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Earth Overshoot Day 2024: What Does It Mean?

Earth Overshoot Day 2024

Earth Overshoot Day is a different date each year, and for 2024 it falls on 1st August. That means that from 1st January to 1st August, collectively we have used as much from nature as the planet’s ecosystems can renew during this entire year – that’s according to the latest calculations by Global Footprint Network. So in just seven months, humanity has used what Earth takes 12 months to regenerate. And after today, the remainder of the year corresponds to global overshoot. How Is Earth Overshoot Day calculated? It’s calculated by dividing the planet’s biocapacity (the amount of ecological resources Earth is able to generate that year) by humanity’s Ecological Footprint (humanity’s demand for that year) and multiplying by 365, the number of days in a year. Or if it’s a leap year like 2024, then that would be 366 days. In 1971, Earth Overshoot Day was on 25th December, but since 2005 the date has consistently fallen in August. How Can We Help To #MoveTheDate? The people at the Global Footprint Network naturally want to buck the trend on that graph, with an Earth Overshoot Day that falls later in the year. “Individuals have the power to better their homes and communities. The greatest potential for large-scale impact, however, lies with governments and businesses who align their policies and strategies with the reality of our finite planet,” they explain. “More precisely, immense #PowerOfPossibility can be found in the countless existing solutions that can be implemented at scale. With them, we can make ourselves more resilient and #MoveTheDate of Earth Overshoot Day.” Their Power of Possibility platform highlights many ways we can improve our resource security in five key areas: healthy planet, cities, energy, food and population. Here are some easy-to-digest examples of how we can make change happen: Reforesting 350 million hectares of forest would move the date of Earth Overshoot Day by eight days. Reducing the carbon component of humanity’s Ecological Footprint by 50% would move Earth Overshoot Day by 93 days. Existing off-the-shelf, commercial energy-efficiency technologies for buildings, industrial processes and electricity production could move Earth Overshoot Day by at least 21 days, without any loss in productivity or comfort. If we cut food waste in half worldwide, we would move it by 13 days.   How Can We Reduce Food Waste? Did you know that half of the Earth’s biocapacity is used to feed us? And, in the UK alone, we waste approximately 9.5 million tonnes of food every year. Here are some top tips on what you can do to reduce your food waste and become more sustainable: Store food correctly. This will make your food last longer, so check the packaging for instructions or Google if you’re not sure. Your freezer’s your friend. Whether it’s for leftovers, half a loaf of bread or about-to-turn vegetables, your freezer is the perfect way to reduce food waste. Use a compost bin. Pop vegetable waste, egg shells and coffee grounds into your compost bin! Think about the biggest culprits. What do you throw away the most? If it’s fresh herbs, freeze them for future stews or curries. If it’s milk, freeze in ice cube trays. Revive vegetables. Bendy carrots can be good-as-new if you place them in cold water in your fridge. The same works for salad leaves – simply run ice-cold water over them in a colander. Take a measured approach. Always shop with a list so you only buy what you need, and measure foods such as pasta and rice so you don’t overdo it.   Find out more about Earth Overshoot Day and consider how you can make a difference.

National Apprenticeship Week 2024

A picture of Jude Manning-Smith, Trident Marketing's Digital Marketing Apprentice - celebrating National Apprenticeship Week

