### In today’s rapidly evolving business landscape, sustainability has transcended the realm of buzzwords to become a baked-in pillar of business strategies.

### However, sustainability in branding extends beyond just reducing carbon footprints; it entails the creation of a durable and enduring brand identity.

Ultimately, a brand’s assets need to be adding value at every touchpoint. Having a strong brand ecosystem, or brand world, that enables a brand to show up consistently, is definitely worth it – in fact consistent branding has been proven to lead to a 23% increase in revenues (1).

But as technology, particularly Artificial Intelligence (AI), continues to redefine various aspects of our lives, it has emerged, perhaps inadvertently, as a catalyst to fortifying the foundations of sustainable brands.

After all, this is an era of urgency. From the 24-hour news cycle, to urgent global challenges, to the rapid onset of incredibly fast asset creation through AI, brands, brand owners and marketers can feel that they must always act in haste. But at what cost?

In this paper we are looking specifically at the effect of a rushed, AI-speed world on financial services brands, and how to create strong brands built to adapt and last. We explore the key components of what makes a strong brand in this new world, and how to maximize brand assets.

*__“In an AI world, a strong brand has never been more vital.”__*

Read more in our latest report: [Sustainable Brands in the Era of Urgency](https://assets.ctfassets.net/sxw14dxmazhg/3n2htqNs4tyWVTNbvGlyD2/f1d1441c2e38601d212a88d8badfddeb/Sustainable_Brands_in_the_era_of_urgency.pdf)
<br>

![sustainabilityreport-ts-2](//images.ctfassets.net/sxw14dxmazhg/6Cbk8FNXEwXwbrngtOeYl1/c88cbfee4218fdfbb24d39dbdf9f15d4/sustainabilityreport-ts-2.png)

__Sources:__

1. Strategies to go digital so that your brand survives. Forbes September 2022.

As we navigate the era of urgency and rapid technological advancements, it is imperative for financial services brands to re-evaluate and strengthen their brand assets to ensure sustainability. Read more in our latest report. 

Brands in the Era of Urgency

## What's going on? 

In the past, everyone has treated B2B and B2C separately, but really it’s all business to human (B2H). If you want to move products, you need to move people. And if you want to move people, you need to move their minds. So, we need to create content that engages on a human level – that’s what B2B marketing should be all about. If we spent as much time engaging with our audience, as we did on perfecting features, benefits and our performance marketing funnel, we’d start to see the quality of sales leads improve dramatically.

## Why does it matter?

As the world becomes more digital, we appreciate real human engagement and conversation more than ever. If you really want to drive growth in your business, it’s time to wake up to the power of branding, purpose, storytelling and emotion. This will help your brand become more meaningful in the minds of your audience. Business audiences want more from you than product features or benefits. They want to be entertained, educated and made to feel special. They’d love to know what your business cares about, what you value. Crucially, they want to be treated as human beings, not as buying machines.

## What can we do?

- It doesn’t mean performance marketing should be ditched. Instead, consider tone of voice alongside conversational and colloquial language, and simplify complex topics and themes as if talking to a friend, and reel them in with a story where people need to hear the ending. 
- Become experts in people, emotion and storytelling. Become a trusted educator for your customers; learn for yourself and experiment. Find out what your customers are really experiencing when they engage with you. 
- Be more human. It will make you more likeable, and if you’re more likeable, the chances are you’ll be more profitable, too.

---

__For more from our 2024 Signals Report, read the full piece [here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf). Or if you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).__


In the past, everyone has treated B2B and B2C separately, but really it’s all business to human (B2H). If you want to move products, you need to move people. And if you want to move people, you need to move their minds. Are we losing this?

In marketing, are we losing sight of ‘Business to Human?

## What's going on?

Nature abhors a vacuum.

The ‘advice gap’ in the UK is estimated to be made up of over 12 million people, with only 9% of adults actively receiving financial advice from an adviser.[1] 

While 72% of people believe that getting financial advice is important, 35% of people are ‘not quite sure’ where they should start looking for it.[2]

Instead, people are seeking out information from other sources.

44% of Gen Z believe they can source good financial advice on social media, and over a fifth of investors aged 18-34 are taking investment advice from Instagram.[3]

## Why does it matter?

People are actively seeking out financial advice; they’re just not using traditional channels.

And that’s leading to worse outcomes and exposing people to foreseeable harm.

