Delivering on brand relevance also requires welcoming more and different voices to the table, using our collective wisdom to solve problems together and rallying consumers and employees to take action with us as brands. When net trust in global corporations is less than zero, it is understandable that brands may feel overwhelmed and afraid to go it alone. That is why thoughtful partnerships can empower brands to tackle meaningful issues without feeling like they are straining credibility or speaking out of turn.
More than ever before, consumers want brands to put a stake in the ground. It is not simply about reacting to today’s news cycle, but rather knowing where you stand and standing strong when issues arise.
As traditional corporate philanthropy efforts have ceased to capture the love and loyalty of consumers, it is time to rethink old models of CSR and consider how your brand’s purpose can translate to more meaningful and culturally relevant efforts that excite and engage consumers.
The new opportunity for brands is not only marketing incremental product benefits, but embodying a higher purpose that serves your consumers’ aspirations for a good life by directly addressing the barriers to it.
To stay relevant in a world of limited resources and mounting concerns, brands cannot simply show up and sell more stuff. Like never before, consumers expect brands to make their lives better. Doing so means understanding consumers’ struggles, needs and aspirations and addressing the issues that matter to them in meaningful ways.
Five strategies to stand up, break through and shift behavior
by Nicole Pontes, Senior Strategist, BBMG
A rising generation is calling bullshit on brands that overpromise and don’t deliver, and a new wave of brand campaigns suggests that to break through, it’s going to take more than feigned authenticity and cultural posing. If brands want this new generation of discerning consumers to pay attention, they need to be braver, bolder and take more chances than ever before.
For the first time since 2009, more consumers say they have punished companies for their behavior (28%) rather than rewarded them (26%), and the number of those who are punishing brands is up by 9% since 2013.
For a deeper look at the global data and for inspiration from some of the brands leading in today’s divided times, click here to download our report
Two paths for using the power of brand to fight injustice and create the good life
Like few times in our history, brands and businesses are facing a profound moment of challenge and change. Trust has never been lower. Expectations have never been higher. And in our new political and cultural reality, there’s no middle ground and there’s no place to hide.
At BBMG, we believe the only way for brands to remain relevant and resilient is to put humanity first. Based on our global research into Aspirational and Advocate consumers, we’ve identified two paths for using the power of brand to fight injustice and create the good life.
New report by BBMG, GlobeScan reveals global consumer aspirations, challenges
October 11, 2017 /3BL Media/ - Trust is down. Expectations are up. And like never before, the world’s consumers are turning to brands to address the social and environmental challenges that affect their aspirations for a better life in divided times.