It’s National Apprenticeship Week! Taking place from 5-11th February 2024, it brings together businesses and apprentices across the country to shine a light on the positive impact that apprenticeships make to individuals, businesses and the wider economy – and we’ve got first-hand experience at Trident Marketing. The annual week-long celebration, now in its 17th year, will showcase and celebrate apprenticeship employers, training providers, assessment organisations, apprentices, parents, schools, colleges and universities. Together, we can promote the benefits of apprenticeships, showcasing the progression opportunities, exciting new occupational standards, and lots more. We caught up with Jude Manning-Smith – our Digital Marketing Apprentice – to discuss his thoughts on apprenticeships this National Apprenticeship Week. What positive impact has it had on you? It has assisted me in bringing some routine and organisation into my interests in social media, website development and everything else digital. Before, my skills were being put to use on projects of my own, but with no one really steering me between what’s useful and not useful. I would say having people like my line manager Mackenzie – who is very experienced in the field and is an excellent person to learn from – is invaluable. Overall, the impact on my life since starting last January has been extremely insightful. I’ve found myself astounded at little tips and tricks multiple times during the past year. The theme for National Apprenticeship Week 2024 is ‘Skills for Life’. What skills have you learned that will help you throughout your life? Curiosity! This is my first professional experience with social media marketing and online advertising, so a lot of questions were unanswered before starting the apprenticeship. Being able to ask questions and being curious enough to think of them is definitely a deciding factor of how much I will learn when taking part in anything I do. Can you briefly describe what you do in your role? So day to day, the digital marketing team will run clients’ social media, enhancing their profiles by joining community pages, finding potential customers for their business, and also fulfilling basic tasks like uploading posts, responding to DMs and replying to engagement on posts. I also help out with SEO on clients’ websites, and our own, and update news articles too. What’s your favourite thing about your job? Seeing results pay off when I know me and the team have put a lot of hard work into something – whether it be a social post, campaign, or just a one-off task. How do you find juggling your college work alongside the role? A large majority of my course is just reporting on what I complete at work, while ticking the necessary boxes in campaigns we do. So I don’t have to go out of my way too much to complete my Level 3 course. Apart from the odd examination on certain areas of the course, the only real times I stop doing what I’m doing is for the 20% of the job where I research how to use certain applications or look into what could be in the pipeline for future trends or things coming up. The job is my course. What made you apply for an apprenticeship at Trident Marketing? I’d been looking for an apprenticeship in Digital Marketing that was a Level 3 course for about two months prior to seeing Trident Marketing list the role. I wasn’t having any luck finding companies trying to hire a digital marketing apprentice. I knew that was what I wanted to do, as I had a lot of experience with my own social media, plus running accounts for friends and their businesses in the past. But it did surprise me when I saw the lack of offers for Digital Marketing Apprentices, when a lot of these companies didn’t have anyone doing social media in the office. While I do feel more old-fashioned businesses are starting to come around to the idea of paying people to post social media content and run websites, I believe a lot of businesses are still in denial – but there’s no doubt this should be what EVERYONE is doing right now! For anyone who’s looking for work this National Apprenticeship Week, my advice is to not give up – the right role is out there. How did you find the application and interview process? The application was online and was very simple due to me being able to just drag and drop my CV. I then got asked to come in for an interview, which went as well as I could have hoped. I received a call just before Christmas 2022, asking if I wanted to start in the new year. The whole process was very simple. I felt like I had just won the impossible claw machine they have at the beach arcades when I got offered the role! Why do you think apprenticeships are important? I believe apprenticeships are 100% the way forward in education, especially when people, like me, learn so much more on the job, rather than in a classroom. Being able to do this and with people that either do the role, or at the very least know about the industry, is amazing! Apprenticeships are so important for people leaving high school or college, especially as the mind is like a sponge during this time. Thanks for sharing your experience with us, Jude! Find out more about National Apprenticeship Week. And make sure to keep an eye on any marketing career opportunities with Trident Marketing.

Electric Car Update

An electric car charging with a super-imposed light blue graphic showing pie charts and percentages

