Recession, Familiar Comforts and Social Media

So far in 2009 at least 11 bands have reunited for music tours, and album releases. These include Pavement, Pixies, Faith No More, The Stone Roses, Limb Bizkit etc. 2008 saw even more bands come back including Spice Girls, Take That, Boyzone. And of course we have just heard that Spandau Ballet are back.

When times get tough, we instinctively seek sanctuary in things we are familiar with. An extreme example of this is perhaps how we get in touch with our parents, partners or best friends when things go wrong.

It might come as no surprise to some then, how the creative industries, especially music, traditionally thrive in a recession. After all, as they say, music is the food of the soul, there is arguably nothing that speaks to us in emotional terms better than music.

When times are uncertain we look for the predictable and the familiar, we are less likely to push the boat out and take risks. What better way to part us with our cash, when some don't even know if they'll be employed tomorrow, than to offer us the bands we loved when we were younger.

All brands need to take a sip of this medicine and ensure their audience and customers are aware of their heritage, and values. Days of the hedonistic spirit ads will make way for the good old, safe and comforting whiskey and bourbon ads.

So what does this mean for digital and social media? Your audience and customers, more than before, are now looking for reassurance. Now is the time to develop the personal relationships with your customers that social media can afford you to develop. Simple gestures show you care.