Strands of Genius: Ed Latham + Social Media Trends 2023
featuring: an interview with our guest editor and a research report
Welcome to the Bonus edition of Strands of Genius! On Fridays, we’ll be publishing interviews from our guest editors, and sharing a research report. Thanks for being along for the ride. Oh and by the way, you look great today :)
:: STEAL THIS THINKING | RESEARCH REPORT ::
A looming recession, mounting inflation, declining consumer spending, and workforce reductions across major business sectors have made things precarious for businesses of all sizes. Despite this uncertainty, many social media marketers find themselves in a position of relative security—they’re getting larger slices of the over-all marketing budget and more agency over their work. After more than a decade of growing pains, social media marketing has finally matured as a profession
:: DIVE IN | THE INTERVIEW ::
ED LATHAM, HEAD OF MARKETING, WAHACA
>> Ed Latham guest curated Strands on August 17th. Read it here.
Tell us a little bit about yourself and what keeps you busy. How did you end up doing what you’re doing today?
My time is spread between trying to stay healthy, physically, mentally and sprinkled with a little volunteering. Wheeling along on my bike in parks and quiet roads keeps me mobile. Nutrition fascinates me and is a borderline unhealthy obsession on some days, trying to eat healthily and make up for years of over indulging in my 20s, but also trying to make delicious food for friends and family. I'm learning the flying trapeze at the moment, which is scary, exhilarating and just so much fun. Living in London we're surrounded by fabulous museums, theatres, concert halls, restaurants and shows, so dabbling in the cultural diversity helps to continually stretch my mind. And occasionally I help out with some local community organising groups trying to re the non-human life (trees, plants, wildlife) in a densely populated urban area. Work wise, I took a strange route. I taught English as a foreign language for 5 years around the world, came back to UK to study, worked in an agency, then joined Unilever's grad scheme. Went to work for Ben & Jerry's ice cream and Pukka herbs (best known for their organic teas) as companies wholly owned by Unilever but separately managed. Then I more recently joined Wahaca, a small Mexican inspired restaurant group in UK.
What excites you most about what you do?
As marketers we have a huge influence on the stories that are told in society, and the people who are seen and represented. In the western world business is the single biggest and most powerful organising structure that we rely upon. Pioneering planetary and human health positive marketing is what makes my job interesting.
What beliefs define your approach to work? How would you define your leadership style?
I recently finished a course to become an accredited coach which has shaped my definition of my approach to leadership.
Every person is a creative, capable, problem solver. My job as a leader is to provide people I work with, at all levels in the organisation, with the context, the space and the honesty to do an excellent job. We don't need to agree, but must always maintain respect, compassion and kindness when we're working together. Speaking honestly, my approach to work is very heart led, and I try to balance that with rational thinking. If I get, or someone in my team gets excited by something, I trust that it will have the capacity to excite and engage our customers and team mates. While there is energy & passion for projects that we believe will help us achieve our long term goals, everything else can work itself out.
What has been the most rewarding project you’ve worked on and why?
Working on pioneering introducing carbon labels onto our menus at Wahaca last year was deeply fulfilling for me. Firstly, it was a first. Secondly, we hugely influenced the media agenda: we pushed it live when it became a legal requirement in UK to put calorie counts on menus for restaurants, and our introduction of carbon on menus too meant we were able to focus attention away from the blunt, deceptive nutritional statistic of a number of calories onto the more pressing need for our species: climate change. Following that we partnered with Imperial College London to do a piece of original academic research to study and publish the findings. AND, it's continuing to have a big impact for us internally, helping us to develop dishes with lower carbon emissions. This year it led us to remove steak tacos from our menu because they were by miles our most carbon emission heavy dish. Their removal catalysed a reaction in the press we hadn't expected: we were on day time TV, on the front page of print news papers, on broadcast radio, all talking about how the food choices we make impact the health of our planet.
We are big believers in diversity -- Not only because we believe in equality, but because we also think it’s better for business. How do you frame these kinds of conversations, both internally and with clients? Is there an emphasis on action, or are the conversations really more about communication?
As a restaurant with a beautifully racially, ethnically, gender diverse workforce, I focus on how I work with Mexican artists, experts, and chefs. From an action perspective it's a question of featuring the work celebrating Mexican culture, especially as someone who isn't Mexican. Our business acts as a gateway to introduce people the richness and lessons in Mexican culture. In addition to that, it's also challenging my team to represent our customers truthfully in our photography and communications and advertising, breaking the stereotypes of who gets represented.
Switching gears a bit, how do you find time to balance personal interests with your career? Do you believe work/life balance is possible? Anything you’ve implemented that you recommend that others try?
Time is our biggest constraint in life. We spend it if it's paid work or in other form of work or pass time. Something I'm working on right now is a Simon Sinek suggestion: work out how many weeks I can reasonably expect to live in good health (that's about 2,500 for me if I'm optimistic). Buy the corresponding number of marbles and put them in a jar, sat on a shelf next to a second similar jar. Each week take a marble out of the first jar and put it in the second. Watch the passing of time. Use it as a visual reminder of how time is passing. Am I spending my time in a way which is fulfilling? If not, what needs to change? So, if you've got any marbles for sale or donation, please get in touch.
What’s your media diet? Where do you find inspiration?
I love a long read in bed, so I'm always reading about 4 or 5 books and often not finishing most of them. Exhibitions, museums, galleries, gardens. Weekends away, somewhere green as much as possible. Also a total sucker for 5 minutes (or 15) of TikTok escapism and giggles. Guardian & BBC news sprinkled with a little Daily Mail. We have more TV subscription services than I can believe (4 at the moment) but rarely watch them. If I take the tube in the evening, I might treat myself to a free paper to muse over.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
Ram Dass - I am loving awareness. Every day when I remember that, I feel more grounded and connected to others.
What's a campaign for social change that you think is important?
Check out Unchecked Since the days of Regan & Thatcher, regulation has got a worse and worse rep. As people we need legislation to keep business in check for our health, safety, and the needs of future generations and the natural world. This campaign seeks to help shift the narrative about regulation in the UK to see the benefits for citizens.
You can keep in touch with Ed at ed@edlatham.com or edlatham.com.
If we can ever be of help to you, even outside of a formal engagement, please don’t hesitate to let us know.
rockON,
faris & rosie & ashley | your friends over at geniussteals.co
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