Exercise: Think of brands that have Marketing actions with a social purpose and campaigns of the same nature. Take 10 seconds and think about it. Leave your answer in the comments. Many of you didn’t think of more than one firm doing these actions, right? Business activism is part of new consumer trends, including in current business and Greece Phone Number List company statutes.
What is social purpose marketing?
Some people use the terms of social purpose marketing when looking for a relationship to an interchangeable cause. It is purpose-driven in terms beyond business and selling products.
According to Jim Stengel, this marketing seeks to “define what a company does, beyond making money, and how it can improve the lives of its customers.” Although it can be compared to other strategies, such as content marketing, which seeks to meet the specific needs of the consumer, it has differences.
The last 10 years have seen an increase in the number of companies that are willing to describe their purpose, not only in terms of making their customers’ lives easier or better, but in improving the world.
Marketing related to social causes generally describes a company’s support for the same purpose. Also, often within a defined campaign, which could involve a non-profit partner, greater benefits can be realized.
Understanding the range of corporate social responsibility and participation is part of the game.
Marketing with social purpose, innovation?
Just as in 2011 the Patagonia firm published an important reference on Black Friday in The New York Times, where it asked people to focus on buying less (on the biggest shopping day of the year), marketing with a social purpose is disruptive.
Some of the innovative ideas that gave Patagonia its place in the market made a lot of sense because of its good social activities.
Another (more current) example, when Fast Company was placed in sixth place on the list of the most innovative companies in the world, it also stands out in another point: the first place for social good.
Consumer expectations and brand prestige
Not only are companies increasingly willing to advocate for the causes they support, but consumers are also demanding that they do so.
The 2018 Cone / Porter Novelli Purpose Study found that 78 percent of consumers believe businesses should do more than just make money. They must also have a positive impact on society.
Among other findings, two-thirds of consumers say they would switch to a product from a company with a specific purpose, and 68 percent say they are willing to share more content from companies with a specific purpose than traditional companies.
Innovative brands and marketing actions with a social purpose
Patagonia’s opposition to many White House decisions is well documented. Last December, Patagonia said it would sue to overturn the Trump administration’s decision to drastically reduce the size Phone Number List of the Grand Staircase-Escalante National Monument and Bears Ears National Monument in Utah.
It changed its home page to a completely black image with the message “The president stole your land.”
While not all retailers would take such an aggressive stance on a politically influential issue, they can make a profit. In fact, a great lesson from the company’s activities is to encourage and allow customers to take action to support their beliefs.
In addition, it created a new digital platform: Patagonia Action Works, where clients and donor organizations can post events and request volunteers.
- Make service values visible
Rather than setting rates for some financial services, the start of Aspiration prompted customers to decide their rates. And donate 10 percent of what customers choose to pay to charity.
This tool is designed to help Aspiration clients make spending decisions based on their personal ethics or beliefs. As Aspiration customers make purchases, the store scores are aggregated to form personal impact.
In this way, the service continually reinforces the shared objective of the company and its clients: “make money and make a difference.” In this sense, the key is to seek the opportunity to remind customers of the values you share each time they engage with a brand.
- Report on the difference you have made together
Fast Company praised Ripple Foods for its innovative use of pea proteins to create a lactose-free milk for “mass market non-vegans.”
In other words, Ripple does not go after people who have given up on animal products. Try to convince milk consumers to use your non-dairy alternatives, for health or environmental reasons.
Making a difference serves a purpose. Ripple is built on the truth that even the smallest actions can have far-reaching impacts. In addition, it begins to form awareness about what that line could easily apply in other marketing concepts with a social cause. What transforms into general purpose oriented marketing.
Working toward a common goal or set of shared values with clients creates an emotional bond.
How do companies approach corporate social responsibility? Have you noticed any company or brand that has made a difference in their relationships with their customers?