Watch For These Marketing Trends In 2019

To maximize your marketing in the year ahead, it’s important to know how to connect with your audience in the ever-evolving marketing landscape. With new technologies and new behaviors impacting the effectiveness of your marketing, it pays to consider the past year’s patterns and note emerging trends.
Here, author Deep Patel shares some of the biggest marketing trends to keep an eye on in 2019.

A shifting marketing funnel. Instead of creating a marketing funnel that accepts anyone, move toward niche audiences. Contacting people and businesses who are interested in your products and services saves you money and time.

Content rises in importance. People crave phenomenal content. In the year ahead, think about how you can create articles or videos that inspire your audience, provoke their thoughts, appeal to their emotions, or excite them. Don’t just write a post to write it; craft a piece with a goal of getting readers to share and engage with it. When you do, you open the door for two-way communication, which ultimately helps you build trust.

AI’s growth continues. Artificial intelligence (AI) can help you target potential leads faster and can perform all kinds of tasks such as monitoring consumers’ online patterns. No matter how you choose to take advantage of AI in the year ahead, it’s smart to pay attention to how your audience reacts to it and whether your competitors use it.

An uptick in chatbots. In 2019, these AI helpers aren’t going anywhere. Grand View Research reports that the worldwide chatbot market will reach $1.25 billion by 2025, growing 24.3 percent annually. Plus, your customers likely want to use chatbots instead of calling someone or sending an e-mail. Nearly half (45 percent) of end users prefer using chatbots for customer service.

Consumers pay more attention to security. People want to know how businesses handle their information, so ensure that your company’s security is thorough. In an era of hacks, leaks and theft, make sure to discuss your security with customers. What are you doing to ensure the safest business experience?

Voice search gets louder. If you haven’t yet explored voice search, make 2019 the year to get ahead of the game by making sure you’re optimized for voice searches. Search Engine Land predicts voice-based commerce sales will soar to $40 billion by 2022.

Visual searches take off. Voice searches will be huge this year and so will visual searches thanks to new camera technology that allows people to find information about something simply by snapping a photo. To take advantage of visual searches, make sure you include Pinterest in your marketing efforts and optimize your website for SEO.

A greater focus on Gen Z. Members of the second-youngest generation crave authenticity and prefer socially responsible businesses. As they get older, their buying power increases. Make sure your marketing reflects what matters to this group to best connect with them in 2019.

Influencers become more personal. While celebrities used to dominate influencer marketing, consumers now lean toward their peers to decide what to buy. Instead of celebrity marketing, many brands are turning to real people (micro-influencers) because people trust individuals like them.

To win at marketing in the year ahead, don’t keep doing what you have always done. Keep an eye on emerging technologies, methods and patterns to maximize your marketing efforts.

Source: Deep Patel is the author of A Paperboy’s Fable: The 11 Principles of Success. The book was dubbed the No. 1 best business book in 2016 by Success Magazineand named the best book for entrepreneurs in 2016 by Entrepreneur Magazine.

What Leaders Should Know About the Rumor Mill

My company recently announced an organizational change. An entire department that used to report to one senior leader was told it would now report to a different senior leader. The funny thing is that when the change was announced, the reaction among employees was, “So what?”

The reason for the apathetic attitude? This rumor had already been circulating around the company for months, so by the time the actual move took place, people no longer had a reaction to it.

In her recent Forbes article, Dr. Carol Kinsey Goman, an expert body language coach, stated that 70 percent of communication that takes place within an organization comes through the grapevine, yet many senior leaders are unaware that it exists or how it operates. In this case, the “grapevine” is the informal and unsanctioned communication network found in every organization.

Goman interviewed more than 1,100 employees in a wide variety of companies and industries regarding the power of the grapevine.

1. Rumor trumps the actual source. Goman’s interviews revealed that if there were conflicting messages—one delivered during a speech from the company leader and another spread through the grapevine—more people (47 percent) would believe the grapevine, and only 42 percent would believe senior leadership. (The remaining 11 percent were undecided.)

2. Put it in writing. Goman found that putting something in writing tends to give the content more validity. When she asked if people were more likely to believe an official newsletter (online or print) versus the rumor mill, most respondents (51 percent) favored the newsletter, with only 40 percent placing more faith in the grapevine.

3. Direct supervisors were the most trusted sources of information. Due to the more personal relationship that exists between employee and supervisor, it wasn’t surprising that 74 percent said they would believe their boss. Still, many stipulated that it would depend on the quality of that relationship.

