If you really want to be a brand that consumers love, you’d better have a great responsible social directive.
87% of consumers around the world said they want a meaningful relationship with brands but in another report, only 23% of consumers felt they had a meaningful relationship. That is a huge ‘wakeup and smell the ethical coffee’ moment for brands around the world.
The upshot is, if your customer feels they have no real connection with you, they will move onto another brand in the blink of an eye.
So how do you ensure consumers connect with you? Be responsible and be honest from top to bottom. Consumers are a savvy bunch and, let’s be honest, they are also untrusting of corporate ‘hype’. Corporate responsibility should not be solely decorative. It is only through a genuine desire to do the right thing that brands become meaningful, trusted and attractive to consumers.
Brand reputation needs to be earned and good brands recognise that they need to work hard to win loyalty. Social brands do not just attract customers, they also attract like-minded employees.
Social responsibility works best when it is relevant. Kenco created a campaign called Coffee Versus Gangs, it was geared towards providing coffee farmer training to the youth of the area and helping them stay out of gangs that were prevalent in Honduras. Good-causes don’t have to be global campaigns, brand advantage can be gained locally.
If you have a purpose that is more important than profit, remember to keep it relevant; engage with consumers and encourage them to be involved.
Doing the right thing enhances your brand and additionally attracts the right consumers.