If there was ever a time for brands to take action on social issues, it’s now. Consumers are demanding that the brands they purchase from not only act on their values, but the issues we’re all facing in our daily lives. Why is this?
Recent studies show that over 80% of consumers would not purchase from a brand they didn’t trust or see as doing enough. Now, you may be thinking, “well duh! Who would purchase from someone they didn’t trust?” And you would be correct. Building brand trust with your customers takes time and one of the most effective ways to build that trust is to speak to their values.
Back in 1977, Mike Markkula released Apple’s philosophy on its marketing. In the document, he states that the brand will show empathy by understanding its customers’ needs better than any other company.
You can see this in action today with Apple’s recent campaign where they’re positioning themselves as the hero who’s saving you from the tech giants who want to steal your data by giving you your privacy back. Apple understands that one way to gain even more trust with their customers is to show them that they value their privacy and that they’ll stick up to the big guys for you.
Consumers are tired of the empty words and fake promises that brands have made over the years. We all remember the Volkswagen scandal back in 2015 where the brand lied about its “clean diesel” cars. Not only did Volkswagen cause harm to our environment but they broke the trust they had spent years building with their customers.
Now you shouldn’t pick any random cause and say that you’re advocating for that. You need to be strategic and see what values your customers have and the issues they care about most.
Let’s say you own a restaurant; you could partner with a local food bank to donate the food you would otherwise throw out at the end of the night to people in need. This will show your customers that you care about the community and the people who live in it.
We’ve only touched the tip of the iceberg in this blog - don’t hesitate to reach out if you’re ready to learn more. Sisu Group is a creative branding agency that creates meaningful consumer experiences through authentic storytelling. Through our creative and branding services we help socially conscious businesses build a brand that will move the world forward. Ready to get to it? Drop us a line!