4. Certain situations escalate the rumor mill. In her interviews, Goman discovered there were some conditions when you should expect the rumor mill to kick into high gear: These conditions include:

  • When formal communication is lacking
  • When the situation is ambiguous or uncertain (as in times of major change)
  • When there is no sanctioned channel for venting
  • When there is a culture of silos and internal competition
  • When the communicator’s body language (gestures, facial expressions, tone of voice) contradicts his/her verbal message
  • When there is a heavy-handed attempt by management to kill the grapevine

5. Multiple sources of truth. In Goman’s study, 57 percent believed the rumor mill was accurate, but what tends to happen most often in the workplace is that people believe a “blend” of what they hear, rather than making a clear choice between more formal communication and the grapevine.

Companies are a combination of formal hierarchy and informal networks, but most communication strategies consider only the formal organization. While we will always need authentic speeches from senior leaders, for example, it’s just as important to understand the power and influence from the complex web of social interactions and informal networks within our organizations. Identify the most influential people who operate within it and listen to the information being communicated by them.

Source: Carol Kinsey Goman, Ph.D., is an international speaker and a body language coach who helps politicians, business executives and sales teams align their verbal and nonverbal messages for greater impact and professional success.

Washington Proposes State-Wide Plastic Bag Ban

Washington is angling to become the second state – after California – to ban single-use plastic bags. Such bans have the potential to stir sales of branded reusable products, like totes, in the promotional products industry.

“Right now, there are more than 86 million metric tons of plastic in our oceans and the equivalent of five grocery bags of plastic trash for every foot of coastline spills into the oceans annually,” said Washington Sen. Kevin Ranker in a recent press statement.

The proposed state bill would prohibit plastic carryout bags, though the ban would be phased in to give businesses time to use up existing stock. Paper bags would be available for 10 cents each. Small plastic bags, used for carrying items including meat, produce and flowers, would be exempt from the ban. The bill is being backed by environmental and conservation groups, as well as an association representing major grocers.

More than 20 communities in Washington already have some form of plastic bag ban on the books, joining a growing movement toward outlawing single-use plastic products. Such bans are a potential boon for the promotional products industry, since they could possibly boost sales of branded tote bags and other reusable items. Charleston, the largest city in South Carolina, recently banned plastic bags, straws and foam containers. California was the first to enact a state-wide ban, though Hawaii essentially has done the same, since all of its most populous counties passed their own plastic bag bans. Major cities like Seattle have authorized bag restrictions, and scores of other smaller municipalities have done the same, including the Philadelphia suburb Narberth, and Lambertville, NJ.

Of course, the push to ban single-use plastic bags has also seen a bit of a backlash. The state of Ohio is eyeing a bill that would prevent local governments from adopting legislation that would tax or ban the use of “auxiliary containers,” a category that includes single-use plastic bags.

Supporters of the pending Ohio legislation say it will bring consistency to the state. Without the bill, “we would have a patchwork of inconsistent laws on the issue around the state, which is a regulatory burden for businesses,” State Rep. Jay Edwards told the Athens News. “Kroger has a full business plan to reduce plastic bags to zero over the next couple years. I believe there are other ways, similar to Kroger’s plan, to go about reducing harmful materials into our environment.”

Earlier this year, the Texas Supreme Court struck down a bag ban in Laredo, which in turn led to Austin no longer enforcing its long-standing bag ban.

Promotional Food Tips & Trends

If you make your money selling food, should you give it away as a promo product? The connection seems like a natural fit, but the reality is that the food service industry looks first to apparel and hard goods when it comes to their promotional needs.

Still, don’t discount food as a powerful gift, especially as suppliers offer the capability to integrate it into a kitted package. Mosinee, WI-based Maple Ridge Farms (asi/68680) has added logoed mugs, beach bags, towels, tumblers, cheese boards and office accessories to its food baskets from suppliers that distributors already trust. “The great thing for our distributor partners is they get to utilize those same supplier relationships and pair it together with our food gifts,” says Jodie Schillinger, director of customer care for Maple Ridge Farms. “Suppliers are trying to be more agile in competing with e-commerce. We’re competing with insta-click and ship. We need to ask ourselves, what are you doing to disrupt it back?”

