Beyond making money, what purpose does your brand serve in the world and in the lives of consumers?
Sometimes such a short question can generate a great debate for a c level executive list brand manager or communications agency. Purpose-based marketing is not new, but in times of crisis, it takes on even greater relevance.
A generation of consumers with greater social awareness
We're facing a new reality where consumers have more than just one or two options on the shelf. Connectivity allows them to choose from brands around the world from the comfort of their couch, and differentiating your product poses a greater challenge that can't be solved solely with functional attributes or a flashy promotion.
According to a study conducted by IBM , consumers are willing to pay more for authentic, transparent brands that have a positive impact on the environment. This requires brands to thoroughly review their actions, ranging from their production processes, social responsibility, and even the causes and social movements they may be part of.