Written by Iris Guo

In a competitive and price-sensitive market, longevity is no guarantee. And while short-term tactics may work for that quick uptick in sales, often it’s not sustainable in the long run.  

With an increasingly saturated market, achieving cut-through requires more than just being loud. Future-proofing is a proactive, strategic and necessary approach to anticipating and addressing challenges. 

Like Darwin’s theory of evolution, a brand’s survival comes down to constantly adapting over time. 

To better understand how brands can make sure they are here for the long haul, we explore IMPACT’s top three lessons for future-proofing. 

#1: Engage the next generation 

For the past six years, IMPACT has been working with Rheem Australia on its annual Rheem Apprentice Plumber Grants (RAPG) program.  

The initiative is aimed at supporting apprentice plumbers in the progression of their studies and to help kick-start their careers.  

The challenge is connecting with the next generation of up-and-coming plumbers – a predominantly younger audience born long after the days of the iconic “Install a Rheem” ads of the 80s.    

This year, an integrated communications campaign was developed to drive awareness, increase applications and reinforce Rheem’s commitment to the plumbing industry.  

Feedback from the previous year’s grant participants and stakeholders found that social media was one of the top three channels where apprentices learned about the program. As a result, TikTok was included in the 2024 campaign for the first time.  

This, combined with leveraging Rheem’s heritage status and the trusted relationships apprentices have with their employers and trainers, successfully targeted this younger demographic, earning the campaign industry awards recognition. 

Australia’s Country Women’s Association has also discovered the benefits of social media as a way to engage with the next generation.  

The century-old organisation, which traditionally meets face-to-face, has experienced falling membership numbers in recent years, with several branches struggling to survive.  

In 2019, the first online branch was launched in NSW, with Queensland following suit with the opening of its first online branch this month.  

#2: Prioritise innovation + embrace the digital revolution 

From humble beginnings as a small Danish business making wooden toys, LEGO aimed to inspire imagination and creativity through play. When a fire showed the product’s vulnerability, the founder was determined its new creations would withstand the test of time.  

From limited-edition sets to iconic landmarks to partnerships with pop culture franchises, like Harry Potter, Star Wars and Marvel, LEGO has continued to expand its universe.  

As the world moved into the digital age, video games threatened to overshadow the traditional brick-building experience.  

Embracing the digital revolution, LEGO integrated interactive gaming technology to complement their physical sets with a blend of real-world and virtual play.  

The brick toymaker took this one step further, dabbling in the world of film with a series of LEGO movies and television shows.  

Recent data from Gartner shows that workplace innovation is at an all-time low, a 10 per cent decline from 2021, but without it, LEGO’s future would be reduced to ash.  

#3: Own the conversation + empower your customers 

Establishing a point of difference is critical when it comes to launching or rebranding. However, brands that carve out their own space in the market through leadership are often those that become household names.    

Leakproof apparel brand, Modibodi, originally began as a solution to incontinence, but it was its ability to evolve by breaking down social taboos that has seen it go from strength to strength.  

When it launched in 2013, the topics of periods and incontinence were not covered in mainstream media.  

In 2020, unafraid to own the conversation, it launched a 60-second film titled “The New Way to Period” that highlighted the honest and truthful depiction of what periods can be like – painful, bloody and emotional. The advert was banned on socials, but Modibodi (with a little help from IMPACT 😊) worked with Meta to reverse the decision.  

In 2023, Modibodi launched Australia’s first all gendered period underwear collection, driving conversations about the need for menstrual inclusion for all bodies and genders.  

By championing uncomfortable conversations, the company expanded its customer-base and reputation.  

Whether you choose to invest in new digital platforms, diversify your products or services, or explore new collaborations, the success of future-proofing your brand will ultimately come down to strategic thinking and your willingness to play the long game. 

Is your brand facing new market challenges? If you need support future-proofing your business through comms or redefining your strategic narrative, contact Nicole at nicole@impactagency.com.au.