As far as food trends, Schillinger says spice-infused foods and candies are popular now, echoing the National Restaurant Association report that saw ethnic spices come in at number 10 on its Top 20 Food Trends list for 2018 and number two on its Condiments and Accouterments forecast. Sea salt is also on-trend, Schillinger says: Maple Ridge Farms’ sea salt chocolate caramels – a “rookie product just a few years ago,” she adds – is now its bestselling chocolate.

Wood is also trending, she says, in the form of crates to hold food and cutting boards inside food-gift baskets.

ANNOUNCING THE PANTONE COLOR OF THE YEAR 2019 PANTONE 16-1546 Living Coral

An animating and life-affirming coral hue with a golden undertone that energizes and enlivens with a softer edge

Vibrant, yet mellow PANTONE 16-1546 Living Coral embraces us with warmth and nourishment to provide comfort and buoyancy in our continually shifting environment.

In reaction to the onslaught of digital technology and social media increasingly embedding into daily life, we are seeking authentic and immersive experiences that enable connection and intimacy. Sociable and spirited, the engaging nature of PANTONE 16-1546 Living Coral welcomes and encourages lighthearted activity. Symbolizing our innate need for optimism and joyful pursuits, PANTONE 16-1546 Living Coral embodies our desire for playful expression.

Representing the fusion of modern life, PANTONE Living Coral is a nurturing color that appears in our natural surroundings and at the same time, displays a lively presence within social media.

Pantone Color of the Year 2019, Leatrice Eiseman Quote.

PANTONE 16-1546 Living Coral emits the desired, familiar, and energizing aspects of color found in nature. In its glorious, yet unfortunately more elusive, display beneath the sea, this vivifying and effervescent color mesmerizes the eye and mind. Lying at the center of our naturally vivid and chromatic ecosystem, PANTONE Living Coral is evocative of how coral reefs provide shelter to a diverse kaleidoscope of color.

About Pantone Color of the Year

For 20 years, Pantone’s Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home furnishings, and industrial design, as well as product, packaging, and graphic design.

The Color of the Year selection process requires thoughtful consideration and trend analysis. To arrive at the selection each year, Pantone’s color experts at the Pantone Color Institute comb the world looking for new color influences. This can include the entertainment industry and films in production, traveling art collections and new artists, fashion, all areas of design, popular travel destinations, as well as new lifestyles, playstyles, and socio-economic conditions. Influences may also stem from new technologies, materials, textures, and effects that impact color, relevant social media platforms and even upcoming sporting events that capture worldwide attention.

US, China Agree To Suspend Planned Tariff Increase

A détente has been reached in the ongoing trade war between the U.S. and China. President Donald Trump has agreed to suspend a previously-planned increase of import tariffs on $200 billion worth of Chinese goods. That increase was set to begin on January 1, 2019. Reaction in the promotional products industry, which imports the vast majority of the items it sells from China, was mixed.

Per the agreement, the Trump administration will hold off on boosting tariffs from 10% to 25% for at least 90 days, Newsweek reported. During that timeframe, Washington will continue to negotiate with Beijing to resolve ongoing trade tensions. However, if the parties are unable to reach an agreement after the three months, the 10% tariffs will indeed be raised to 25%.

Import tariffs are a major issue for the promotional products industry, so the development in trade talks between the US and China garnered ample attention from promo executives.

“This is a hugely positive, but likely short-term development, for our industry and the global economy,” Eddie Blau, CEO of Top 40 supplier Innovation Line (asi/62660), told Counselor. “A 15% additional tariff increase would have been a tremendous blow to continued promo industry growth. I believe China will make enough concessions to satisfy the Trump Administration and avoid the further increase. However, I wouldn’t bet on the current 10% rates going away in three short months. This is a long-term and contentious negotiation.”

David Nicholson, president of Top 40 supplier Polyconcept North America, suspects that the stay on the tariff increase will make things a bit easier for the promo market to start the year. Nonetheless, “suppliers will still need to increase prices, but at more moderate levels, which should help keep the current market momentum going. In terms of the broader economy, we remain in a situation with a great deal of uncertainty. I’m not sure that is going to change any time soon. As long as this exists, businesses will be hesitant to make long-term investments and will likely take a ‘wait and see’ approach. That is never good for the overall health of the economy.”

Meanwhile, Paul Lage told Counselor that the 90-day extension lengthens uncertainty for the promo products marketplace. “Many products take longer than 90 days from purchase order to receipt,” said Lage, president of Top 40 supplier IMAGEN Brands(asi/93990/47700). “Pricing to the end-user can be variable, especially for custom overseas orders.” Even if tariffs don’t rise to 25%, Lage anticipates that they will be in place, in some form, through 2019 – a negative for the branded merchandise industry. “There’s a list of issues between the two countries that’ll take years to resolve,” Lage told Counselor.

