INDIGO

In the book community, people often face criticism and ridicule from fellow readers who comment on the genres of books they prefer to read. This causes feelings of embarrassment and shame about an individual’s book choices.

THE STRATEGY

The Aim

The aim is to position Indigo as the book store that protects individuals from feeling embarrassed of their preferred book genres.

Who Do We Need To Influence

We’re speaking to book readers who feel embarrassed of their preferred genre.

The Human Problem

Shame. When others express negative opinions about something that a person likes, it can cause feelings of shame and embarrassment. This often leads people to conceal and not express their genuine opinions on a particular topic.

Consumer Truth

Our target likes to read books, but they don't call themselves a "book lover." While book lovers tend to be vocal about the titles they enjoy, book readers typically keep their preferences private. Unfortunately, this can lead to the harmful practice of Genre Shaming; and despite identifying as a book reader, our target are undoubtedly book lovers at heart.

Cultural Truth

Within the book community, many readers have a tendency to shame others for their book choices - known as "Genre Shaming." This involves expressing negatice opinions or mocking particular types of books that are widely enjoyed, such as romance, self-help, book-tok and many more.

Brand Truth

The Indigo’s brand is all about building connections with their customers that lead to meaningful experiences. They aim to add joy to their customers' lives with every interaction they have with them, including in-store and online, ultimately creating an inclusive environment for all.

What Needs To Be Conveyed

We want our target to feel empowered. That, at Indigo, they can feel safe knowing they won't be judged for their book choices and will instead celebrate the genres.