We’ve got a little update for you: our electric car fleet has grown to a family of five! Finance Director Yvette and Project Manager Chris now have electric cars too, taking us another step forward in our sustainability journey. In our drive to becoming fully electric, we’ve already seen a massive difference – spending £15,518.36 less on fuel from October 2022 to September 2023, compared to the year prior. Those figures will be even better for the current period, as our company cars are all electric now – and will be going forward. But… did you know that the electric car movement isn’t all that new? La Jamais Contente, a torpedo-shaped car, was the first ever road vehicle to top 100km/h. It was electric. And the year was 1899! Image credit: Wikimedia Commons Electric Vehicles Of The Past Battery-powered taxis buzzed around London and New York in the 1890s and early 1900s. In fact, there were more than 30,000 electric vehicles registered in the US at a time when the most common form of transportation was still the horse and carriage. Their popularity dwindled due to an absence of power infrastructure beyond big cities, and fuel-powered vehicles soon dominated instead. Why Are Electric Cars Back? So, why have we come full circle? Along with environmental concerns, it’s taken more than a century of battery improvements for electric vehicles to become a viable, appealing alternative to fuel-powered cars. The number of sales has tripled between 2020 and 2022, and although the electric car market accounts for less than 20% of all car sales, the prediction is that they will overtake within the next 15 years. That’s thanks to a number of developments. In 2022, an electric Mercedes travelled over 1,000km through four countries on a single charge. Since then, Toyota and Volkswagen have both announced plans to begin commercial production of next-generation batteries, allowing people to travel roughly double the distance of current petrol or diesel cars without charging. The likes of Ford, General Motors, Jaguar Land Rover and Volvo have set targets of phasing out the production of cars with internal combustion engines entirely by 2040. Engineering firm CALLUM aims to cut charging times to just a few minutes, making the process as convenient as refuelling. Along with Cambridge-based battery developer Nyobolt, the companies have showcased an electric vehicle capable of fully charging in less than six minutes. Mass production is set to begin as soon as this year.   The Future Of Electric Cars With these updates, the understandable concerns around reliability and functionality will potentially become a thing of the past. There are still concerns over price (the average cost to buy an electric car in the UK is £50,000) and practicality en masse – such as, how will a row of terraced houses in compact cities charge their cars at home safely? More recently in America, there have been concerns over electric cars’ inability to withstand cold weather – but by cold weather, we mean -35°C. Which is, thankfully, a temperature that’s never been recorded in the UK. One thing’s for sure, we’ll be keeping our ears to the ground for further developments in the electric car market. Let’s all watch this space!

