Brand Activism and Why You Should Join it
by Al Gomez
It’s official. Change is here. Brand activism is the new trend.
Because people are actively fighting for their beliefs and morals, they expect brands to do the same.
In olden times, brands shy away from joining discussions about controversial subjects and taking their stances. They think that playing safe was the best marketing strategy.
However, in this present day, staying out of major social changes and disputes is also trying to stay out of consumers’ life.
the reality is staying silent, for some brands and for some instances, is not an option. To say nothing is worse than saying something and re-establishing your values.
Aside from taking an active role in the society and giving a voice to those in need, there are more reasons to join this new movement.
It makes your brand relevant
Playing safe increases the risk of becoming white noise or an invisible background. No one will listen to you if you don’t boldly present your opinions and its relevance to the world.
Taking a stance gets your company down to earth and initiates discussions about issues that directly affect people’s lives and the world.
According to a study by Sprout Social on 1,000 US internet users, consumers think that brands are most credible when an issue directly impacts their customers (47%), employees (40%), and business operations (31%).
Through their findings, Sprout Social came into conclusion that brands should share their stance that they could relate to the world.
When establishing your stance, you must keep in mind that people look for a direct connection between brands and the issues that they lend their voices to.
Morals and beliefs guide decision making
The same study by Sprout Social found that 57% of consumers will more likely buy from a brand because of its stance on a political or social issue.
Stories and an authentic stance are key to marketing because they present a brand’s morals and beliefs.
There has been a massive demand for storytelling for ethical consumption. People will always let their morals and beliefs affect their decisions, especially in purchasing. Therefore, brand marketers should take advantage of this and make stories that represent all the good things brands do.
To do this, you must present facts and create stories around them and make it so obvious that consumers can’t help but agree and relate themselves.
Use morals and beliefs in subtle and unobvious ways to guide the consumers’ behaviors.
Plan your campaigns and how you will present with the goal of making consumers believe that buying your products will create a valuable meaning and change in their lives and in the world.
You will demonstrate purpose beyond profit-making
The millennials and the Gen Z are purpose seekers who are on a personal quest for meaningful lives. This is reflected in their expectations for brands, which is to add up to this meaningfulness, establish a purpose and care for this world.
They want to buy your brand’s product along with its purpose. So if you are establishing your brand only for profit-making, your consumers will see it right away.
Additionally, millennials and Gen Z are buyers who expect brands to contribute to their wellbeing and quality of life so they will switch brands that don’t match their lifestyle and ideologies.
Because of the political and social scandals and issues, people’s trust in the government and other institutions are low. This lead to consumers’ expectations of looking to brands as stepping stones to lead in making a change.
By actively engaging in important conversations that consumers care about, brands can build better connections and promote their core values.
By taking a stance, you will show your brand’s real color and purpose behind it.
Are you ready to take a stand?
So, it is now clear that consumers want to pay brands and their causes. Yet how can brands effectively take a stance?
You have to actually care or agree with the cause. If you only want to look altruistic or commendable by taking a certain stance, it’s not going to happen. Your consumers will know it, immediately, if you are authentic.
When you’re authentic, your support your cause with actions. You should make sure that your employees and the whole company act and live for your brand’s purpose. If you’ve decided to equality, there should be equal rights and treatment for everyone in your company.
Next, make sure your cause is relevant. Use social media in sharing your message because it is the top channel for receptivity. Besides, consumers think that brands should voice out their causes specifically in social media sites.
If you still think that taking a stance can potentially damage your brand, refer to the stories of successful brands like Adidas and Patagonia.
It is important to be cautious about engaging in vital conversations but if you can use your stance effectively, your brand can reap a promising reward.
August 23, 2018
August 7, 2018