PR Pundit Havas Red’s Post

Kantar's recent research showing that consumers are paying attention to purpose and impact, and directing their spend accordingly is yet more proof of the bottom-line impact that purpose and impact initiatives can have – especially for Gen-Z and Millennial generations whose proportion of consumer spending continues to grow. It's sad to see that, even as the value of these programs on corporate (which is now also consumer) reputation becomes clearer and clearer, many corporates continue not to see it, or to believe it's a trend they can or should sit out. Attracting and motivating talent is a well-document benefit of purpose and impact activity. Now Kantar is making an important contribution to the evidence that these activations can drive consumer spending, too. H/T Natalie Babbage

Brand values have become increasingly important for consumers. But which ones actually have the biggest impact? Ericka Podesta McCoy, CMO of Resonate, shared with us her insights on the values and social causes that have the biggest impact on consumer behavior in the USA. Discover the causes that matter most, and how you can respond as a CMO in our new article. #Marketing #MarketingLeadership #CMO #CMOAlliance #ConsumerInsights #BrandValues

Consumers are adopting a value-driven mindset, looking to buy from brands that align with their values. In fact, 82% of consumers expect brands' values to match theirs, and many will abandon brands over value conflicts. Millennials and Gen Z are leading this change, prioritizing mindful consumption and supporting brands with positive societal impacts. Brands need to openly support causes related to political and social issues to cater to this value mindset. Focus on natural disasters, education, environmental issues, and human rights to connect with value-driven consumers. #BrandValues #ConsumerBehavior #Marketing

As we navigate the ever-evolving landscape of consumer behavior, understanding Gen Z is crucial for any brand aiming to stay relevant. I recently came across an insightful list of 19 surprising facts about Gen Z, and while some points were no-brainers, others were fantastic thought starters. Check it out. https://adweek.it/4cfsQFc

🌟 Exploring the Shift in Brand Loyalty 🌟 In the dynamic world of marketing, the allure of "lovebrands"—those brands to which consumers are deeply loyal and emotionally connected—is undergoing significant changes. As we navigate through increased consumer awareness, heightened skepticism, intense market competition, and the pervasive influence of digital and social media, these cherished relationships are being tested. Adding to the complexity, economic factors like inflation and downturns prompt a sharper focus on price over brand loyalty. Despite these challenges, the emotional bond consumers share with brands retains its value. However, the context in which these bonds are formed is evolving. To stay relevant as a lovebrand today, brands must not only resonate on an emotional level but also demonstrate alignment with broader social and ethical values like #privatelabel brands. Engaging with consumers in meaningful ways has never been more crucial. #BrandLoyalty #MarketingTrends #ConsumerBehavior #SocialImpact #BusinessStrategy #WhiteLabel #PrivateLabel

The landscape of consumer behavior is in a constant state of flux, driven by a myriad of factors including societal dynamics, technological progress, and cultural currents. Amidst this ever-changing landscape, one trend stands out prominently: the ascent of purpose-driven consumption. Today's consumers are not just buying products; they're making statements about who they are and what they stand for. They're gravitating towards brands that not only offer quality goods and services but also embody values that align with their own. Whether it's environmental sustainability, social responsibility, or ethical sourcing, consumers are increasingly mindful of the impact their purchasing decisions have on the world around them.This shift presents a golden opportunity for marketers to connect with their audience on a deeper level. By delving into the wealth of data available on consumer preferences, ethical purchasing habits, and sustainability initiatives, marketers can craft messaging and campaigns that strike a chord with socially conscious consumers. Whether it's highlighting a brand's commitment to eco-friendly practices, showcasing its philanthropic endeavors, or championing causes that resonate with its audience, purpose-driven marketing has the power to forge meaningful connections and foster brand loyalty. In today's competitive marketplace, where consumers are inundated with choices, standing out isn't just about offering a superior product or service—it's about standing for something meaningful. By embracing purpose-driven marketing, brands can not only drive sales but also make a positive impact on the world, one conscious consumer at a time. #ConsumerBehavior #PurposeDrivenConsumption #MarketingStrategy #SocialResponsibility #Sustainability #BrandAffinity

Consumers are adopting a value-driven mindset, looking to buy from brands that align with their values. In fact, 82% of consumers expect brands' values to match theirs, and many will abandon brands over value conflicts. Millennials and Gen Z are leading this change, prioritizing mindful consumption and supporting brands with positive societal impacts. Brands need to openly support causes related to political and social issues to cater to this value mindset. Focus on natural disasters, education, environmental issues, and human rights to connect with value-driven consumers. #BrandValues #ConsumerBehavior #Marketing

🌟 Combating consumer trade-downs and dupes? Owned Community Channels can stave off knockoffs. Here are 3 ways to leverage your brand's community and stand out in the market! 💪 https://hubs.li/Q02GCs6c0 #branding #communityengagement #marketingtips

#NBWA thoughts continued... make the complex simple. It's easy to make easy things difficult (IKEA furniture). It's difficult to make difficult things easy (spending $400 at COSTCO). I'm not taking a position on retailers here. The power of distilling complex data into a simple narrative is well recognized. I think I'm good at it. Read "Made to Stick" if you want to be really good at it. Great comedians take complex social observations and convert them into witty one-liners (Munger again - look for mental models everywhere). However, nobody has landed the message quite like Erika Ayers Badan. Her brilliant and simple advice has been replaying in my head non-stop for a week: think of your customers as your fans. FMCPG, and every company everywhere, should take note. Reframe your thinking. Consumers are complex. Fans are simple. Consumers can be manipulated. Fans can't be fooled. What if Human Behavior Departments and Shopper Insight Groups were rebranded as Fan Advocacy Teams? The thought experiment goes beyond nomenclature. What gets your fans excited to root for your brand? How can you recruit fans who may be cheering for the opposing team? It's a consumer-centric approach with the noise and jargon stripped out. Simple. There are likely positive externalities too. I'm betting that the next great marketer is going to want to work for a Fan Advocacy Team over a Human Behavior Department. Some companies already consciously, or unconsciously, embrace this logic and the result is brands that every marketer is enviable of. #SavannahBananas and #BarstoolSports are disruptive newcomers. #Disney is the incumbent. CGA by NIQ / NielsenIQ Erica also said "the dumbest person at your company is the one who doesn't know what they get paid to do." I can't get that out of my head either.

Brat summer? Demure fall? These micro-trends certainly keep brands that are chasing cultural relevancy on their toes. But are these trends sustainable and does riding the wave of the latest trend truly boost brand loyalty and consumer engagement? To uncover the answers, using SBX, we spoke to 218 UK consumers who closely follow these cultural trends and interact with brands that keep their marketing fresh and culturally connected 🚀 Here’s a snapshot of what we’ve found: 🟢 57% of consumers engage with brands that integrate popular cultural trends into their marketing strategies very often 🟢 Positive sentiment (48%), dynamic excitement (31%), and marketing tactics (27%) emerged as the top 3 themes when consumers were asked about their thoughts on pop-culture trends 🟢 Real-time marketing enhances product exposure (55%), engagement (34%), and visibility (31%) 🟢 Cultural appreciation is the top factor influencing consumer behaviour at 45%, followed by brand trust at 36% and diversity respect (30%) Interested in this research? Stay tuned for our upcoming newsletter where we will share these insights in detail and also share recommendations on how brands should strike when the trend is hot 🔥 Read and subscribe here: https://lnkd.in/gtBVdJMr