Marketing Trends For 2024: What To Look Out For This Year

Marketing Trends For 2024

Even if you’re not the type of person to make new year resolutions, you can’t help but get that ‘fresh start’ feeling at the start of a new year. Whether it’s in your personal life or when you’ve got your work hat on, you question what you could do differently. Where should I focus my efforts? Should I try something new? Or (if you’re us) what are the marketing trends for 2024? When setting marketing goals for the year ahead, businesses should adopt a forward-thinking approach that aligns with the rapidly evolving landscape of consumer behaviour and technological advancements. Building meaningful connections with your target audience is more important than ever before, but there are numerous ways to do it – and that’s where it can get a little tricky. The most important thing is to analyse what worked well in 2023… and what didn’t. From there, consider the areas you want to focus on. To help, we’ve gathered together some of the biggest marketing trends for 2024, from sustainability to AI-enhanced search. AI Continues To Soar It’ll come as no surprise that AI is first on our list. According to Kantar’s Media Reactions 2023, 67% of marketers feel positive about the possibilities of Generative AI. For 2024, it’ll bring more opportunities for creativity, scale and efficiency. It’s also expanding into more formats, such as audio and video, so expect significant advances in these areas. A recent example is MusicGen, which takes cues from text descriptions or melodies to create music. If Artificial Intelligence baffles you, our very own Jude covered AI basics this time last year. Search Is Changing It is estimated that 6.3 million Google searches happen every minute. According to Kantar, search engines are the fifth strongest touchpoint that delivers on brand impact, compared to 2018 when it was just 11th. Search is becoming so much more than keywords, with more and more people using voice search. Plus, Google launched Search Labs in 2023, which is currently testing SGE (Search Generative Experience) – bringing AI to the forefront. The Power Of Print Marketing As an antithesis to AI, you’ll be pleased to know that print shows up in our marketing trends for 2024. In a world dominated by digital content, having a break from a screen and holding – for example – a luxurious brochure with beautiful imagery offers a tangible experience. With some businesses neglecting print marketing altogether, this could be your opportunity to stand out from the crowd. Short-Form Videos Get Analysed You may want to rethink your Instagram strategy for 2024. Research by customer engagement company Emplifi shows that branded video content on Instagram Reels outperforms the same on other platforms, including TikTok and Facebook. They found that Reels over 90 seconds had double the median number of video views than those on TikTok. Not only that, Instagram Reels outperform the platform’s own Stories feature, with six times the amount of reach. That’s not wholly surprising, but here’s the crux – advertisers posted five times as many Stories as they did Reels in 2023. Yes, it’s quicker (often promoting posts from the grid) but it’d be wise to adopt a Reels-first approach for 2024. Sustainability Matters Unlike before, putting value in sustainability is no longer a choice – it’s pretty much essential. If you don’t state your policy, achievements or goals, you’re not only neglecting responsibility, but you could potentially lose business too. As consumers become more aware of their own purchasing habits and responsibility, consider your business’ environmental impact – and make this information easily accessible on your website. Of all the marketing trends for 2024, this is the one that shouldn’t be about box-ticking – consumers will see right through you if it’s all for show. Influencer Marketing Goes Niche In the early days of influencer marketing, you would reach out to the people with the biggest followings hoping for big results. But there’s a growing trend for collaborating with influencers who have much smaller audiences, because they get higher levels of engagement from a dedicated, loyal fan base. This opens up the opportunity for targeted campaigns, connecting with specific communities who have specific interests. Think of it as having a conversation with a pal, rather than broadcasting to the entire nation. Want To Discuss Marketing Trends For 2024? If you’d like to understand the marketing trends for 2024 and how they’ll affect your strategy, simply get in touch with our team. Call 01473 823700 or email enquiries@tridentmarketinguk.com and we’d be happy to help.

Our Favourite Christmas Adverts 2023

A mum, dad and daughter watching TV at Christmas

The countdown to Christmas is the most wonderful time of the year – so says Andy Williams and so say us. It’s wonderful for so many reasons. Neighbourhoods glow with twinkly lights, frosty mornings are picture perfect, pigs in blankets become a diet staple, and our TVs get a festive makeover with re-runs of The Vicar of Dibley and a smattering of Christmas adverts. The latter is our focus today, as we choose our top Christmas adverts for 2023. Spoiler alert: John Lewis hasn’t made the cut this year. KFC Christmas Advert This KFC Christmas advert tops the list for its humour. The build-up is sensational, with social media comments from KFC customers begging for turkey at Christmas, set to the iconic operatic sounds of nessun dorma. Our favourite comment? ‘Kfc wen you gonna do turkey at #xmas’. Keeping the grammatically painful, text-speak wording was a hilarious move. The crescendo? We saw you. We heard you. And we ignored you. We’re sticking with chicken. That in itself would be enough to promote KFC, but they have released The Stuffing Stacker burger. Happy days! Tesco Christmas Advert Choosing such an un-Christmassy song is always a bold move for a classic festive advert, but Tesco has pulled it off with How Bizarre by OMC. The theme is: Helping you #BecomeMoreChristmas. It captures what we all do in the supermarket at this time of year. We buy festive treats, then some more festive treats, then realise we only actually went into Tesco for milk. Throw in family get-togethers, Christmas nostalgia and a stroppy-turned-chipper teenager, and you’re most definitely onto a winner. Especially when it is, without a doubt, the advert that we’ve seen the most times this season. Amazon Joy Ride, this year’s Christmas offering from Amazon, is simple yet so effective. In their own words, it’s “a story that proves it’s never too late to embrace your inner child and make new memories with old friends.” Three elderly women watch kids go sledging from afar, with one having the bright idea to purchase a comfortable seat cushion from Amazon. The next thing you know, they’re gliding down the snowy hill themselves, reflecting on their youth and living life to the full. It’s incredibly touching without going overboard. Aldi Taking inspiration from Willy Wonka is a clever move by Aldi, with the recent release of the film Wonka starring Timothée Chalamet. There’s so much to love in this Christmas advert… the innuendos, the narration by Jim Broadbent (a national treasure whose voice manages to make you feel festive), and the return of Kevin the Carrot, who first graced our screens back in 2016. It’s a wonderful example of sticking with what works, but switching up the storyline each year. Bravo Aldi! Boots “Mum, who gives presents to Santa?” – an opening line like this one is bound to lead to a heartwarming advert. What follows is a mad-dash road trip to ‘The North’, with an untimely breakdown, unusual modes of transport, and lots of gift giving along the way. Do they make it? Yes. What does Santa get? Boots own brand flight socks. Why do we like this Christmas advert? The unexpected humorous ending, the music, the regular yet understated product promotions, and the #GiveJoy strapline. There’s no failsafe formula for the perfect Christmas advert; either you capture the nation, or you don’t. But there are a number of tricks that can help to get it right. For us, it’s humour, heart, an easy-to-remember strapline, and music that thoroughly fits the bill, whether festive or not. From everyone at Trident Marketing, we hope you have a very happy Christmas and New Year. Bring on 2024 – you can keep an eye on our blog to see what we get up to next.

