Business is business, but most people appreciate a brand that also does good in the world. Sometimes that good comes from a product (think LifeStraw), but even brands that create less altruistic products can still have a positive impact.
And that impact can be important to consumers, especially young ones. More than half of young people have purchased a brand or product to show support for an issue the brand represented, and 40% have stopped purchasing because a brand didn't align with their values.
The group also created a brand-ethos hierarchy as a road map to help brands figure out how to drive the social change young people are looking for:
- Level 1 (the base): All are welcome
- Level 2: The brand cares
- Level 3: Caring as an integral part of the brand story
- Level 4: Engaging for direct impact
- Level 5 (top): Living the purpose
Does it make sense for your brand to be part of social change? Check out the infographic to learn more. Tap or click to see a larger version.
Continue reading "Brands and Social Change: What Young People Want [Infographic]" ... Read the full article
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Customer Behavior:
- Why People Really Do What They Do: 'Primal Brain' Author Tim Ash on Marketing Smarts [Podcast]
- Do Customers Trust You? Six Tips for Earning Brand Trust in 2021
- This Is Your Brain on Marketing: Nancy Harhut on Marketing Smarts [Podcast]
- How IT Buyers' Researching Behaviors Changed in 2020
- Nine Stats Marketers Should Know About the Big Game [Infographic]