From health to digital risks: brands become good teachers

Out with the perfect, retouched images of an ideal world. But also the astonishing effects generated with artificial intelligence. To make a mark and accompany the user towards a new awareness, an endothermic camera exploring the depths of the sea showing without filtering the catastrophic effects of global warming on our oceans is enough. With an evocative stop-motion film, the WWF wanted to tell the story of the environment inflamed by sea water. The "In hot water" campaign was made for Cop29 and awarded a few days ago at the 2025 edition of the Clio Awards in New York, one of the most prestigious international creative competitions. It follows the journey of a boy who dives into the ocean, enchanted by marine life. But when he reaches a coral forest, a creeping heat transforms the environment, setting the waters ablaze.

From environmental emergencies to everyday life. Never as much as in this disorienting historical phase due to geopolitical and economic uncertainties brands assume a guiding role. An accompaniment for the daily lives of connected and distracted consumers. A 'gentle push' to lead them towards good practices related to the responsible use of technologies, but also to evolve skills on health, finance, well-being. It is the educational marketing, which refers to the approach of companies that choose to share educational content on their sphere with useful information. The role of Maestro Manzi is being dusted off, adapting it to contemporary challenges in terms of themes and languages: it is aiming at the needs of the consumer, beyond mere products and services, going to impact onpurchasing decisions. This is indicated by the State of the Connected Customer report, which found that 84% of customers say that the educational experience offered by a company is as important as its products or services.

Educational marketing beyond aggressive selling, Forbes wrote a few days ago in its American edition. "The value of this relationship goes far beyond the simple transaction. This builds long-term relationships with customers. When brands continue to publish relevant content, they stay at the centre of attention and encourage loyalty. Satisfied customers become ambassadors. Appreciation for educational efforts can be a key driver of word-of-mouth, making it one of the most effective growth strategies," wrote Kamya Elawadhi.

At the end of the day, the way forward is to become good masters of governing complexity and engaging the business. "Brands must respond to the needs of customers that are increasingly articulated and are not limited to the traditional and functional. This is why it is necessary to propose solutions to the market that contain products and services, but also information, support, training, values. In short, intangible elements that respond to more evolved needs. This is also a good opportunity to evolve the business. One example out of many: in Switzerland, the Migros supermarket chain has even launched an initiative in the world of education, such as the Migros Club Schools, which also offer training courses for business,' says economist Sandro Castaldo, professor in the Department of Marketing at Bocconi University. If in the past we used to talk about business social responsibility, then replaced by brand activism, here it is assumed a salvific guiding role. "The customer, especially in times of uncertainty and on the most complex issues, requires reliable guidance. He is unable to cope independently with the increasing complexity of the product choice process and therefore requires support, which sometimes turns into delegation to the trusted supplier. This is a saving shortcut for the customer, who would otherwise find himself bogged down in a complex choice process, among other things without having the necessary knowledge,' Castaldo points out.

It is a reflection of an increasingly competitive market. Breaking into the heart - and consequently the head - of the consumer becomes challenging. William Higham, author of the best seller 'The Next Big Thing', also argues this: in a world of constant change, being close to the customer is the best way to intercept their loyalty. "What is missing today is certainty. The only thing that is certain is that we are in an increasingly complex and uncertain world. The customer asks companies to help him navigate this difficult situation with reliable information, the right advice and a good dose of certainty. So the brand can offer itself as a reliable and fair guide. In literature, this is referred to as customer advocacy, becoming a bit of a customer's defence lawyer. This means that when the company does not have the right solution for the customer, it must take a step back. Or if a cheaper solution is more suitable for the client, he has to opt for the latter. It is not an easy evolution from past models, but it is the only way to gain the maximum trust from the client,' says Castaldo.