A Sustainable Alternative To Black Friday

A sustainable alternative to Black Friday

Now, don’t get us wrong… Black Friday deals can be brilliant. Especially if you’re genuinely in the market for a product – like when your vacuum cleaner breaks and Dyson is offering a £200 saving. Perfect. It can be even more beneficial to businesses, potentially giving you your best profits of the year. But it goes without saying that this major shopping event has a negative impact on the environment. We’re here to explain the impact of Black Friday and offer up some more sustainable options. What Is Black Friday? Black Friday is a major shopping day which started in America in the 1970s and is always the day after Thanksgiving, towards the end of November. Once the Thanksgiving festivities are complete, it’s a chance for retailers to capitalise on the beginning of the Christmas shopping period. In more recent years, the shopping event has gone global. Cyber Monday was introduced in 2005 to become the biggest online shopping event of the year, turning the one-day sale into a whole weekend – or in some cases, a week-long or month-long campaign. Why Is It Called Black Friday? The term has had other meanings, but in the 1980s retailers wanted the derivation clarified. The name Black Friday refers to the fact that retailers traditionally operated at a financial loss for most of the year and made their profit during the holiday season, beginning on the day after Thanksgiving. When this was recorded in the financial records, accounting practices would use red ink to show negative amounts and black ink to show positive amounts. Black Friday, therefore, is the beginning of the period when retailers would no longer be ‘in the red’. Is Black Friday Bad For The Environment? There are some frightening statistics associated with Black Friday. Firstly, online shopping can lead to higher emissions than shopping in stores, which is down to the energy needed to run warehouses and emissions from home delivery. In 2021, UK deliveries from Black Friday sales were estimated to release more than 429,000 metric tons of greenhouse gas emissions. Waste is also another massive factor. Huge discounts and cheap products lure people into buying something they don’t need – in fact, roughly 80% of items bought on Black Friday are thrown away after just a few uses or without being used at all! Products that aren’t thrown away are often returned to the company, but they won’t always be put back on sale, leading to more products in landfill. For this reason – and for the fact that turning a profit isn’t a guarantee with such large savings – some retailers don’t take part in Black Friday at all. In the UK last year, Marks & Spencer, B&M, Next, IKEA, Primark and TK Maxx were some of the big brands who didn’t offer discounts. Is There An Alternative? As a sustainable company, we’re all about Green Friday! This alternative day promotes a focus on responsible shopping by buying from small, local, independent shops or opting for second-hand items. By shopping local, you’re also helping the shops that need your support the most during this cost-of-living crisis. There’s also another angle. There is a Green Friday movement to ignore shopping completely, instead encouraging people to get outside in nature, give to worthwhile causes, create something, meditate, or spend time with friends and family. All that good stuff. What Can Businesses Do On Black Friday? As we said before, if your business sees its biggest takings (and profits) on Black Friday, you’re obviously going to want to take part… who could blame you? Whether you’re a small or large business, there are some things you could consider to make the day more green. Only offer all-in-one deliveries, rather than multiple shipments – or encourage your customers to choose that option. Use as little packaging as possible and make sure any packaging you do use is sustainable. Set up a donation scheme at your physical or online checkout, to environmental charities such as Friends of the Earth, and encourage your customers to do their bit. Whatever you decide is right for you as an individual or your business, we hope you have a successful Black (Green) Friday!

