The industry does not seem to have or be aware of any other issues of particular concern. Not on the podiums, at events, conferences, on the agenda or in the calendar. The major, pressing issues that politicians and business leaders, including our clients, are grappling with, and that concern society, i.e. the people we address, are: climate change, armed conflicts, national and international trade barriers and even conflicts, political and social divisions, the resurgence of aggressive nationalism and the isolation of large groups – none of these issues are addressed here. Why is that? Denial, last year's news, escapism or simply a lack of interest?
An example: the drifting away of entire groups in society
In 2021, 23.42% of all eligible voters did not participate in the election, that's over 14 million people! By comparison, in 1972, during the Willy Brandt era, this figure was just 8.89%, and even then it was considered “a lot.” At that time, voting was considered participation in the “high mass of democracy,” a right that had to be exercised unconditionally, according to the consensus at the time. This has been lost. If you include those who vote for right-wing extremist groups, namely 7.85% for the AfD, these people make up the largest group at 31.27%. Some of them not only have values that are very far removed from those that have been considered the social norm up to now, but also their own symbols, codes, language rules, and, last but not least, consumer behavior guidelines. These are unknown to outsiders, who cannot understand or decipher them and are therefore unable to communicate with these people (see our article “How to build up a stupid community”).
So, what can communicators do to address these people? Do they even see them? Can, should, or must they try to reach a consensus with them again? At the very least, it would be worth discussing, and if not at a place like this trade fair, then where? (*All figures are from The Pioneer Business Briefing of September 19, 2023, by the way.)
This industry is too small for so many trade fairs
OMR, DMEXCO, and they are not the only ones – at some point, there will probably only be one. Exhibitors have to divide their budgets, and both are not cheap. Much of what we are seeing now looks like cost-cutting and recycling of existing material. In the process, some big ideas are likely to fall by the wayside.
Does it have to be egocentric? No.
In this respect, neither new nor slightly older agencies differ from their numerous predecessors. They all like to revolve around themselves, preferring to talk to themselves in the form of the target group they currently consider particularly important and decisive. Unfortunately, this is not a long-term strategy, but only a short-sighted one. Fortunately, there are experienced people who approach their tasks in a more systematic, comprehensive, and different way. And that's a good thing.
What remains of DMEXCO '23?
- Good: lots of technology, system, and tool providers. Down to earth, focused on what is feasible, and making real progress. Great, keep it up and more of the same.
- The industry: should ask itself really important questions and strive for meaningful answers. Dear friends and colleagues: let's include the world in our rather small cosmos. Let's take on tasks. Let's become important again, create value, and make “valuable” contributions in the true sense of the word, for you, your clients, the world, and all of us. In any case, that's what drives us at DRIVE.
