of the digital gambling industry, online casino Spinia Canada came across a number of problems in the country known to be extremely progressive and liberal. Many far-right or nationalist conservative groups regularly organize rallies against the increased spread of online casinos without any relevant and valid arguments. The recent story about criminals laundering millions of dollars through Canadian casinos aggravated the wave of criticism even further.
Gambling obviously is not the only taboo industry. In fact, there are some that are so extremely stigmatized that people working within them are often disowned or alienated. For instance, pornography is one of the most controversial industries. Despite its immense popularity, people working in this area are still subject of abuse and discrimination.
How can businesses use taboos to succeed
Making a massive cultural change that fundamentally shifts society’s behavior is rather difficult and takes a long time and much more effort than the majority of companies are willing to give. Therefore, when thinking of the marketing campaign, make sure that it is primarily aimed at the right audience that will certainly be interested in your product. The second important thing is that the campaign should also be targeting the youth, especially Generation Z-ers.
There already is a diverse range of examples of how major companies that fall under taboo industries used their niche to benefit themselves. One thing they have in common is that the absolute majority of such campaigns were conducted online rather than on TV or newspapers. However, one should always keep in mind that every campaign should be specifically tailored to a particular business. Stealing an idea will most certainly not work for taboo businesses.
Humor first and foremost – good laughter can change a lot
Whenever there is aggression or stigma against a particular sector, promoting a product or a service through a funny, relatable content is a great idea. This makes potential customers, even those who are fundamentally against what you do, think of it differently. Such a process can help you gain a skyrocketing number of customers.
If funny doesn’t work, then it’s time for the sad
Not every industry is about fun and games. Many sectors are taboo because of their profound meaning and contradiction with traditional values that still prevail in many societies. Thus, making jokes and airing them on TV will not be the best way to utilize the taboo.
In such a case, one should do absolutely contrary. Make people see how sensitive and important the issue is for many people. Show how anyone could potentially relate to the situation and how it can be beneficial to many people.
Use big names – attract more attention
Many sectors that are considered big taboos in different countries have never had a chance to pose themselves properly. Therefore, make sure that people and your target audience are aware of what you do and how you do it.
Later on, use any platform you are given to promote yourself. For instance, during the 2019 elections, a Danish politician Joachim B. Olsen used Pornhub to promote himself. His message appeared on the global pornography website and simply said to vote for him once they are done using the website. With this arrangement, Pornhub, which is already a well-known name, managed to make international headlines once again. Some of the biggest publishings covered the story that reached millions of viewers all around the world.
Pornhub is among some influential names in the pornography industry that are actively trying to remove the massive taboo from their sector. In a way, they are succeeding. There is a bigger discussion around porn and its pros and cons than ever before. This is undoubtedly beneficial both for the industry and societies.
Be generous, that always helps
Once again, Pornhub proved itself for having a great marketing team. This company is a great example since it represents one of the most stigmatized industries on earth. During the coronavirus pandemic, the company introduced free premium subscriptions for people in most affected countries. The first one was Italy as the story again was on front pages of media outlets around the world. Many laughed about the news while some praised the company for having a high sense of social responsibility.