Inspyre Change: Building a Positive Brand Message to Meaningfully Connect with Consumers
Building a positive brand message to meaningfully connect with customers is more important now than ever. Led by socially conscious, younger generations, U.S. consumers are increasingly giving their business to companies that not only make a good product but share their commitment to sustainability and social responsibility.
Americans no longer vote solely at the ballot box every two to four years. Led by socially conscious, younger generations, U.S. consumers increasingly are voting every day with their wallets, giving their business to companies that not only make a good product but share their commitment to sustainability and social responsibility.
According to a survey by Manufacturers’ News, more than half of Gen Z, those born between 1995 and 2012, said that knowing a brand is socially conscious influences their purchasing decisions. By 2020, this generation alone – never mind their millennial peers – will account for 40 percent of U.S. consumers.
The Return Is Three-Fold
While it’s obvious that making a positive impact is the right thing to do, charitable giving and social responsibility comes with additional perks.
In addition to helping attract top talent, it also provides brands a powerful, meaningful corporate message – and consumers now expect this message to be shared. When done right, sharing corporate messaging rooted in a true commitment to give back can also boost customer lifetime value, as well as brand perceptions and value.
“Every brand and company stands for something – and finding that cause and communicating it to customers is a powerful way to set and achieve specific, ambitious goals for charitable contributions and sustainable initiatives.”
Gen Z is especially interested in organizations that address issues such as global poverty and hunger, the environment and climate change, and human rights. Brands that take a strong interest in making a difference in one of these core areas are not only making more meaningful connections with their customers, but also driving brand loyalty. And in a retail environment, where consumers have a wealth of options both online and at brick-and-mortar stores, this is especially important.
Showcasing Social Responsibility
By leveraging accessibility to their own products, many brands are leading by example and making a real difference in the lives of others. In fact, many have taken this message to heart, including Toms, Warby Parker and Bombas, all of which donate one item to those in need for every item purchased by customers.
Through the end of May, Toms had donated more than 86 million pairs of shoes, Warby Parker had donated more than 5 million pairs of eyeglasses, and Bombas had contributed more than 21 million pairs of socks and other items of clothing.
In its dedication to making a difference and showcasing employees’ commitment to a cause that is important to them, Pregis aims to Inspyre change via its partnership with Uzima, a nonprofit that supplies water filters to communities around the world that lack access to clean water. Last year, Pregis began donating a portion of sales of its water-blue-colored AirSpeed HC Inspyre protective packaging to Uzima, with the goal of bringing clean water to 50,000 people.
This initiative reflects Pregis’ dedication to changing the everyday lives of others, but also contributes to Pregis’ broader mission to reduce refuse and waste from damaged products with sustainable protective packaging solutions.
Standing for Good
Every brand and company stands for something – and finding that cause and communicating it to customers is a powerful way to set and achieve specific, ambitious goals for charitable contributions and sustainable initiatives.
Today's consumers expect brands to use their reach and influence to do good and make a difference. After all, they are also using their purchasing power to make a difference - and are rewarding brands whose business practices do just that.