The key to purposeful marketing is consistency

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Transparency is now the rule when establishing communication with the consumer. There is no room to escape it since any user can search for information about your business in seconds.

It is essential that your brand clearly establishes the values ​​that govern it, both internally and externally.

The key to bringing this to communication is consistency. A brand that advocates for the environment should not use ingredients or processes that have a negative effect on nature; another that makes a statement about gender equality should have internal protocols to address this problem.

Transparency with the consumer is what will set the pace of the india whatsapp number database change you want to achieve, and the consumer is listening. According to a study by Accenture, 62% of buyers around the world want companies and their brands to take a position on the social, cultural, environmental and political issues that are close to them.

“Transparency with the consumer is what will set the pace of the change you want to achieve, and the consumer is listening.”

Brand Purpose ≠ Stance on Causes
Following the rise of movements such as #MeToo, Black Lives Matter or “A Day Without Them” in Mexico, many brands have been pressured to take a stand, under the demand of a consumer who seeks actions in line with their interests. A statement may be sensitive in the public eye, but it helps to give visibility to issues and open discussions in more homes.

Your brand's purpose is much more than just ignoring opinions. It is essential to identify the spaces in which your business can have a direct impact on communities, influence your consumer's thinking, or modify established models and stereotypes in your category. The results may be controversial, but of great value for the brand to stand out in the conversation.

Even brand stances that seem to go against your business can have a positive impact. A good example of this is WeTransfer’s “Please Leave” campaign , which invited us to reflect on the time we spend connected to technology. When a brand of this category tells you to disconnect (and gives you tools to do so) it generates a disruptive and differentiated conversation.