No more benefit of the doubt.
Social consciousness is taking on a new meaning. It keeps growing for the luxury consumer and brands must be right there to let them know what they are doing.
B2C and B2B buyers think brands should have a strong social conscience. 46% of people believe that companies should take more responsibility for their role in society. 55% of people say they are more likely to buy from companies that show – empathy. And these are the key words – to show. Not just say – but show.
Millennial’s and Gen Z are more than half of the buyers today and they want to see brands live up to what they say. It means more than just giving to a cause – that is not enough now. You must do real action to get the client to see you are sincere. Donating a lump sum at the holidays and talking about it in your newsletter will not do it anymore and you must be inclusive. You must show diversity. If you do not have inclusion protocols you might as well not open your doors. If you are a brand that has not clearly said what you believe in and stand up for – you must do this immediately. Most buyers aren’t willing to offer brands the benefit of the doubt anymore. They want to know that the companies they support are doing their part – a lot.
Photo credit: Andrew Thornebrooke | Unsplash
