Purpose Over Profit: Brandstanding

Brand activism is on its way to becoming the most popular marketing technique across all industries. This contemporary tactic, formally dubbed Brandstanding, refers to mission or value-based marketing, which allows buyers to determine whether or not they resonate with a brand’s identity.

It was recently predicted that Brandstanding will leave the greatest impression on B2C marketing in 2022, a study conducted by Marketing Charts reports. Seventy percent of consumers believe it is critical for brands to express a stance on social issues. But, considering “only 8% of people automatically assume the information in advertising is true”, it’s got us wondering… How do consumers currently feel about Brandstanding?

Well, the opinion appears to be dependent on a company’s values and history of activism. Results from a survey questionnaire of 1,500 participants documented their perception of why brands take a stand. It provided, that – despite 70% of respondents believing brands should use advertising as a platform to emphasize a message or initiative – not everyone is convinced that every brand is genuine, especially the ones who haven’t any history of activism. 

On the contrary, 80% of consumers revealed that they are more likely to be loyal toward purpose-driven brands over profit-driven brands. Additionally, 7 in 10 people stated they would be proud to be associated with a purpose-driven brand, and 80% agreed they are more likely to feel an emotional connection to purpose-driven companies. 

You might be at the grocery store, choosing between two different brands of paper towels that are about the same price, but it’s more likely the consumer will choose the product whose packaging has the image of an adorable, fluffy red panda that they saved by donating a portion of their profit to endangered animal sanctuaries.

Now, is an essential time for brands to follow through and use their platform for positive change. If Fortune 500 companies want to have a successful 2022, they need to take action to create tangible solutions and positive impressions on the populations whom they express their support toward– instead of merely vocalizing a stance on current social issues.

But as always, some will face the consequences of inaction and lose market share to their purpose-driven competitors, because, at the end of the day, actions always speak louder than words. I believe in a more sustainable generation of products and innovation will overtake the brands that aren’t willing to be part of the solution.

As for you, the consumer, try shopping small more frequently. Or spend a weekend discovering any local, minority-owned businesses. It’s an easy way to directly support your community!

Marketing Charts B2C Marketers Tout Coming Impact of “Brandstanding” – Marketing Charts B2C Marketers Tout Coming Impact of “Brandstanding”

Written byJami LashbrookEst. reading time3 minutes

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Written byJami LashbrookEst. reading time3 minutes

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Written byJami LashbrookEst. reading time2 minutes