Google’s most recent campaign ‘Dear Local’ is a love letter to the small businesses and independent traders who create the distinctive character of a neighbourhood, away from the soulless experience of the homogenous high street.
The campaign came about after Google’s ads UK marketing director, Nishma Robb, and her team began poring over search behaviour and picked out a notable shift towards localism. Prompted in part by the limitations of lockdown, this shift to local has been in the air for while, pre-dating the pandemic and in many ways a backlash against modern mainstream retail.
“It’s about consumer behaviour and being more engaged, more invested in your local community,” says Robb. “There was this concern about these small local companies, about if they could continue to exist. We’ve pledged to …
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