Executives at Top 40 supplier BIC Graphic (asi/40480) said they’re hopeful that the 90-day hold on the tariff rate increase signals a de-escalation of the trade war, but added that the full implications for the promo industry won’t be known until negotiations are complete. In the interim, the firm is aggressively marketing that its product portfolio contains a wealth of items made outside China. “Nearly 50% of BIC Graphic’s order volume is produced in our U.S. facilities, and we have product sourced from other areas (Korea, Vietnam, India) to provide additional options that will not be impacted by potential tariff increases,” said Melissa Ralston, chief marketing officer at BIC Graphic.

In return for the stay on the tariff increase, China will agree to purchase a not yet agreed upon, but reportedly substantial, amount of agricultural, energy, industrial products and more from the United States “to reduce the trade imbalance between our two countries,” according to the White House. In addition, China has agreed to designate Fentanyl – one of the drugs driving the opioid crisis in the U.S. – as a Controlled Substance, meaning that individuals selling the drug to the U.S. would be subject to China’s maximum penalty under the law. “The principal agreement has effectively prevented further expansion of economic friction between the two countries,” Chinese Foreign Minister Wang Yi told the media.

Investors around the world are breathing a sigh of relief, as stocks and oil jumped on Monday, CNN reported. Major indexes in Hong Kong and Shanghai grew more than 2.5%, and stocks were up 2% or more in London, Frankfurt and Paris. Crude oil spiked by more than 4%. “The good news is that this truce should be seen as Washington recognizing the potential damage on the US economy if tariffs escalate further,” Tai Hui, chief market strategist for Asia Pacific at JPMorgan Asset Management, told CNN.

The deal came as a result of Trump meeting with China’s President Xi Jinping during the G20 Summit in Buenos Aires over the weekend – the first face-to-face meeting between the two leaders since the trade war erupted in July. The Trump administration has already imposed tariffs on about $250 billion worth of imported Chinese goods, affecting approximately 6,000 items. Trump has pushed for these tariffs as part of an intellectual property investigation of Chinese high-technology companies. As for China, the total amount of U.S. products subject to Chinese tariffs comes out to $110 billion, which is 85% of U.S. goods that entered China last year.

The damage has already been done to the world’s second-largest economy, as China’s manufacturing sector failed to expand for the first time in more than two years in November. China’s National Bureau of Statistics said the stagnation was a result of “trade frictions” with the United States and a weakening global economy.

The promotional products industry has been keeping a close eye on the trade war, fearing that tariffs will cause increased product costs, price fluctuations, supply chain disruption and thinner margins. At the ASI Power Summit in October, a majority of surveyed industry leaders forecast the anticipated price jumps to be along the scale of 11% to 20%. So far, headwear, bags, keychains, technology products and accessories, certain drinkware (including stainless-steel items), stationery, coolers, cases and some outerwear are among the items suppliers and distributors anticipate will be affected by tariff-driven price increases.

Christopher Ruvo contributed to this report.

CORRECTION:
An earlier version of this article said that Top 40 Distributor Kaeser & Blair (asi/238600) did not include pricing in its 2019 catalog. That is incorrect. K&B’s Best Buys catalog is indeed carrying pricing.

APISource Inc. Founder and Mentor, Charles G. Brown Passes Away

Dear Friends,

It is with great sadness and heartfelt sympathy that we inform you of the passing of API’s founder, Mr. Charles G. Brown. Mr. Brown passed away peacefully with family by his side the morning of November 21, 2018.

Charles, or Charlie, as we all know him, opened the doors of Charles G. Brown Inc. in Maryland, 1965. Operating as a sole proprietorship in the formative years of the company, Charlie eventually brought on additional team members, including his son Michael Brown and longtime family friend Leo Boone to help grow the business, which included a name change. Originally focusing on emblematic jewelry, Charlie and the team eventually added additional products and services to the API portfolio, including branded merchandise, screen printing, and embroidery to name only a few. Over the years API has continued to evolve into one of the top Branded Merchandise Companies in the United States, receiving top awards from both clients and respected industry publications. API currently sits at number 31 on the Promo Magazine Top 50 list.

