Nov 19, 2020
Is humaning just a failed buzzword - or does it actually have longevity?
If you're paying attention to what's going on in marketing over the past week, you may well have heard of 'humaning'. Firstly, let me explain what this is.
Mondelēz International, the global snack food company with brands like Cadbury, Oreo and Philadelphia, have crafted a new concept aligned to their diversity and inclusion strategy called 'humaning'.
Here's the definition in their words:
"Humaning is a unique, consumer-centric approach to marketing that creates real, human connections with purpose, moving Mondelēz International beyond cautious, data-driven tactics, and uncovering what unites us all. We are no longer marketing to consumers, but creating connections with humans."
Now that to me is a mouthful and could do with an extra full stop/period to make more of an impact.
You can read more on their website, however, the content has since disappeared due to the uproar it has caused. But those in the know can go to Wayback Archive - The Internet Archive and see the page that…