Topic of the moment
Customers want to know more about the social, economic and environmental impact of brands. Is that something that you think is important and then how do you find that within the brands that you work with? Is that a conversation you find you’re having with clients? How do you evaluate each of these in the brands you choose to work with?
The main two we use are typical PR measures of sentiment and then new social listening measures. I read a piece the other day on Campaign that claimed purpose marketing is over, but I just don’t buy it. The level of interrogation consumers will put on businesses is bigger than ever. We’re working with one of our clients on trying to bring their CSR programme into their consumer programme so that they’re not two entities that are opposing magnets. Social media will continue to grow the level of transparency, but social media is only a voice to a real movement that is happening – and we don’t see it relenting.
We’ve been running a workshop called the Customer of 2030 and it demonstrates that a brand’s sense of purpose has to shine through for these audiences. And they like brands that don’t just talk about it, but act on it. It will be a hygiene factor soon; it’s not necessarily going to be a decision factor. Now’s the time to start being proactive.