The world is in flux. As technology advances, trends emerge, and purchasing power shifts. These challenges force evolution and adaptation as businesses inject brand purpose into marketing campaigns.
Consumers expect brands to contribute, not just make a profit. Brand purpose is critical when marketing to millennials, and others, who prefer brands that drive environmental and social change.
So, for brands looking to build a tribe of loyal customers who share the organization’s values and worldview, advancing social causes is a necessity.
How can brands tackle important issues, while remaining relevant to their tribe?
The first step is to accept that many target audiences, especially millennials, do not respond to traditional advertising approaches. Not just reduced responses, either. No response.
- The mindset is dead set against being sold, so anything that smacks of old-fashioned ads are immediately suspect.
- Marketing is not a one-way message. Social Media gives target audiences a voice.
- Brands focus beyond issues like product performance and affordability, by building tribes.
- Modern consumers do not want to buy something, they seek connection.
- They carefully examine the extent to which the brand stands for something more than just making a profit.
Organizations now are partnering with real consumers. Together, they establish a call to action on shared values. Brands then align with a heightened level of meaning.
- What emotions does the brand evoke? Do the core values align with the consumer?
- Heartfelt approaches (that commercial made me cry!) are more and more common.
- Micro-influencers educate and inform and educate. Awareness campaigns establish a dialogue with consumers to shift perspectives.
- Feedback continues to drive the brand so that it resonates with consumers.
Brands blur the lines between profit and doing-good to foster meaningful relationships with their customers, giving them a reason to care.
As consumer behaviour continues to evolve, and traditional marketing techniques no longer see results, Millennials and Generation Y shop differently than previous generations. And they influence how other age groups buy. They listen carefully to organizational communications, in every venue. Loyal, genuine, trustworthy messaging is key.
They will not be sold. They must be inspired.
So, ultimately, this growing trend of brand purpose is here to stay. Social issues now inform marketing decisions as brands solidify their identity, build trust, and set themselves apart from competitors. Then, Brands People Believe In work as a foundation to build growing revenue and a tribe of loyal consumers who share the organization’s values and worldview. And finally, to extend beyond the company’s mission into our whole society.