ACL Direct Promo · We know about Relationship Marketing, We are experts in loyalty and incentives · We like to create unique experiences Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. One of the issues that the coronavirus crisis made clear in brand and marketing strategy is that the idea of ​​brands with values ​​was here to stay and that consumers gave it a very high importance. Before the health crisis, marketers were already seeing values ​​and principles becoming more and more important. Consumers were more demanding about what brands did and how and the influence of millennials and Gen Z had established the idea of ​​the engaged brand.

During the health crisis Congo Email List became clear that consumers already take it for granted that this is how brands should act. Under special conditions, most consumers expected brands to behave, to assume a certain responsibility, and to care for the common good. But of course, when consumers expect brands to be purposeful and focus on working in certain areas, they don’t expect them to do it just anyway. Nor do they want that purpose and principles to be a concession to the gallery. They expect brands to truly embrace what they say they stand for and to be completely transparent. We buy more from those who have principles One study, 2020 The Strength of Purpose , has focused on determining how consumers view brands and what they expect from their corporate purposes. To do this, they have collected opinions and views of consumers from various countries.

Their conclusions, in general, insist that purpose is crucial (and not only in terms of reputation but also directly to sell) but also that consumers are critical of what brands say and promise. From the outset, consumers tend to buy more those brands that have principles. They are four to six times more likely to buy a brand that they assume has a clear purpose. Not only do they buy, but they also trust them more and defend them more clearly. In general, consumers expect brands to stand up for something and have a clear purpose. Still, most are equally aware that this is not exactly the reality. Only 37% believe that brands mostly have clear and solid purposes.83% of consumers even go so far as to point out that companies should only earn profits if at the same time they generate a positive impact on society.

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