Data is the digital residue of behavior. It is the contrails of customer intent -- a thin, wispy proxy for the rich bandwidth of the real world. It does have a purpose, but it should be just one tool in a marketer’s toolbox. Unfortunately, we tend to use it as a Swiss army knife, thinking it’s the only tool we need. The problem is that data is seductive. It’s pliable and reliable, luring us into manipulation because it’s so easy to do. It can be twisted and molded with algorithms and spreadsheets. But it’s also sterile. There is a reason people don’t fit nicely into spreadsheets. There are simply not enough dimensions and nuances to accommodate real human behavior. Data is great for answering the questions "what," "who," "when" and "where." But they are all glimpses of what has happened. Stopping here is like navigating through the rear-view mirror. Click Read More below for additional information.
Building a positive brand message to meaningfully connect with customers is more important now than ever. Led by socially conscious, younger generations, U.S. consumers are increasingly giving their business to companies that not only make a good product but share their commitment to sustainability and social responsibility.
Americans no longer vote solely at the ballot box every two to four years. Led by socially conscious, younger generations, U.S. consumers increasingly are voting every day with their wallets, giving their business to companies that not only make a good product but share their commitment to sustainability and social responsibility.
According to a survey by Manufacturers’ News, more than half of Gen Z, those born between 1995 and 2012, said that knowing a brand is socially conscious influences their purchasing decisions. By 2020, this generation alone – never mind their millennial peers – will account for 40 percent of U.S. consumers.
While it’s obvious that making a positive impact is the right thing to do, charitable giving and social responsibility comes with additional perks.
In addition to helping attract top talent, it also provides brands a powerful, meaningful corporate message – and consumers now expect this message to be shared. When done right, sharing corporate messaging rooted in a true commitment to give back can also boost customer lifetime value, as well as brand perceptions and value.
“Every brand and company stands for something – and finding that cause and communicating it to customers is a powerful way to set and achieve specific, ambitious goals for charitable contributions and sustainable initiatives.”
Gen Z is especially interested in organizations that address issues such as global poverty and hunger, the environment and climate change, and human rights. Brands that take a strong interest in making a difference in one of these core areas are not only making more meaningful connections with their customers, but also driving brand loyalty. And in a retail environment, where consumers have a wealth of options both online and at brick-and-mortar stores, this is especially important.
Showcasing Social Responsibility
By leveraging accessibility to their own products, many brands are leading by example and making a real difference in the lives of others. In fact, many have taken this message to heart, including Toms, Warby Parker and Bombas, all of which donate one item to those in need for every item purchased by customers.
Through the end of May, Toms had donated more than 86 million pairs of shoes, Warby Parker had donated more than 5 million pairs of eyeglasses, and Bombas had contributed more than 21 million pairs of socks and other items of clothing.
more at: http://www.pregis.com/knowledge-hub/inspyre-change-building-a-positive-brand-message-to-meaningfully-connect-with-consumers/