This week we’re talking about the lasting effects Elon Musk’s purchase of Twitter may have on the industry, the NHS & Black Panther teaming up and how Black Friday has changed.

Twitter updates:

The question is on everyone’s lips- how will Elon Musk’s takeover of twitter effect the industry? Elon Musk, who once declared he “hates advertising”, wrote:  “The power of corporations to dictate policy is greatly enhanced if Twitter depends on advertising money to survive,” in a now-deleted tweet.

Ad sales represented more than 90% of Twitter’s revenue in its second quarter earnings this year, which reported in July. 

In its 2021 fiscal year it generated $4.5bn (£3.9bn) in advertising revenue, nearly 89% of its total sales.

But now that Musk has gone through with acquiring the social media platform, he has changed his tone. “Twitter aspires to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise,” he tweeted.

NHS & Black Panther:

Disney’s Marvel Studios has teamed up with NHS Blood and Transplant and the Science Museum to harness the fictional sci-fi appeal of Wakanda to inspire people of Black heritage to come forward and give blood. 

For the NHS, the Marvel tie-up will harness its franchise star power to meet the urgent demand for 250 donations every day to treat a variety of blood disorders.

Zeeshan Asghar, head of commercial partnerships for NHS Blood and Transplant, said: “We hope this exciting partnership will help us in reaching a new Black audience with the message that they have the power to provide life-changing blood donations for sickle cell patients.”

Black Friday:

It could be said that Black Friday used to represent the worst of blind consumerism,but the internet and a good dose of cynicism have transformed the shopping event into a prime opportunity for brands to instead showcase their brand purpose and progressive values.

For example, last year saw brands as diverse as Patagonia, and IKEA  opt for ‘Green Friday,’ the anti-Black Friday movement encouraging people to give back to the planet. Some brands such as REI opted out completely, closing stores and encouraging their team to get back to nature rather than shopping centres.

But this year the cost of living crisis holds a different torch to the event. With 89% of consumers expecting inflation to impact their holiday shopping, and research carried out by Landor & Fitch finding that 40% of UK shoppers believe Black Friday deals are not as good as retailers and the press make out, it isn’t looking like an easy one to promote this year.