The Intersection of Ikigai and Advertising in 2023: Purpose-Based Advertising
Introduction
In starting a digital advertising agency, I initially wanted to explore doing something truly significant for myself. It was an endeavor into a whole new world of discovery. Although not technically an artist, I found working with CANVA (graphic design program) to be an absolute delight. Given any opportunity at my previous work, I would delve in and try to create everything and anything with this program. It was the highlight of my day or even week to be able to make creatives for my colleagues. That pure elation was my rationale for beginning my advertising company, Origami SD.
Ikigai is a Japanese concept, simply explained as the joy of doing what you love and fulfilling your purpose. Even if it may seem minor, unexciting, or unimportant to anyone else… Doing what you love can transform your whole outlook on life. I hope to spread the elation I feel to others in the ads I create. Ikigai can get lost in the mundane day-to-day tasks we do. But if we can experience that pure joy for even a moment it can drive us to accomplish our greatness.
It has become more crucial in these times of uncertainty to reflect on the core values that motivate us. In advertising, where technological advancements in AI and shifting economics are the norm, Ikigai embodies the internal quest of finding purpose and fulfillment in life. Ikigai intersects with advertising in my business by shedding light on the importance of aligning my values with professional endeavors.
The essence of ikigai itself refers to the convergence and harmonious balance of four fundamental elements: passion, mission, vocation, and profession. Passion represents the things we love, mission signifies what we excel at, vocation refers to what the world needs and profession represents what we can be paid for. When these elements align, individuals experience a profound sense of purpose and satisfaction. Applying this framework to advertising, we can uncover valuable insights helping us to relate more to our ideal clients.
Credit: Toronto Star Graphic, Dreamstime
The Evolving Advertising Landscape
The advertising landscape has experienced a shift with the emergence of digital platforms and AI technologies. Traditional advertising mediums have made way for targeted and personalized marketing strategies, enabling brands to reach specific audiences. This shift has allowed for more efficient and effective advertising, but it has also brought forth challenges in maintaining authenticity and capturing consumer attention.
How Ikigai Can Influence Advertising
The concept of Ikigai can shape advertising by aligning brand purpose with consumer values. Brands that embrace their core values and connect with consumers on a deeper level stand a higher chance of developing long-lasting relationships. By integrating the principles of Ikigai, advertisers can craft authentic messages and engage with their audience through storytelling, creating emotional connections that resonate with individuals.
Challenges and Opportunities in Ikigai-based Advertising
While purpose-driven advertising holds immense potential, maintaining authenticity in the digital world can be challenging. Advertisers must strike a balance between commercial goals and creating a positive societal impact. Additionally, they need to adapt their strategies to cater to the ever-changing preferences and behaviors of consumers.
Strategies for Implementing Ikigai in Advertising
To implement Ikigai-based advertising, it is crucial to conduct in-depth consumer research including analytics, and understand their values. By identifying the passions and missions that resonate with their target audience, brands can craft purpose-driven marketing campaigns that align with these values. This approach enhances the authenticity of the brand and fosters meaningful relationships with consumers.
Also, the utilization of SEO (search engine optimization) has helped advertising to target specific clients who are searching for their products. Digital advertising has transformed the ability of businesses to reach those clients who use search engines to find their products. Then with the data advertisers can customize their ads to reflect their target audience.
Examples of Successful Ikigai-Driven Advertising
Numerous brands and businesses have successfully integrated Ikigai principles into their advertising campaigns. Brands that do this showcase the positive impact of purpose-based advertising on brand perception, customer loyalty, and overall business success.
One such success story is Love your Melon brand which donates 50% of their profits to non-profits that support pediatric cancer research. Love Your Melon was born in a University of St. Thomas entrepreneurship class by two friends, Zachary and Brian, who aimed to create a socially impactful business. Their mission, starting from October 22nd, 2012, has been to enhance the lives of children fighting cancer, initially by providing hats to every child battling cancer in the United States.
After reaching their initial goal of distributing 45,000 hats, Love Your Melon set a new objective: donating one million dollars to pediatric cancer research and offering immediate support to children and their families. So far, they've contributed over $9,836,840 and provided 254,388 beanies to kids facing cancer. Through compelling storytelling, they urged consumers to join their cause by purchasing knit caps and other apparel. The campaign not only garnered immense support but also increased sales and brand loyalty.
The Future of Ikigai in Advertising
As technology continues to advance and consumer expectations evolve, the future of Ikigai in advertising holds immense potential. Brands that adapt and continue to prioritize purpose-driven marketing will have a competitive advantage. This may entail embracing emerging trends, such as augmented reality or influencer partnerships, to create unique experiences that align with consumer values.
Understanding and integrating the core principles of ikigai: passion, mission, vocation, and profession- will help businesses in their advertising to connect with their ideal client base. The business’ passion will draw consumers with similar interests. So telling a meaningful and purpose-driven story will attract more and more clients with similarly aligned values.
Conclusion
In an era dominated by digital advancements and rapidly changing consumer preferences, finding purpose in advertising is more crucial than ever. Applying Ikigai principles allows brands to establish meaningful connections with consumers by aligning their core values with purpose-driven marketing strategies. As the advertising landscape continues to evolve, embracing Ikigai will offer brands a compelling opportunity to navigate this digital age while making a positive impact on society.
My hope is to bring this passion to those I have the pleasure to interact with and work with to springboard their company to the next level. Ikigai is the fundamental foundation of what I do and the joy I hope to fill this world with. Does your advertising accurately depict your company’s philosophy? Let me help your business spread and foster a lasting impact with your target audience. Cheers to sharing your uniqueness.
