According to a recent study by Havas Media, only 20% of brands have a notable positive impact on our sense of wellbeing and quality of life.
The study further reveals how the expectations, judgements and behavior of people are evolving in ways that must make brand-owners rethink their current strategies:
- For the 4th year running consumer expectations of companies’ responsible behaviour continues to rise
- Nearly 85% of consumers worldwide expect companies to become actively involved in solving these issues (an increase of 15% from 2010)
- Those prepared to reward responsible companies by choosing to buy their products is up 11% from last year to more than half of all consumers (51%)
- Those who would pay a 10% premium for a product produced in a responsible way is up once again – from 44% last year to 53% in 2011
- The percentage of us who would punish irresponsible companies has also increased to 44% (from 36% in 2010)
- Only 28% of consumers worldwide think that companies today are working hard enough to solve our social and environmental challenges.
- Only 20% trust companies when they communicate about their social/environmental commitments and initiatives
There are many ways a brand can convey “responsible behavior”.
But it is not enough to simply have a “marketing campaign” that suggests you’re being “good”.
Our focus is on how responsibly brands behave toward people, given their changing needs, values, interests and aspirations.
We believe this is the most powerful way to have a “notable positive impact on our sense of wellbeing and quality of life”.
Coupled with genuine initiatives to help deal with social and environmental issues, a truly meaningful and emotive brand creates a win-win-win situation.
The world is a better place.
Consumers and employees feel happier dealing with your brand.
Your brand becomes a preferred partner in more and more lives.
