Action Matters with Purpose Marketing
With the explosion of social media, giving direct public feedback to businesses is easier than ever. This is true especially when they mess up. Brands that makes promises and claim to support causes are always under the microscope to follow through. Generation Z definitely wants their brands to be “woke”, but it can’t be all talk. Consumers want to see brands stand behind the ethos they project. Purpose marketing can send this message.
It is not enough for brands to just have great services or products anymore. Gen Z wants to support brands that also have similar viewpoints on social issues. This new generation is into taking a stance and they want their brands to do the same. This is just the start. Once a brand has taken a clear stance, they have to show they really mean it.
Whether it is climate change, privacy, or social justice issues, brands are being held accountable. Gen Z is paying attention to where they’re spending their money. As a result, brands need to pay attention to purpose marketing.
What Are the Stakes?
In the same way a company can be discredited by not upholding claims of product quality, brands can lose trust by not backing the issues they claim to support. Purpose marketing can be a great way to associate your brand with issues your audience cares about. The blow-back can be powerful if your actions don’t match your claims. If a brand can’t follow through with issues they claim they support, customers will associate distrust with the brand. This can happen regardless of their product or service.
You’re Not Superman
No matter how much attention you think an issue deserves, don’t make promises you can’t keep. Supporting an issue and hoping to solve an issue is very different. Ending world hunger is probably not possible for start-up juice company, but if that’s your issue, make sure an excess fruit order doesn’t end up in the dumpster.
