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Connecting emotionally attracts customers

Studies find that 87%  of consumers are prone to purchase a product from a company that supports something they as an individual care about. Further about three-fourths of Millennials are willing to pay more for sustainable offerings. Many retail brands are taking note and action.

It increases customer engagement and empowerment

Consumers are increasingly looking to engage with purpose-driven brands that empower them to make a difference. Marketing becomes much more meaningful and can attract more engagement and social sharing when underpinned with a purpose-driven message that helps advance a customer’s own personal values. This may or may not be led with a sales message, and in fact, could run counter to the normal intuition for retail brands to increase sales.

Purpose offers brands a way to stand out in a crowded market

At a time when the quality of most products is good or better (there are no more new cars that can be dubbed lemons, for instance), offering a sense of purpose gives a brand a point of differentiation. As Gina Boswell, President, Customer Development, Unilever, told Shoptalk attendees recently, “purpose-driven brands grow faster.” Supporting this thesis is the Cone 2017 CSR Survey, which found that 89% of consumers are likely to switch brands to one that is associated with a good cause given similar price and quality.

It attracts and retains employees

More so than previous generations, Millennials and Gen Zers really care what their employers stand for. Studies show that 76% of Millennials consider a company’s social and environmental commitments when deciding where to work. Gen Z is the workforce’s newest generation, as most Millennials are now in their late 20’s or early 30’s and have advanced beyond entry level roles. However, like the previous generation, Gen Z likes to align personal purpose with the values of their employers.

Values on display

As long as the programs that a brand support have integrity and are aligned with the brand’s values and culture, there’s no downside to making the programs evident to consumers. In addition to online and offline messaging, brands should make use of social media to both promote their causes and their involvement.

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