We live in a world of constant flux. New trends are emerging. Populations are booming. Technology is advancing. Power is shifting. And marketers are being forced to evolve and adapt. While advertising will always be rooted in brand essence and strategy, businesses are increasingly being challenged to imbue greater purpose into their campaigns.
In fact, according to research, 75% of consumers worldwide expect brands to contribute to their well-being and quality of life. The notion of brand purpose is especially important when marketing to millennials, 71% of whom say they prefer brands that drive social and environmental change.
Needless to say, for brands looking to earn customer loyalty, advancing social causes is no longer an option but a necessity. This begs the question: How do marketers tackle important societal and political issues, such as climate change, women’s rights and job growth, while remaining authentic and relevant to their target audiences?
While there is no clear-cut answer, it’s important to note that advertising is no longer a one-way communication. Social media has brought people back into the equation, giving them a voice, access to the brand and ownership of the conversation. As illustrated below, many brands are turning to social influencers — ones who are often deeply ingrained in the issues themselves — to lead the narrative.
According to a recent Nielsen survey, a whopping 92% of consumers are more likely to trust information about a brand when it comes from earned media, like from one of their peers, as opposed to another form of advertising, like from a celebrity or company.
As part of our Purpose Platform at The Bureau of Business, we work with a lot of different brands to help optimise their branded efforts through user-generated and micro-influencer content.
Below are a few examples of how brands can tap into the power of customers to win the hearts of consumers with bold campaigns that ignite action, evoke emotion and raise awareness.
Not all content is created equal. As the battle for potential customers’ attention intensifies, brands are going beyond bottom-line focus areas like product performance and affordability. Instead, they’re striving to build communities. One trend that’s gaining traction is harnessing social media and consumer content creators to ignite action for positive change.
In a lot of cases, the modern consumer isn’t looking for just a product; they’re looking for a connection. They don’t need to be sold; they need to be inspired. How does the brand make them feel? Does it align with their core values and beliefs? As consumers’ priorities continue to evolve, it’s more important than ever for brands to connect with social audiences on a deeper, more personal level.
On a final note, by unlocking human creativity to evoke emotions, brands are blurring the lines between for-profit and for-good to foster more meaningful relationships with consumers. So in sum, the growing trend of purposeful branding isn’t going anywhere. By using social issues to inform advertising and marketing decisions, brands are solidifying their identities, building trust and setting themselves apart from the competition. When these campaigns are done thoughtfully – with a careful emphasis on authenticity – their benefits have the potential to extend beyond the company’s mission to society as a whole.
To find out more, register your interest for the Purpose Does Matter : In-house Workshops. Available in February and March in Sydney and Melbourne.
HOW TO REGISTER
Each session is for a group of 8 people
- Melbourne : Tuesday 12 February, Wednesday 13 February and Thursday 14 February, 2019
- Sydney : Tuesday 12 March, Wednesday 13 March and Thursday 14 March, 2019
10.00am to 2.30pm
Register Your Interest
Secure your date with your registration of interest
Each session is for a group of 8 people
- Early Bird Group Session Prices Available – Ask us for the Session Discount
Who Should Attend
- If Marketing, PR or Communications is part of your job description or you are constantly been asked for more measurable results, this workshop is for you.
- Executives looking to better understand the brand to be more meaningful with their customers
- Business owners who need to bring more meaning to your brand to build your business.
What to Expect
As the media landscape continues to evolve, marketers are challenged to stay informed, adapt, engage and make strategic decisions in a space that’s constantly evolving.
This four-hour intensive workshop delivers proven frameworks and foundational tools you need to design, implement, and manage a successful purpose driven marketing and PR strategy that achieves your business objectives. You will engage in hands-on exercises that help you build buyer and influencer personas, capture content and communicate more effectively, and drive deeper customer loyalty and market share.
This highly interactive program allows participants to engage in the exploration of new ideas, insights, and experiences from the instructor where participants will benefit from the bespoke activities. Participants will also have time to learn more about their brand and their customer journey.
Call: 03 8678 0381
Mobile: 0417 894 115