Amid discussions about brand safety, high-quality premium video, channel specific content, data and insights and technology and innovation at the Digital Content NewFronts, it was the cause-marketing theme that resonated with Cotton, Inc.’s Emily Cooper.

“For me, the thing that’s really standing out the most is it feels like this year’s really the tipping point in which people feel like their content needs to speak to a larger purpose and tap into some of the cultural and political movements that are happening,” Cooper says in this interview with Beet.TV.

It’s not just about brands having content that can entertain and content that serves utility, “whether it’s how to style your white jeans or what I’m going to make for dinner,” Cooper adds. “But now really highlighting these stories of change makers and people who have not necessarily had their story told before.”

The Advertising Manager for Cotton, Inc. talks about Meredith Corporation’s NewFront presentation involving people who have stepped up after national disasters and how they’ve been able to make real changes in their communities.

“And not necessarily at the moment of that natural disaster when the cameras are still on but later when the cameras are turned off. And that’s when the hardships really set in.”

Brands can be in a good position to become involved because they often have resources that some community causes might not. Plus they “have the microphone” and can amplify the need for help.

“We know that consumers take it really seriously when brands support a cause and they’re that much more likely to engage with the brand and, if you sell something, shop your products,” Cooper says.

Given that consumers want the path to purchase to be as easy as possible, Cooper noted “a number of different technology innovations this week” that make it as easy as possible.

“Whether it’s shopping in video or shopping within an article. However you can minimize the amount of clicks to the purchase I think will be a win for consumers,” says Cooper.

This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.