Social Media Will Soon Be The Fastest Growing Channel For Ad Spend

Social Media Engagement

Global advertising spend will surpass £788bn (or $1trn if you want to be truly blown away) next year. These projections come from Warc, as the world’s economy recovers from inflation. Let’s talk numbers: This year, global ad spend is expected to reach £739.5bn, representing 4.4% growth for the market globally. The UK, however, is forecast to decline in US dollar terms by 1% in 2023. Europe is likely to grow slowly in 2023 with an ad spend growth of 0.6%. The UK is the largest single ad market in Europe, with a 4.6% share. The projected decline for the UK is somewhat of an anomaly compared to other markets in the region – Spain, for example, is forecast to grow 5.6%. In 2024, global ad spend is expected to rise by 8.2% to reach the aforementioned $1trn figure. The European rate will grow at 3.6% in 2024. Five companies continue to dominate: ecommerce business Alibaba, Google parent Alphabet, Amazon, TikTok owner Bytedance, and Meta. They are predicted to attract more than 50% of global ad spend this year, with that dominance continuing into next year at 51.9%. Retail media is projected to rise 10.2% this year and 10.5% next year to a total of £112.1bn – this represents 13.6% of all ad spend. Amazon is the destination for 37.5% of all ad spend in retail media, but there’s evidence that UK supermarkets such as Tesco and Asda are continuing to invest in their retail media offerings. Social Media Ad Spend In 2024 Perhaps most interesting is the impact of social media – it will be the fastest growing channel for ad spend within the next couple of years. In 2024, social media will be responsible for over a fifth of total ad spend, worth £179.6bn. Did you know that Meta alone controls 64.6% of the social media ad market? TikTok parent company Bytedance is the next biggest player, with an estimated £31.3bn ad revenue income in 2024. But that’s about 3.5 times smaller than Meta who are, of course, responsible for Facebook, Facebook Marketplace, Messenger, Instagram, WhatsApp, Oculus, and more. Social media’s ad spend predictions are hardly surprising. In the UK alone, 84.3% of the population use social media, and spend an average of one hour and 52 minutes on social media every day. The average TikTok user spends 27.3 hours on the platform each month. Social Media Strategies If you’re not already capitalising on these captivated audiences, you should be. At Trident Marketing, we can oversee your digital marketing and social media strategies, with both organic and paid campaigns. And the collaboration can be big or small depending on your budget – we can do it all, or focus on a core area for your business such as Google Ads or Instagram management. Find out more about our digital marketing services or get in touch today: 📲 01473 823700 📧 enquiries@tridentmarketinguk.com

