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Brands that live their social values

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Brands that live their social values

To succeed in 2021 and beyond, brands will need to think about what their social values are and work out how to express them in an authentic way.

The consumers of today care deeply about the world Vietnam Phone Number List, the planet and society, whether it’s LGBTQ rights, gender equality, anti-racism. If you don’t have a clear stance on these issues as a brand, you need to start having one and make sure everyone knows about it. Not least because, according to this study, brands that are the most ‘meaningful’ see their content KPIs soar – overall impressions reaching 80% compared to 42% for the brands that are least meaningful in consumers’ eyes.

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But before you go jumping on the social value bandwagon, remember that Generation Z not only demands that you are ‘woke’. But they’ll also find you if you’re just paying lip service or worse, being hypocritical. And they are very good at spreading the news on social media. You need to live your values, not just talk about it. Brands regularly get busted if, for example, they profess to care about diversity but their boardrooms look very white and male.

Transparency, honesty and authenticity are the secrets to successful purpose marketing. More brands will get on board with this in the coming year.

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