Post by account_disabled on Mar 6, 2024 5:22:06 GMT -5
Social marketing has existed practically since the 70's and I will not bore you with history because it is already the material of many reference books. Since its inception it has had many aspects, both positive and negative; It is enough to talk about cause marketing as a good derivation or greenwash as an example of the opposite. I guess it's like any tool, a rolling pin can help you make bread or it can split anyone's head open in the wrong hands. Recently, in a study presented at the annual conference of the World Federation of Advertisers (WFA) in Brussels, data was revealed that left many marketers cold who thought that corporate responsibility , sustainability or products “with a purpose” were not so sought by consumers. Here are some data from the study that reveal the disparity between what marketers believed and reality. The exercise was carried out by the WFA and Edelman to 8,000 consumers and 150 marketers: • 88% of marketers agreed that corporate responsibility is an issue whose importance continues to grow in building brands in the future.
Marketers said that consumers really care that Phone Number List brands support good causes; However, the consumer survey revealed that 60% do care (Wow!) • “Brands with purpose” were defined as those with programs that positively impact the community, protect the environment, listen and react to customer requests, and have ethical practices. • 56% of marketers believe that consumers are okay with a company supporting causes and making money from it at the same time. However, when consumers were asked, 76% said they were comfortable with it! • 46% of marketers assured that current consumers supported brands with good causes. The same question to consumers revealed that 60% already do so. • Marketers thought that regionally, consumer support for brands with causes would be more favored as follows: 58% Europe, 36% North America, 5% Asia and 1% South America. The reality is quite the opposite. Emerging economies are the most willing to support brands with a cause, not developed regions. (Something a little obvious because they have seen the problems up close) • 66% of marketers agree that brands with purpose attract better talent to their ranks; in fact, 44% of them claimed to work in such a company.
When asked which brands have best communicated their purpose, 23% of marketers chose Unilever , Coca-Cola , P&G and McDonald's . • Virtually all marketers agreed that social media is currently essential in developing a brand's engagement and its purpose with people. Luis MaRam Graduated from La Salle University. MBA from UNAM and Diploma in Corporate Social Responsibility from ITESM, Luis Maram has been an advisor to brands and companies on communication , marketing and CSR issues . He has been a professor and speaker at multiple universities and has given conferences and executive training workshops at several companies. He is currently Director of Marketing and Media at Expok , Sustainability and CSR, specializing in the topic of Sustainable Marketing . His passion for the multifaceted phenomenon of communication has led him to publish in specialized business magazines and to be the author of several columns, some on CSR and Sustainability issues and others on marketing analysis . You can also follow his video clips, Marketing Sustainability .
Marketers said that consumers really care that Phone Number List brands support good causes; However, the consumer survey revealed that 60% do care (Wow!) • “Brands with purpose” were defined as those with programs that positively impact the community, protect the environment, listen and react to customer requests, and have ethical practices. • 56% of marketers believe that consumers are okay with a company supporting causes and making money from it at the same time. However, when consumers were asked, 76% said they were comfortable with it! • 46% of marketers assured that current consumers supported brands with good causes. The same question to consumers revealed that 60% already do so. • Marketers thought that regionally, consumer support for brands with causes would be more favored as follows: 58% Europe, 36% North America, 5% Asia and 1% South America. The reality is quite the opposite. Emerging economies are the most willing to support brands with a cause, not developed regions. (Something a little obvious because they have seen the problems up close) • 66% of marketers agree that brands with purpose attract better talent to their ranks; in fact, 44% of them claimed to work in such a company.
When asked which brands have best communicated their purpose, 23% of marketers chose Unilever , Coca-Cola , P&G and McDonald's . • Virtually all marketers agreed that social media is currently essential in developing a brand's engagement and its purpose with people. Luis MaRam Graduated from La Salle University. MBA from UNAM and Diploma in Corporate Social Responsibility from ITESM, Luis Maram has been an advisor to brands and companies on communication , marketing and CSR issues . He has been a professor and speaker at multiple universities and has given conferences and executive training workshops at several companies. He is currently Director of Marketing and Media at Expok , Sustainability and CSR, specializing in the topic of Sustainable Marketing . His passion for the multifaceted phenomenon of communication has led him to publish in specialized business magazines and to be the author of several columns, some on CSR and Sustainability issues and others on marketing analysis . You can also follow his video clips, Marketing Sustainability .