consumerism evolving into citizenship
Once only viewers of information, consumers are becoming more active users and collaborators. They are advocates for social causes. Are we on the verge of a new type of consumer? Are consumerism and citizenship merging? What is causing this phenomenon?
a new kind of consumer
Consumers have changed. They are not only demanding that their voices be heard, but also are looking for a more personal, emotional and co-creative role. They are demanding dialogue and open exchange with brands and with their communities.
Technology and other social forces have empowered people to act as citizen marketers, activists, self-publishing journalists, and even product managers. They want products to be personal (iPod, NikeID, Google Desktop) and serve as an extension of their personal beliefs. They now help shape what products and brands are about and how they are communicated.
a new global social conscience
With "An Inconvenient Truth," Brad Pitt's and Angelina Jolie's work in Africa, Bono's activism, the accomplishments of Bill and Melinda Gates Foundation, and Bill Clinton’s book Giving, we've reached the tipping point for a new worldwide interest in social causes. Activist celebrities, politicians, and the media have sent the message that "doing good" should now be part of everyone's life.
Citizen consumers are listening and joining in, and increasingly they expect brands to make social purpose part of their DNA. As a result, brand managers, marketers and retailers are realizing that their actions have ethical, social, and environmental impact.
brands can talk - Unilever, Europe
"Considering the social and political environment in Germany, we found our own role for the Rama brand by contributing to a good cause in the eyes of our target group. We wanted to increase brand relevance for Rama among young families by owning the...topic of childcare."
— Carina Schumacher, Brand Development Manager,
Savoury Category, Unilever Europe
Over 55% of consumers say they would help a brand promote a product or service if there was a good cause behind it.
goodpurpose brand playlist
Meet some of the brands from around the world that we think are doing some pretty interesting things in the social purpose arena. Then take a deeper dive into our featured brand of the month that was kind enough to let us look under the hood.
Bill Clinton, in his book Giving:
"....Organizing and enlarging public goods markets are important ways of giving that can both benefit and involve millions of people in advancing good causes....When we support companies that do good things, the increased demand will cause other companies to follow suit."
