Almost 80% of consumers remember by name the brands that responded positively during the pandemic. This response generated more trust and increased revenue, according to a study by Deloitte.
What is social responsibility in marketing?
Social responsibility in marketing involves addressing social, ethical and environmental factors in the promotion of products or services. It involves putting the customer at the centre of the strategy, showing the positive impact of the policies being implemented and the direct benefits of the offer to the target audience.
Traditional marketing, in which brands act in their own self-interest, putting their economic benefits first, as if they lived isolated in their ivory tower from what is happening around them, is being penalized by consumers, who are turning their backs on these companies, self-absorbed in their balance sheets and with little holistic pulse or general interest.
Consumers are getting it right
Consumers expect more from brands. When times get tough, and from Covid 19 to the war in Ukraine are economically and socially challenging months, the value of effective and quick responses from companies that recognize the real needs of consumers becomes strategic.
A sincere connection is demanded and those brands that were able to adapt saw their turnover increase. In other words, in situations of uncertainty, marketing continues to make a difference, but it needs to be humanized and made transparent.
Reinforce participation strategies through innovation in the digital environment so that the user experience is memorable, which generates engagement and therefore increases the feeling of belonging through the assumption of values, mission and vision.
Brand positioning in the minds of consumers based on the territory it occupies and the target at which it is aimed is the foundation of a company's success.
Marketing that does not have to look like marketing
According to Deloitte's Global Marketing Trends 2021 report, purpose-driven marketing translates into greater loyalty and recognition. It's about answering a simple question: who does my brand exist for?
Once the objective and target have been defined, it is necessary to listen: what and how does my audience want me to present my products and services? To answer this question, you have to be agile and fine-tune your proposal, because otherwise your competitors will do it and your customers will flock to them.
How do I establish lasting bonds with my customers? The key lies in trust. A company has to communicate its messages in a way that is congruent with the experience it offers according to the values it claims to represent.
Matching the system
When consumers speak, and they usually do so through facts, company executives take note. The data of the last 3 years supports this market trend, which is making socially responsible marketing the new paradigm.