Consumers Want Brands To Help Them Make The World Better, Says Sustainable Strategist

Consumers Want Brands To Help Them Make The World Better, Says Sustainable Strategist
SHARE
THIS



Are consumers becoming more in tune with how the world benefits from their purchases? Republic of Everyone founder and partner Ben Peacock thinks they are, and that the industry needs to listen up.

What’s in it for me (WIFM)? Probably the most important four letters in marketing history. As true now as they were when written, right?

Yes, but something’s changing. ‘We’ is now becoming important too.

According to a recent Nielsen Report, almost 75 per cent of millennial respondents are willing to pay more for ‘sustainable offerings’, up from approximately half in 2014. What’s more, brand trust and commitment to social value and community are three of the biggest ‘purchase influencers’ of 2015.

Yes, I still want to buy something that solves my problem – whether that’s whiter whites or something to look good in tonight.

But, I also want to know that my world is benefiting too.

Me, We. The ultimate combination, and one which is already creating new kinds of brands with new kinds of fans who offer a level of loyalty and willingness to pay premium prices like never seen before.

Patagonia is the poster child of this brand movement. Its brand positioning as champion of the environment sees it often act more like an NGO than a for profit company. Yet, this ‘what’s in it for we’ approach to marketing has added a whole lot of ‘what’s in it for me’ to their bottom line.

The company grew threefold in just seven years. All by standing for something real, and making that stand known.

What’s that you say? Easy when your customers are a bunch of cashed-up, mountain climbing hippies. True. But Patagonia is just one example. Let’s not forget Anita Roddick’s global Body Shop empire built on the mantra of no animal testing. Or step into your supermarket and see Thank You water morph into muesli bars, cereal, body wash and lotions. Show me another brand that’s reproduced across your supermarket shelves that fast.

And what about Pharrell Williams fronting a new range of G-Star Raw clothes made from recovered sea plastics? Or Kelly Slater’s new Outerknown sustainable surf-wear? These are not cheap brands. They are premium. And they’re selling like hotcakes.

Even the most wonderful marketer of all, Nike, can be tracked back to ‘We-World’ issues like female empowerment and championing sport as giving hope to African-American communities.

Yes, the world is changing. WIFM is not going away, but the age of WIFW is here too. The question is are you going to be a part of it?

This brave new world favours the brave. And the first step is stepping out of the comfortable world of brand and marketing and down the hall into that slightly geeky department labelled ‘Community’, ‘Sustainability’, ‘CSR’ or, for the more advanced, ‘Shared Value’.

In here you will find a different kind of beast. One who spends their time understanding the social and environmental issues that matter most to your organisation, and who has some understanding of how to go out there and solve them.

Somewhere in the piles of academic white papers camouflaging their desks, you’ll find your company’s most recent sustainability report. Yes, at first glance it looks about as exciting as an annual report on Prozac, but hang in there. Deep in the pages of complicated waffle there is gold. It’s what your company is already doing to improve your customers’ worlds, but probably aren’t telling them.

Take this report, then take a scalpel to it. Cut out the campaigns that match to what your marketing intel says your customers care about. Now kill the weak and feed the strong. The last initiative standing is the first one you should take to market. But before you do, you need to make it marketing ready.

And you know how, because you’re the marketing guru.

Don’t tell, involve. No-one cares that your company made the world better, they care that you helped them make it better.

Pick the problem, then use social to get people involved, and PR to tell the tale. Fill your Facebook, empower your Instagram. Social media has never been so social as when it is about an issue that brings us all together.

Take it into the real world. Give people a way to lend a hand. Yes, changing the world is the ultimate brand activation.

Talk about the issue, talk about how people can get involved and your fans will talk about you. Advertising is dead. People are now your most powerful media channel.

Build a brand that stands for something by doing something. Not by making up a point of difference from focus groups.

Then, when you’ve done it once, do it again, bigger, better and with a new problem to solve. Assemble them all under one corporate purpose and let that lead your brand. Products, services, community sustainability and CSR all leading to one higher purpose. Now that’s a company I want to work for and buy from.

What’s in it for we? A better world.

What’s in it for me? That feeling that when I buy from you I’m part of the solution, not the problem.

What’s in it for you? More loyal fans in an increasingly disloyal world.

So, start with We and you’ll find there’s something in there for You and Me too.

Please login with linkedin to comment

Latest News

Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, left), co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine