This article was first featured on Direct Agents' Fourth Issue of Illuminate Magazine in April of 2022.
The past two years have represented a dynamic shift in how brands engage with and build communities around their products. Between the rise of TikTok, and the explosion of online social movements ranging from racial justice to environmental activism, and the breakneck speed that culture has moved at has accelerated the need for brands to take rapid stances on cultural issues. The expectations have changed, with 63% of consumers wanting brands to make the world a better place, and 83% expecting brands to act beyond their core business. Brands that can authentically execute this have more consumer trust and superior margins, with consumers being 4.5 times more likely to purchase from a brand that takes a stand (Source: Edelman Trust Index).
Consumers are not only looking for brands with solid missions that align with their values— but they also want to see that mission in action. To show this, brands should emphasize storytelling as a means to demonstrate their impact. Brand stories should bring the mission to life and show authentically the positive effects of their mission in a way that connects with consumers. Telling human-centric stories that convey how a brand acts as a force for good or positive change can resonate deeply with audiences and, ultimately, be a differentiator in purchasing decisions.
With 70% of consumers linking purchase considerations to trust, it is crucial that before brands market their business as mission-driven, they have to do the work genuinely (Source: Edelman Trust Index). Customers have gone beyond just consumers, becoming critics and creators. The good news is that when done well, loyal consumers can become powerful advocates for the brands and flag bearers for community engagement. The bad news is brands that have done only surface-deep investment in particular social stances will not pass this new savvy consumers sniff test. Showcasing partnerships, whether it's diverse suppliers, nonprofit community organizations, influencers, or other mission-driven organizations, can be powerful quality cues to signal a commitment to social causes that align with the brand’s core values.
Navigating the increasingly fast-moving cultural landscape requires more than a simple one-step strategy. However, brands can keep three fundamental principles in mind when leaning into the power of mission-driven business:
Not taking a stance on social issues can be more of a liability than taking the wrong perspective for a mission-driven business. It can undermine the public facing integrity of that mission.
Consumers are more likely to trust and forgive brand missteps when a strong history of being a mission-driven business.
Content & storytelling should follow the mission and purpose of the brand that goes beyond the product; however, authenticity is vital, and partnerships can offer a gateway into securing that trust with the consumer.
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