Post by account_disabled on Nov 25, 2023 2:19:23 GMT -5
However, this must be presented not only in advertising and Marketing campaigns — it’s not enough just to raise a flag or talk about it. Real actions have also become a fundamental piece for the growth and recognition of brands that want to stand out in the market.
Representation is a lot more than a Marketing tool
Here’s the key mindset: although diversity is a very present theme in business lectures, films, news, and advertising itself, it should not be treated as a good Marketing strategy, but as a necessary form of inclusion and respect.
Many times, brands might have misunderstood the C Level Executive Email Lists message. It’s the case of the beauty products company Love Beauty and Planet (owned by Unilever group). Even carrying a clear reference to sustainability in its name, the brand was involved in controversies related to the ingredients of its cosmetics not being as “organic, vegan and clean” as their consumers thought they were, and the brand not being completely free from animal cruelty. The consumer can see if your message is really meaningful.
No fingers pointed here. What I really want you to reflect on is Love Beauty and Planet consumers do not consume their products just because they like them. They consume them for what the brand stands for — or, at least, what it should stand for. And they look for that in all touch points with the brand.
Companies need to truly pay attention to the demands of consumers — not only related to whatever products or services it sells, but to their clients’ values, fears, hopes, flags and beliefs. This has to be the central and internal concern of the company itself (in all its areas).
Customers prefer engaged brands
As we said before, today’s consumers seek to connect with brands that support diversity and inclusion. That, of course, relates to advertising, but it goes beyond that.
Representation is a lot more than a Marketing tool
Here’s the key mindset: although diversity is a very present theme in business lectures, films, news, and advertising itself, it should not be treated as a good Marketing strategy, but as a necessary form of inclusion and respect.
Many times, brands might have misunderstood the C Level Executive Email Lists message. It’s the case of the beauty products company Love Beauty and Planet (owned by Unilever group). Even carrying a clear reference to sustainability in its name, the brand was involved in controversies related to the ingredients of its cosmetics not being as “organic, vegan and clean” as their consumers thought they were, and the brand not being completely free from animal cruelty. The consumer can see if your message is really meaningful.
No fingers pointed here. What I really want you to reflect on is Love Beauty and Planet consumers do not consume their products just because they like them. They consume them for what the brand stands for — or, at least, what it should stand for. And they look for that in all touch points with the brand.
Companies need to truly pay attention to the demands of consumers — not only related to whatever products or services it sells, but to their clients’ values, fears, hopes, flags and beliefs. This has to be the central and internal concern of the company itself (in all its areas).
Customers prefer engaged brands
As we said before, today’s consumers seek to connect with brands that support diversity and inclusion. That, of course, relates to advertising, but it goes beyond that.