Very nice, but it doesn't quite work

[Irfanabdulla1111]

The big question is: To what extent do consumers care about Sustainability Reports?

Do we believe all these "do-gooder" messages that brands send us?

Are content that seeks to position brands as agents of change bearing fruit?

The answer seems to be NO.

According to a recent study , the number of consumers who expect brands to make efforts to contribute to social welfare is increasing significantly.

In 2017, they reached 75%, compared to 69% in 2015.

On the other hand, the number of consumers who believe that the brand provides a real social benefit has barely increased by 1%, remaining at 40%.

That is, three-quarters of users can see the ability of brands to bring benefits to society, but very few of them believe that brands are being effective in this.

It seems clear that the great efforts of brands to create content around their social initiatives a email database usa re not reaching consumers, who are increasingly skeptical.

What is the reason for this distrust?

In their efforts to connect with the values ​​of their audiences, marketers relegate the company's commercial objective to the background.

It is often mistakenly believed that a brand will appear more authentic to consumers if its messages focus on added value, thus ignoring its true purpose: doing business.

And this is what arouses consumer skepticism.

We consumers know that the goal of a brand is to do business.

We also understand that economic benefit does not have to be at odds with social well-being.

That's why we are much more receptive to transparent, more realistic marketing messages, and it is the user who gives value to the content.

The user determines what is authentic valuable content.

There is no further ado: the purpose of the content is to be useful to the user.

Content that only talks about the benefits of a product bores users and is useless for connecting with their values.

On the other hand, what good does it do for a user if a brand defends equality or fair trade if it does not know the benefits that the product it sells will bring to it?

We are clear that we need good-tasting, quality food, effective cleaning products, good service offerings...

When it comes time to choose, the social commitment of the brand is an added value, a plus that can be decisive in our selection, but that does not work on its own.

This is why content strategies that focus exclusively on the product and those that focus too heavily on the social cause, relegating the company's commercial purpose to the background, fail equally.