Polarization has infected society, but tension is not necessarily a bad thing. “Tension is another codeword for balance,” said Tanarra Schneider, group director of Fjord, part of Accenture Interactive. Marketers evolve by maintaining tensions between physical and digital, personal and political.
Tension is the theme of Fjord’s 2018 trends report, said Schneider. Today, people have lost some of that “healthy tension” and either don’t open conversations enough to make room for competing ideas or media pulls the audience too far apart, said Schneider.
Marketing can have a point of view, without offending or losing relevance by sticking to the middle, she said: “It doesn’t have to be tribalism, but you have to consider the impact of your message.”
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