noise trendspottingsLike any other disruption, COVID-19 presents an opportunity to react quickly and gain positioning with target audiences.

Agile companies are reacting by employing what is known as “cause marketing” to emerge into the new normal. If successful, brand recognition and loyalty will keep the course if not be greater than it was pre-pandemic.

But how exactly are brands going about doing this? Let’s take a look. Large corporations like Anheuser-Busch and Ford are appealing to target audiences via cause marketing by mobilizing their distribution and manufacturing assets for the common good. Audiences are generally more optimistic about private responses to crises than they are government responses, and companies are responding appropriately to satisfy a different type of consumer demand: the demand for good news.

According to a Mintel study, nearly 73% of Americans say a company’s charitable giving affects their purchase decisions in the future, while roughly 84% of consumers place importance on a company’s support for a charitable cause. The bottom line is, consumers are looking to have an emotional attachment or relationship with a brand. And, if they do, brands have more than 300% the lifetime value versus brands that don’t have this relationship. 

At this moment, consumers are flooded with an abundance of news about companies struggling and failing. As brands struggle to share their stories in a time of crisis, the story needs to evolve into a redeeming one, a story of taking a stand for a greater purpose that both brands and people can rally behind.

After all, good news is something that everyone wants. According to a Mintel study, nearly 73% of Americans say a company’s charitable giving affects their purchase decisions in the future, while roughly 84% of consumers place importance on a company’s support for a charitable cause. The bottom line is, consumers are looking to have an emotional attachment or relationship with a brand. And, if they do, brands have more than 300% the lifetime value versus brands that don’t have this relationship. Not to mention, if brands are conscientious about the positive footprint they’re leaving on society, consumers are 26% more likely to recommend that brand to others. While this might not be an easy time to make profits, the opportunity is there for brands to create important emotional connections with clients through cause marketing.

The current COVID-19 pandemic has solidified its role in modern society and will be forever cemented as a generation-defining moment in history. These moments will live on forever through the stories we tell and share via social media, blogs, articles and eventually, with each other in person when it’s safe to gather once again. When consumers look back on the lockdowns, quarantines and social distancing, will they remember your brand going through these times with them? Will tomorrow’s consumers remember your brand holding a positive, uplifting light during dark times?

Now’s your chance. And be sure to identify a cause that aligns with your brand.

 

NOISE is founded in travel and tourism, serving more than 100 clients across 25 industry categories, while winning more than 500 industry awards and media praise.

Visit our site here, call us at 239.395.9555, or email directly Partners Ashley Shenk or John Sprecher.