Beyond making money, why does your brand exist in the world and in the lives of consumers?
Sometimes such a short question can generate a great debate for a Brand Manager or communication agency. Purpose-based marketing is not new, but in times of crisis it takes on greater relevance.
A generation of more socially conscious consumers
We are facing a new reality in which the consumer has more than just one or two options at the shelf. Connectivity allows them to choose from brands from all over the world from the comfort of their couch, and differentiating your product brings a greater challenge that cannot be solved only with functional attributes or an eye-catching promotion.
According to a study conducted by IBM , consumers are willing lebanon whatsapp resource to pay more for authentic, transparent brands with a positive impact on the environment. This requires brands to thoroughly review their actions, ranging from their production processes, social responsibility, and even social causes and movements they could be part of.
“Consumers are willing to pay more for brands that are authentic, transparent and have a positive impact on the environment.”
The investment of time and effort is challenging, but it can definitely have positive impacts on the business in the long run as your consumers not only take home a brand that fulfills a functional role, but that says something about them when making their choice and gives them a conversation to the world.