Always quick with a witty retort as well as an intelligent solution to any challenge, Charlie always made an impression on whoever he met. Charlie was a mentor and friend to many and kept an active role behind the scenes over the years for which we are all appreciative and grateful.

Charlie is survived by his loving wife, Mary, six children, Michael Brown and Sherrie (wife of Michael), Robert Brown, David Brown and Cindy (wife of David), Cindy Wendt and Pete (Husband of Cindy), Jennifer Stone and David (Husband of Jennifer), and Julie Brown. Charlie is also survived by his grandchildren, Michael, Lesley, Shelby, Hannah, Claudia, Hunter, Elliot, and Lucas as well as Great Grandchildren on the way.

We will have a celebration of life get together at API which is being planned now. Once plans are finalized, we will be sure to let everyone know, as you will all be welcome to join us for some refreshments and some stories about Charlie. In lieu of flowers, please consider making a donation to the American Cancer Society in Charlie’s memory. American Cancer Society Donations.

API would not exist if it were not for Charlie. The relationships that we have built with our clients, our suppliers, and our friends on the API team all started with him. For that, we are eternally grateful.

Rest in Peace Charlie.

Obituary: Charles G. Brown, APISource Inc.

APISource Inc. Founder and Mentor Charles G. Brown Passes Away

Market Efficiently With Segmentation

When launching a new product or service, it may seem very limiting to narrow your market, but it will work in your favor. If your target is too broad, it will be difficult and costly to develop effective promotional messages or reach your more active end users.

Targeting a specific market does not mean that you are excluding people who do not fit your criteria. Instead, target marketing allows you to focus your marketing dollars and brand message on a specific pool of prospective clients that are more likely to buy from you. Think of the brand Huggies, which sells a line of disposable children’s diapers. The people most likely to purchase from Huggies probably have or care for young children. For this reason, it would make more sense to market this product to new families as opposed to single Millennials. Relevance of the product to the consumer is just one of the reasons why target marketing is both an affordable and effective way to reach prospective clients and generatemore revenue.

Here we share three steps developed by Jill Johnson, president and founder of Johnson Consulting Services, to help you establish effective target markets for sales results.

1. Clarify Your Market Segments. The first step is to start identifying patterns in the attitudes, desires, concerns, and decision-making criteria of your prospective consumers. By understanding these characteristics, you can tailor your marketing approaches to reach your target audience and influence their purchasing decisions.

A common step in identifying these patterns is to assess the demographics of your consumers base. There are many demographic variables that can be identified and measured in a consumer market, such as age, gender, income and marital status. Business consumers can consider aspects such as number of employees, revenue, or years in operation. Knowing where your consumers live or work is another method of evaluating your target market.

Understanding your consumers’ intentions, buying motivations and interests also provides powerful opportunities to develop messages designed to trigger a buying response.

2. Mine Your Data. The critical step to developing your target markets is to quantify your market size. You can do this by data mining. Data mining involves analytically reviewing your internal consumer and comparing this to external market information. Look for patterns and relationships to help understand your consumers’ buying patterns, which present opportunities to influence them at each stage of their buying decision-making cycle.

Start by reviewing your internal consumers data. Prepare historical summaries reflecting several years of data. Most people only look at one year of data—this is not sufficient to help you determine whether your market has achieved its maximum potential or whether it is declining. What types of consumer profiles can you create about the end users that buy from you? When do they buy? Who is most profitable to you? Start evaluating how effectively your marketing approaches reach them and match their purchasing decision approach. Then, conduct a detailed review of the available external data. Assess how your current consumer profile aligns with the real market opportunity. Do the demographics show a potential for long-term growth? Does the data show anything else that might impact your sales?

3. Tie Your Target Market To Your Promotional Activities. Your promotional activities must be consumer-oriented and align with how, why and when the consumer buys. Where do they look for information to solve their problems or meet their needs? Who or what influences your buyer? It is not only about the product. You will need different marketing messages for those who are at the awareness stage, which consists of gathering information, then those who are ready to make a final purchase.

Help your prospective consumers understand how you will help them solve a problem or meet a need by using your target market insight to customize your promotional messages. Tie your promotions to their decision-making cycle and move them through their purchasing decision-making stages.

Source: Jill J. Johnson is the president and founder of Johnson Consulting Services, a speaker, an award-winning management consultant, and author of the Compounding Your Confidence.

