91% of consumers say they would change brands if another with a similar price and of the same quality supported a cause of social impact. According to the Echo Global 2013 study.
Imagine it, you are in the supermarket in front of the shelf. There are two products that seem quite similar to you. You support a social cause, something that you think is important and that improves society. The other no. Which morocco cell phone numbers one would you take?In the last two years, several studies have come to light that refer to this change in mentality. People have new expectations towards brands.
The idea that companies should contribute something positive to society is penetrating more and more deeply in today’s consumer, who is very clear that now he is the one who has the upper hand and when he buys, he also votes the policy of a company towards society.
The brands that understand this and know how to adapt to this change in mentality are the ones that are going to have an advantage in this new era. Or in the words of this Fast Company article : “If your brand does not contribute in a true and meaningful way to the well-being of society, a community of people or the planet, it will not be perceived as relevant.”
We are entering a market in which brands that do not provide a benefit that goes beyond their product will be displaced by others that do.
Today the social impact is “a master wall” in the construction of a successful brand and there is no turning back because the consumer is moving very fast on this path.
And the million dollar question is, how can your brand differentiate itself if your competitors also develop CSR actions?
The investment that your brand is going to allocate to CSR activities should give it a clear role of differentiation. That a company carries out CSR actions (with a clear gulf email list intention of social improvement) does not mean that it should not seek value through them to help it create Brand Meaning. One thing is not contrary to the other.And going back to this same Echo Global study that I mentioned at the beginning, this idea seems very coherent to the consumer.
76% of consumers believe that it is legal for brands to support good causes and earn money at the same time.But many times, what happens is that, as happened at the time with the fever of entering Social Networks, many companies decide to get on the CSR bandwagon in a way that is inconsistent with their brand personality and without a cohesive vision with their strategy. . That from the point of view of creating engagement with your audience, is like investing in shots in the wind.
But where to start if we want to build differentiation?
We need to start from a social analysis from the point of view of the brand. What social or environmental problems -connected with our product, target and brand vision- could we help to solve? The Dove success story (helping women depressing beauty stereotypes) could not have been possible without this initial context analysis.Understand the lifestyle of our target and design CSR actions related to the values of our brand that, at the same time, connect with the values of our audience (build a cultural connection). Moritz’s case illustrates very well how the brand understands its target and what matters to it and creates actions based on this common bond.Communicate these actions. It is key to make your public aware of the CSR actions in which your brand invests and invite them to get involved in them. The example of Patagonia shows how its communication actions have helped it create this emotional bond from the CSR.