National Adoption Week 2023: What It Means To Trident Marketing

Brother and sister going for a walk in the countryside

It’s National Adoption Week (16th-22nd October 2023) which holds a special place in our hearts here at Trident Marketing. This week aims to improve the level of awareness about adoption by sharing real-life stories. The campaign, in turn, aims to find homes for children awaiting adoption. Our very own Victoria and Carl have recently been through the adoption process, and they are now the proud parents of an amazing three year-old girl. We caught up with them so they could share their story. What Made Us Want To Adopt? We’ve always wanted to adopt, having been part of many positive adoption experiences. Carl’s dad was adopted, a best friend’s brother was adopted… it’s something very familiar to us. We have a son and there is often pressure after your first child – “When are you having another?” – but we didn’t feel that pressure at all. During lockdown, however, adoption was on our minds a lot. We decided to start the process in December 2020. The Adoption Process Can Be Frustrating There’s no way of sugar-coating it – the adoption process is longwinded and frustrating. It’s also emotionally up-and-down. You could have a really full-on week with lots of ‘adoption homework’, then you might not hear anything for weeks. There are different stages and various requirements, from having your health and finances checked to working in a nursery to demonstrate your capability. We were incredibly lucky that we already had a son and were coming from a happy and secure place, not a place of loss. We can’t imagine how much more difficult it would be for people dealing with infertility or baby loss. However, the end result outweighed any of the frustration for us. The most important lessons we learned? Be respectful of the process, even if you don’t understand the process It takes as long as it takes There is a process for a reason The Day We Met Our Daughter Our adoption approval took 11 months, it was another nine months before we were matched with our daughter, then we had to wait another five months until we actually met her for the first time. But that moment was amazing; like something out of a film. She ran up to us with the biggest grin on her face and shouted “Mummy!” That was thanks to her incredible foster parents, who she’d been with since birth. We got to send a toy and a book beforehand, showing pictures of us, our son and our parents, plus our house and her new bedroom. We were told to wear the exact same outfits from the pictures for that recognition, and it clearly worked. We stayed in a nearby Airbnb for a couple of weeks, so we could build upon the amount of time we spent with her each day, giving her the opportunity to meet her brother too. Then we drove her home, which was incredibly surreal. Our Proudest Moments So Far Naturally, we wondered whether we would love our daughter as much as our biological son. But, hand on heart, we truly do. We’re most proud of the bond our children share. They idolise each other, argue with each other… just as siblings should. We’re also proud that she’s adopted. And of how our daughter openly talks about being adopted – she says that her “tummy mummy” couldn’t look after her, but we can. Don’t be fooled, it’s not all perfect. There have been difficult weeks, but that’s us adapting to each other. Every child is different with different backgrounds, and our daughter already had a routine with her foster parents for two and a half years, which we had to navigate. The ultimate goal is to make sure our daughter is a kind, happy human – that’s all we want. Are you looking to adopt? Visit the Adoption UK website to find out more.

Recycle Week 2023: The Big Recycling Hunt

Recycle Week 2023 The Big Recycling Hunt

Now in its 20th year, Recycle Week (which runs from 16th to 22nd October 2023) is the flagship annual event by Recycle Now. A celebration of recycling across the nation, it’s the one week of the year where retailers, brands, waste management companies, trade associations, governments and the media come together to achieve one goal: to galvanise the public into recycling more of the right things, more often. Trident Marketing is an ISO 14001 accredited company, so recycling is always a hot topic in the office. Let us tell you more about the event… The Big Recycling Hunt This year’s theme is The Big Recycling Hunt, focusing on ‘missed capture’ AKA the items that can be recycled but are commonly missed in the home. Culprits include aerosols, plastic trays, cleaning products, shampoo bottles and – would you believe it – food tins. The campaign will have two distinct elements. Firstly, encouraging the country’s children to partake in fun activities throughout Recycle Week by providing schools and teachers with a free download pack and various resources. Secondly, there’s a focus on local authorities, partners and brands to share the central message. Which is exactly what we’re doing here. How Do I Know What To Recycle? Rather unhelpfully, recycling rules differ from council to council across the country. Some councils collect glass, others don’t so you have to head to the bottle bank. Some councils accept batteries, but most don’t. Some councils let you mix your recyclables, others want them separated. It can be a minefield. That’s why the work that Recycle Now does is so important. It’s also why everyone needs to spend more time getting to know what is and isn’t recyclable in their area. The best thing to do? Visit the official Recycling Collections gov.uk page. You can type in your postcode, then be directed to your local council’s website – and the rules. If In Doubt, Look At The Label Many of us act on autopilot when disposing of waste, but if you take mere seconds to check the label, it will give you a good idea on whether it’s recyclable or not. The various icons are pretty self-explanatory, but Recycle Now has a guide on recycling symbols for extra clarity. For example, stating when something should be recycled with its lid on. Did you know that caps and lids under 40mm in diameter are too small to be captured for recycling, because they fall through the holes in the screens at the sorting facility? At Trident Marketing, we make sure everything that can be recycled, is recycled – from cardboard packaging to tin foil and even grass cuttings. It’s the very least we can all be doing to reduce our collective carbon footprint.

