|by Eric A. Becher, Ph.D. Director – Cause Marketing
Nearly two-thirds of Millennials and Gen Z express a preference for brands that have a social point of view and stand for something. As such, it’s becoming more and more important for brands to align themselves with causes that demonstrate that they too want to make the world a better place for all.
The most important step is deciding the cause with which to align and in doing so, the most important things to remember are to choose from the heart; meaning it’s a cause the company and employees feel good about. The other is that the cause be related to the business in which you and/or the product operate. The next step after deciding upon the affiliation is communicating it to the target consumer. One way of doing this is by sharing stories that resonate with the audience. In doing so the narratives must take the following into account:
• Does the story educate the audience about the social cause and how it affects them?
• Does it highlight ways to contribute to stop the issues related to the social cause?
• Does it provide a way for target consumers to contribute and help eliminate the problem if it already exists?
But that’s not all, they must grab their attention and draw them in and this can be accomplished by developing messages based on the following:
• Achievements, Announcements and Celebrations
• Historical Stories
• Research Findings
• Future Initiatives and how to Get Involved
Regularly weaving a series of stories into the brand’s communications not only illuminates the social cause but can keep the target audience actively engaged. These stories can not only be told through social media, but through events where the audience can actually experience the message. The engagement yields great benefits for the corporate entity and the brand.
The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message. Millennials see it as important to support corporations and brands who support their community. They see their dollar as a vote.