58% of under-40s who have invested in high-risk investment products, say their decision was based on hype on social media and the news.[4]

With the FCA reconsidering the advice/guidance boundary, new opportunities to meaningfully engage with a wider audience are emerging for advisers willing to put themselves out there and capture this hungry audience – offering people the help they want at the time they need it.[5] 

## What can we do? 

- Fish where the fish are. Reddit and YouTube, TikTok, Instagram and X are the top five platforms where the under-40s look for financial advice.[6] Rethink your channel strategy. Show up.
- Make yourselves accessible. The average content produced by investors ranks closer in comprehension to academic papers than to financial media.[7] Reconsider your tone of voice. Be conversational.
- Dramatise the value of quality. 44% of people who do not use a financial adviser, have said that it is due to a lack of understanding of what an adviser can offer them.[8] Reprioritise your messaging. Prove your worth.

---

__For more from our 2024 Signals Report, read the full piece [here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf). Or if you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).__

---

1. [https://www.boringmoney.co.uk/learn/articles/do-you-need-a-financial-adviser/](https://www.boringmoney.co.uk/learn/articles/do-you-need-a-financial-adviser/)
2. [https://www.covermagazine.co.uk/news/4126415/people-value-financial-advice-struggle-gain-access](https://www.covermagazine.co.uk/news/4126415/people-value-financial-advice-struggle-gain-access)
3. [https://www.moneymarketing.co.uk/opinion/its-time-for-advisers-to-get-social/](https://www.moneymarketing.co.uk/opinion/its-time-for-advisers-to-get-social/)
4. [https://www.fca.org.uk/publication/guidance-consultation/gc23-2.pdf](https://www.fca.org.uk/publication/guidance-consultation/gc23-2.pdf)
5. [https://professionalparaplanner.co.uk/advice-guidance-boundary-may-lead-to-regulatory-restructuring/](https://professionalparaplanner.co.uk/advice-guidance-boundary-may-lead-to-regulatory-restructuring/)
6. [https://www.fool.com/the-ascent/personal-finance/articles/these-are-the-5-most-popular-social-media-platforms-for-financial-advice-should-you-trust-them/](https://www.fool.com/the-ascent/personal-finance/articles/these-are-the-5-most-popular-social-media-platforms-for-financial-advice-should-you-trust-them/)
7. [https://portfolio-adviser.com/fund-management-articles-written-mostly-by-men-and-more-complex-than-a-level-exams/](https://portfolio-adviser.com/fund-management-articles-written-mostly-by-men-and-more-complex-than-a-level-exams/)
8. [https://www.covermagazine.co.uk/news/4120637/lack-understanding-main-reason-seeking-adviser](https://www.covermagazine.co.uk/news/4120637/lack-understanding-main-reason-seeking-adviser)

Nature abhors a vacuum. The ‘advice gap’ in the UK is estimated to be made up of over 12 million people, with only 9% of adults actively receiving financial advice from an adviser. Find out where consumers are turning for advice...

Seeking advice on social media: should advisers respond or join in?

__Welcome to our annual Signals report, where we look at the marketplace direction that we believe will have a significant impact on how financial services communicate.__

Despite being unable to categorically rule out an end to the permacrisis, we are cautiously upbeat about two broad themes for the year ahead – an attitudinal shift and tech enablement. 

Some of the changes of attitude that we predict will be widely embraced include: the desire for Fame, doing fewer things better and securing greater impact; Long-termism with a focus on the ‘S’ as sustainability becomes embedded and Business to Human, as B2B communications become braver and go beyond product. 

In terms of tech enablement, of course no 2024 signals report would be complete without a view on AI. Very aware that there’s the good, the bad and the reality, AI Driving Emotional Moments is a fascinating review of positive application, as is Hyper-personalisation. Platform enablement is explored in both The New Adviser, which looks at the impact of TikTok on the advice market, and, in One Line of Sight, we outline how holistic financial services interfaces are meeting user expectations.

Enjoy the read ahead.

[Download the report here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf)

If you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).

Welcome to our annual Signals report, where we look at the marketplace direction that we believe will have a significant impact on how financial services communicate. 

2024 Signals Report

Almost as soon as it emerged that Facebook’s trending news section was curated by a team of humans, said team has been fired and the running of the section [handed over to an algorithm](https://www.theguardian.com/technology/2016/aug/29/facebook-fires-trending-topics-team-algorithm).

The result is that, depending on your interpretation of the word, Facebook’s trending news is now much purer. No longer tweaked or censored, the section now gives a much truer indication of the subjects that are trending in your area.

However, those subjects aren’t always suitable viewing or reading for Facebook’s large and diverse audience, and some people are starting to wonder if a little light human editing for the sake of decency, wasn’t so bad after all.

We could go on, but we don’t wish to offend…

Is the news one step too far for AI?

Related News

Mon 17 Jun 2024

Brands in the Era of Urgency

Thu 21 Mar 2024

In marketing, are we losing sight of ‘Business to Human?

Fri 9 Feb 2024

Seeking advice on social media: should advisers respond or join in?

Tue 2 Jan 2024

2024 Signals Report