What do you stand for? What charities do you support? Customers both loyal and potential are wanting to know. As a consumer, I spend money on brands that are vocal on social issues. These brands share my values and they’re transparent about it. Like many others, I pay for an experience, and sometimes a frivolous product like AirPods. None of this is news. Trends show millennials like myself are easily sold on a good cause or a memorable experience. What should be noted is the connection between your advocacy efforts and your authenticity. Consumers know when companies use social causes as a marketing ploy. There’s no fooling us. Be authentic. Have conversations about causes that affect your community in the state or country in which you live. When you’re finished have them again. Be sure the advocacy efforts you make come from a place of understanding and a true desire to initiate change.

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