The richest and most successful businessmen around the world work to benefit humanity. They have dedicated their efforts to satisfy the needs of the many, change consumer habits and increase the quality of life through innovative products and techniques. For example: we can go back to the beginnings of the modern world where Henry Ford created the line of production or to 2007 when Steve Jobs revolutionized the digital world.
Today, consumers are looking to transcend. More than buying a product; people are seeking experiences that generate tangible changes after the purchase. The necessity to have a product it’s not enough to secure the sale. Campaigns such as “going green” or those that advocate for the LGBT community are trending because they mirror the way of thinking of their customers.
The consulting firm Deloitte, discovered through a marketing study that 76% of millennials believe that a brand can become a force that generates a positive impact in the society. Also, 62% of them believe that big businessmen are committed in improving the world in which we all live in.*
If we see a the list of the brands with the biggest engagement with their customers in the last two years, Apple, Nike, Chipotle and Target** are in the top places. These companies have well established identities that obtain the best resonance with the consumer.
These identities are called “Brand Archetype”. Here are a few examples:
Apple: The innovative.
Perfect for those that desire to stay up to day with the latest in technology, design and status.
Nike: The warrior
To all of those that don’t have the word “fail” in their dictionary. They aspire to help you overcome the challenges of the day by day.
*The iPhone 7 RED is the latest Apple device. All of the money obtained through the sale of this product will be donated directly to the Red Cross.
But what does social awareness mean for the marketing world?
A brand must showcase its core values and what it is made of. But a simple ad on the local newspaper or merely 20 seconds of air time on TV will not cut it. Marketers have the responsibility to create marketing campaigns that involve the brand with the customer in a more altruistic way. More than selling a company, ideas that work to benefit the humanity need to be promoted.
and its products if they support a good cause.***
How to create this kind of marketing strategy?
Raising awareness in the population can be quite a challenge. And just as a conventional marketing strategy, there must be a company, market and consumer analysis first.
There are three essential questions that must be answered before changing the world:
- What causes are my customers supporting?
- What can my product or service do to help?
- Is there anyone else doing this?
One of the many problems that companies have to face when supporting a cause is the lack of empathy in their message. Many brands create a traditional marketing “strat” and then disguise it to seek that special “connection” with the audience.Consumers are not fools and can differentiate between a business that wants to boost their sales from one that actually wants to make a difference.
Here, we’ll show you two examples of Purpose Driven Marketing Campaigns:
Tide | Tide Loads of Hope: About Tide Loads of Hope
To help those affected by natural disasters, Tide launched a campaign called “Tide Loads of Hope”. Armed with a truck loaded with washing machines the company traveled to 31 cities all across the US to wash the clothes of the people that had lost it all and are looking to rebuild their lives.
Look Inside: Intel
Believing that technology saves lives, Intel filmed a mini-documentary about and african boy that lost both arms in an explosion. The tech company flew to South Sudan only to discover that just like Daniel, many people had lost a limb due to the war in the region. With the help of a 3D printer, Intel set up shop to create a lab dedicated to print the required pieces to build prosthesis completely free.
*Millennial Survey 2017 – Deloitte.
**Most engaging brands among Millennials in the United States as of August 2015 – Brand Keys.
*** 2013 Deloitte Core Beliefs & Culture Survey.