Threads vs X: What’s Going On?

Threads vs X

On 5th July 2023, Meta launched Threads, an app built by the Instagram team for sharing with text. Essentially, it’s a close rival to X (formerly known as Twitter). That’s a whole other story. On 23rd July, Elon Musk tweeted “And soon we shall bid adieu to the Twitter brand and, gradually, all the birds” – before saying that if a good enough logo were posted, it would go live worldwide the next day. Quite the bold strategy, as we’ve come to expect from Elon Musk. So, what does all this mean for you and your business? Firstly, let’s cover the basics: What Is Threads? Threads is connected to Instagram, but it’s a separate app. It offers a new space for real-time updates and public conversations. Posts can be up to 500 characters long and include links, photos, and videos up to five minutes in length. Posts can be shared onto Instagram via stories. It’s a casual, conversational space. In fact, Mark Zuckerberg – the founder, chairman and CEO of Meta – described it as the “friendly alternative to Twitter”. How Successful Is Threads? Naturally, many people asked if we needed another Twitter. But the numbers are certainly impressive. Threads is the fastest growing app in history with over 100 million sign-ups in the first week. Plus, Website Planet reported that 87% of the brands they analysed generated more likes on Threads vs Twitter, with a higher engagement rate too. Fast-forward to August and the app began to slow down. In early July, Threads peaked at around 50 million daily active users on Android devices worldwide – but that number is now hovering at around 10 million, according to digital intelligence platform Similarweb. That’s less than 10% of X’s user numbers. According to Sensor Tower, users spend just 2.4 minutes a day on the app – down more than 80%. However, as with any new app or update, there’s a period of adjustment, which Mark Zuckerberg acknowledged early-on. “Tens of millions of people now come back daily. That’s way ahead of what we expected,” he wrote in a Threads post on 17th July. “It’ll take time to stabilise, but once we nail that then we’ll focus on growing the community. We’ve run this playbook many times (FB, IG, Stories, Reels etc).” He also announced new features, including search and web functions, plus sharing via direct messages. Has Twitter’s Rebrand To X Gone Well? When Elon Musk rebranded Twitter to X, weekly active users dropped by 4% from 6th-20th August. The app also fell four spots in the Overall category rankings, down to number 36, according to a new analysis from app intelligence firm Sensor Tower. Around the same time, Threads saw an uptick in downloads with growth up by approximately 50% – moving up to number 12 in the Overall category rankings. Interestingly, in the first week of the X rebranding, Twitter Lite downloads increased by around 350%. That’s the lesser-known, faster, data-friendly version of Twitter. So you could summarise that consumers are confused, with ‘Twitter’ still firmly in their minds. Should I Use X or Threads? That’s the big question. Our advice in the latest edition of Vision still stands. If your target audience is on Threads, along with your competitors, and you can commit to posting, it could be a great option. Odds are your brand is already on X (or Twitter) so you can continue there too. Social media is forever adapting and it’s a good idea to ride the wave. While Threads finds its feet and the dust settles with X, you could duplicate the content across both platforms and compare the success for yourself. Alternatively, get us to worry about it for you! Our Digital Marketing team would be happy to oversee your social media strategy. Get in touch with us today: enquiries@tridentmarketinguk.com 01473 823700

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