Johnson helps her clients make critical business decisions and develop market-based strategic plans for turnarounds or growth. Her consulting work has impacted more than $4 billion worth of decisions. She has a proven track record of dealing with complex business issues and getting results.

Why Rituals Matter To Your Success

In business, rituals play an important role. The famous business and life coach, Tim Ferris often talks about his five morning rituals: he makes his bed, meditates for 10 to 20 minutes, does at five to 10 reps of a light exercise followed by some strong tea and finally, he finishes his routine by journaling for five to 10 minutes.

Since we are creatures of habit, rituals can set the intention and tone of our day. Like running through scales, rituals can be mindless ways to clear our minds and allow us to listen to ourselves.

Michael Hyatt, CEO of Michael Hyatt & Company, a leadership development firm, says that there are five benefits to rituals, which we’ll explain here.

First, Hyatt points out that the whole point of the ritual is as much mental as physical. He uses the game of golf as an example. He has a set of rituals, or steps, he goes through every time he approaches the tee box. He says, “I’m not just fine-tuning my stroke, I’m also conditioning my mind for the best possible shot. By dropping into the groove, I get out of my own way.”

Hyatt points out five benefits of optimized rituals:

  1. Help put you in a mental and physical groove for high performance, whatever you’re doing. You’re lined up for the workday with far fewer distractions.
  2. Allow you to perform at a predictably high level. The routine leaves less to chance, so you can focus on performing your best.
  3. Stop you from overthinking, so you’re not constantly engineering and reengineering your entire performance. This frees you up not to worry about whether you can perform but helps you focus on simply how best to do so.
  4. Allow you to upgrade your performance because you’ve broken apart the individual steps. Now, you can focus on tweaking them individually.
  5. Give you a sense of purpose and confidence. By working your ritual, you set your mind and body at ease and take control of what you can control.

That’s why even the most seasoned musicians run their scales before performing. So what are your rituals?

Source: Michael Hyatt is the founder and CEO of Michael Hyatt & Company, a leadership development firm specializing in transformative live events, workshops, and digital and physical planning tools. Formerly chairman and CEO of Thomas Nelson Publishers, Hyatt is also a New York TimesWall Street Journal and USA Today bestselling author of several books, including Living Forward and Platform.

Top Three Things Employers Look For In Job Candidates

In a recent article, Forbes author Shelcy Joseph interviewed Michael Fraccaro, chief human resources officer at MasterCard. She asked him to share what he looks for in a potential hire. In this issue of Promotional Consultant Today, we’ll share what he had to say.

Skills and culture fit. “We’re looking for people who can demonstrate the skills needed for the job they’re applying for—but, equally, if not more important, are people whose motivation and attitude fit with our culture. Candidates should definitely look into those aspects of the company beforehand. Just as you might check Yelp before trying a new restaurant, research the kind of work environment and culture you’re applying to. You can use resources like Glassdoor, Fishbowl, YouTube and other social sites to get an idea of what a company is like from the inside.”

Personality.“In the interview process, candidates who demonstrate grit, curiosity, optimism, a global mindset and a knack for problem-solving tend to make a positive impression. We also value people who are good at building relationships and have a healthy outlook about work-life balance. Being able to speak simply is also important. We deal in a very technical space, but we need to be able to translate what we do so people of all backgrounds can understand. Sharing stories and giving relatable examples are two good ways to make a complex subject simple and engaging. This shows not only that you know your content, but that you’re also able to help people connect with a topic they may not be familiar with. This is a kind of leadership that people at all levels of an organization can demonstrate.”

Agility. “Remember also that how you get things done is just as important as what you’ve done. Employers today take into account how you operate and make decisions in addition to what you’ve delivered. In this fast-paced, increasingly unpredictable world, we’re sometimes faced with new or never-before-seen circumstances. In those instances, it’s important for a company to be confident in the personal qualities such as integrity, fairness and decency that will guide an employee’s responses in situations that can’t be known in advance. They want to be confident that the choices you’ll make will be in line with the company’s values. Personal principles and intentions matter. Be prepared to reflect those in your responses during an interview.”

Fraccaro’s best advice to job candidates: “Be yourself and ask good, thoughtful questions. At Mastercard, as in probably most places, we want people who will bring their hearts and minds and authentic selves to work.”

Source: Shelcy V. Joseph is a contributor to Forbes. She is also the founder of millennial career website A Millennial’s Guide to Life and event series NYCxClothes & Friends. She loves telling stories that move and inspire people to explore their full potential and live their best life.