CJRW@SXSW 2019: Emerging trends and the social impact generation

Editor’s note: CJRW’s team of professionals will be providing Talk Business & Politics a daily roundup of activity from this year’s SXSW festival in Austin, Texas. The reporting crew consists of:

Wade McCune – Creative Director
Brian Kratkiewicz – Director of Media and Innovation
Chris Ho – Director of Digital and Interactive Services
Katherine Vasilos – Account Executive
Josh Walker – CJRW Digital Content Writer

Another day in Austin, another blockbuster roster of speakers and sessions. From privacy concerns to tech trends to the relationship between brands and communities, our second day at SXSW was all about consumers.

In each of today’s discussions, one point was very clear. Consumers are running the show, and brands are scrambling to give them what they want, whether it’s a better product or a better world. But first they need better data. Here’s the takeaway from our second day at SXSW 2019.

ENGAGING THE SOCIAL IMPACT GENERATION
As global consciousness continues to rise, how brands handle social issues is more important than ever. Brands are effectively engaging socially conscious Gen Y and Z consumers who want to put their money where their heart is. Studies show that 65% of American youth think that companies, not the government, can make the biggest positive impact in the world. Is your brand ready?

Marcus Byrd, Director of Marketing at Dos Toros Taqueria, talked about social responsibility being a major part of their DNA. Raising money and charitable outreach and connecting to customers hearts are ways they build their social brand. Byrd says “consumers today hold brands more responsible.” Dos Toros Taqueria donates a meal for every taco that is purchased.

Viveka Hulyalkar, Co-Founder and CEO of Beam, spoke about brands creating corporate philanthropy programs that reach new customers by creating authenticity and purpose for the brands. They keep people close to the things that matter and help them realize their power to achieve and invest more in the things they care about today.

2019 EMERGING TECH TRENDS REPORT
Privacy is dead. At least that’s what Amy Webb, professor at NYU Stern School of Business & founder of the Future Today Institute, said in her 12th annual Tech Trends Report session.

Biometric data was the focal point of Amy’s Emerging Tech Trends Report at SXSW and it’s something every consumer and business should care about.

What exactly is biometric data?

According to GDPR (General Data Protection Regulation), biometrics is “personal data resulting from specific technical processing relating to the physical, physiological or behavioral characteristics of a natural person, which allow or confirm the unique identification of that natural person.”

Think smart devices like Alexa by Amazon. About 8% of Americans received a smart speaker during the 2018 holiday. All of these technologies are designed to make us better humans. Yet, they collect behavioral and personal data and the question is: Who owns it and how can it be used? That answer is not yet known.