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.
Those stats are based on a report by DoSomething Strategic, the data-driving consultancy arm of DoSomething.org.
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.
Enter your email address to keep reading ...
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Customer Behavior Articles
You may like these other MarketingProfs articles related to Customer Behavior:
- What Makes Customer Service Experiences Great or Terrible?
- The Role of Authenticity in the Online Path to Purchase [Infographic]
- How Americans Feel About Artificial Intelligence
- What B2B Buyers Want From Vendor Chatbots
- The Tech Habits of Americans Age 50+
- The Factors That Most Influence Buyers of B2B Services