As you know, I have been delving into the brand purpose for months , as one of the fundamental pillars of the marketing strategy, and I would dare to say that it is Kazakhstan Phone Number List
.In previous articles I talked about the low weight of our marketing in the purchase decision of our audience (our marketing only intervenes in one out of every three purchase interactions, and that the rest was in the hands of our customers). Only this data tells us that the control of the purchase decision has always been in the hands of our audience .
All this leads us to the fact that companies must change the way they do marketing, and are looking for a different way to connect with their customers. A way that allows them to influence those two thirds that they do not control, an authentic and more human way.
On the other hand, we have a reality. Consumers have changed the way they shop. To make the decision, they take into account factors ( brand purpose ), which were not so relevant before.
Some companies are reacting, but most are still product and promotion.
For all these reasons, the III Study of Brands with Values organized by the 21gramas agency, which has been published recently , seems very relevant . It is a qualitative and quantitative research with more than 60 experts and academics involved, more than 150 secondary sources consulted and a survey carried out by Nielsen of 1,010 people between 16-65 years of age.
The conclusions are really strong. In the study you can access all the data , but I would like to highlight the following:
1. Parents make a more responsible consumption due to the influence of their children
In most cases it is the parents who try to influence their children in a positive way. Let’s say it is the most common.
But there are certain areas or knowledge, in which children are better informed / prepared, and they are the ones that influence parents. Some more typical and topical occur to me, such as technology. But it also happens with responsible consumption.
69% of parents with children under 20 years of age consume more responsible thanks to them.
2. Customers change stores if the brand has values more closely related to them
When I speak of brand purpose, and of influencing the two-thirds that we do not control, I am specifically referring to this type of behavior.
According to the study, up to 83% of people are willing to change stores if it has values more closely related to them and 72% to pay more for products manufactured in a sustainable way.
3. Customers avoid buying brands that misuse their data
I admit that this data has seemed exaggerated to me, but the data is clear: 46% of those surveyed affirm that they avoid buying or boycott brands that misuse the data.
And there is the opposite current (buycot), which supports ethically responsible brands.
4. Cheap products are identified as unsustainable / responsible.
Recently I have spoken of the price as a lever to activate sales, and its negative consequences for the brand . For all the purposes that he commented in the article, we can join him:
6 out of 10 recognize that when they buy cheap, they assume that this product may be manufactured under non-responsible conditions (whether environmental or social).
5. Consumers Demand Brands That Show Their Face and Are Honest
Another piece of information that refutes what I have been saying. The 82% considers it important that brands communicate and face with the consumer . In other words, they value that their favorite brands take part in issues that are important to us.
When customers hear brand initiatives DE Phone Number on external channels, they need facts to be able to believe: 6 out of 10 will believe it only if there is evidence to prove it.
Although Generation Z is the one who seeks the most to contrast information, those who most distrust brands are the baby boomers.
8 out of 10 citizens are influenced by the fact that brands comply with what they say, acknowledge their mistakes, are consistent and that they can be proud to consume it.
And in the case of generation Z this behavior becomes more pronounced. Young people under 24 years of age reveal the characteristics of Generation Z that influence their way of relating to brands: they feel empowered, they are optimistic and very collaborative and they value the authentic: the human, inclusive and imperfect discourse of a brand generates them empathy over triumphalism and corporate greenwashing .
I think the data confirms a trend that we all had in mind, but what, at least I, was not so clear about was its importance at a social level and its influence on companies.