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Brand Activism Drives More Meaningful Connections

Brand Activism Drives More Meaningful Connections

Maria Garrido

Maria Garrido

June 6, 2019

Companies with a purpose have a greater voice and more connectivity with buyers.

"Brands need to do the internal job of ensuring that the social causes they support are in line with their DNA."

Adweek

By Maria Garrido
Chief Insights and Analytics Officer at Havas Group and Chief Executive Officer of Havas X

June 6, 2019

 

Purchasing a product isn’t just a transaction: it’s about having a voice, making a statement and exercising power. Buyers today consider their purchases to be an extension of their views, beliefs and lifestyles. Buying today is a political act. And more than ever, it’s an opportunity to make an impact.

This reality is illustrated in recent data, which shows that 55% of consumers believe brands actually have a more important role than our governments to create a better future. Whether that says more about brands or governments is up for discussion, but an interesting figure does show that consumers expect brands to go beyond function and be socially impactful, take a stand and reflect our personal values.

Companies are responding to those calls of action through brand activism. The latest buzz about Gillette’s spot “The Best Men Can Be,” which has garnered nearly 30 million YouTube views or Nike’s “Dream Crazy” narrated by Colin Kaepernick, which has over 28.5 million views and counting, are illustrations of this phenomenon. In the case of Nike, it’s important to recall that despite the heated debate surrounding this campaign, Nike sales actually spiked.

This situation prompts the questions: Should a brand focus more visibly on activism instead of relaying that to the corporate CSR department, and does this drive better results?

Talking in a recent panel discussion about this topic, Neil Bennett, CEO of strategic advisory firm Maitland, described the disruption prompted by consumers’ expectations as “a massive tectonic shift in buying power and buying behavior, which is fundamentally reshaping the way corporations act.”

Read the full article

"Brands need to do the internal job of ensuring that the social causes they support are in line with their DNA."

Adweek

By Maria Garrido
Chief Insights and Analytics Officer at Havas Group and Chief Executive Officer of Havas X

June 6, 2019

 

Purchasing a product isn’t just a transaction: it’s about having a voice, making a statement and exercising power. Buyers today consider their purchases to be an extension of their views, beliefs and lifestyles. Buying today is a political act. And more than ever, it’s an opportunity to make an impact.

This reality is illustrated in recent data, which shows that 55% of consumers believe brands actually have a more important role than our governments to create a better future. Whether that says more about brands or governments is up for discussion, but an interesting figure does show that consumers expect brands to go beyond function and be socially impactful, take a stand and reflect our personal values.

Companies are responding to those calls of action through brand activism. The latest buzz about Gillette’s spot “The Best Men Can Be,” which has garnered nearly 30 million YouTube views or Nike’s “Dream Crazy” narrated by Colin Kaepernick, which has over 28.5 million views and counting, are illustrations of this phenomenon. In the case of Nike, it’s important to recall that despite the heated debate surrounding this campaign, Nike sales actually spiked.

This situation prompts the questions: Should a brand focus more visibly on activism instead of relaying that to the corporate CSR department, and does this drive better results?

Talking in a recent panel discussion about this topic, Neil Bennett, CEO of strategic advisory firm Maitland, described the disruption prompted by consumers’ expectations as “a massive tectonic shift in buying power and buying behavior, which is fundamentally reshaping the way corporations act.”

Read the full article

She leads Insights-including Meaningful Brands-Analytics, Content Marketing and Innovation across Havas.

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