Last month, News Corp Australia announced the launch of The Growth D_Stillery, a dedicated research and intelligence service offering consumer insights to help marketers navigate brand challenges, anticipate consumer trends and understand where best to invest.
See Also: Behind The Growth D_Stillery: News Corp’s newest research and intelligence offering
The Growth D_Stillery amplifies key research insights on trade marketing platforms, and on News Corp Australia channels. As a part of its release into market, the platform has launched a series of vodcasts hosted by News Corp Australia’s director, Growth Intelligence Centre Dan Krigstein, with guests from all corners of the marketing world.
Released fortnightly, the vodcasts aim “to really humanise these insights,” according to Krigstein, and tackle a new marketing challenge every episode.
Dan Krigstein
This week, Mediaweek spoke to Nick Ingate, founder of Sabbatical Travel and former partner at the brand consultancy group The Projects.
When asked why he said yes to appearing on The Growth D_Stillery vodacst, Ingate points to the fact that he’s known Krigstein since “way back in California when he was at Fox, and Paramount prior to that.”
“Growth D_Stillery was birthed to be more consumer-facing, and that needed content and a whole go-to-market strategy. Daniel and I were talking about the whole idea of the business of being well, and where we see the world and market going.
“He thought it was well-timed to participate in episode three. He wanted to come and share not only my Australian experience, but American and global experience around being in luxury, and building community from a strategy and branding perspective.”
With threats of a recession on the horizon, marketers are tasked with finding their way through an uncertain economy. Ingate says that there are several major hurdles the industry is facing.
“Share of voice and participating in perhaps some of the fear-mongering – I think we’re all jumping on the bandwagon. I think we’re heading into a recession rather than being more optimistic. I think people are having a hard time losing staff to other industries. I think marketeers are not sure on this split between performance and sales communication, versus longer-term brand marketing communications.”
With the episode titled The Business of Being Well, Ingate’s episode of The GrowthD_Stillery vodcast touches on luxury and wellness brands, as well as how a number of successful businesses have a very strong focus on community. When asked whether brands that work in the wellness space benefit from this sense of community in particular, Ingate says it’s something that all brands can utilise.
“The human sense of belonging, that’s quite primal, that’s baked into who we are as a human species. Despite the headlines, WeWork was a community lead business – that whole notion of ‘we’ drove them to change how we think about the office space. So it doesn’t always need to be in the wellness category, even though it does lean into gyms and wellness products, and even beauty products.
“If businesses aren’t thinking about community and aren’t thinking about wellness as an awakening, rather than just a shift or a trend, I think they’re asleep at the wheel.”
Ultimately, Ingate hopes that people leave the vodcast episode with an understanding that wellness isn’t just another trend.
“I believe we’re coming into a period where there’s a great awakening. Young people are leading the charge in this awareness and greater consciousness around what roles we as individuals, businesses, and government play around the world.
“I hope we don’t see it as some sort of organic labelling that we just slap on everything now around wellness, but we really step back and go, ‘Wow, there’s an opportunity for all of us to raise our level of awareness and consciousness around all our decisions, and use our wallet to signify our belief in a better world, a better community, and better businesses.’”
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Top Image: Nick Ingate