The new rules: the age of the enlightened consumer

Purpose-driven, socially conscious, inclusive and empathetic…

…these are the new rules determined by the enlightened consumer.

Younger generations are buying for remarkably different reasons than their parents and are demanding and expecting more from brands. This means the power balance between brands and consumers has shifted – and customers now hold the cards.

52% of people are attracted to a brand if it aligns with their personal values

How can your business adapt to remain relevant? = Walk the walk!

Start with understanding your own values. Once you’ve found these, make sure your actions speak for you – have a clear strategy of how you’ll implement these practices and how you will build trust with your customers.

Meeting these values will not come easy. We are living in a time of radical visibility and accountability, where consumers have great expectations and are not afraid to call out brands that fall short of their promises.

The most recent example is BrewDog’s attempt to be the anti-sponsor of the World Cup. While initially the stunt was praised across the industry, it soon came to light that BrewDog is still playing the World Cup in their bars. On top of this, it is reported that only 3 months ago a deal was struck to stock the biggest hotels in Qatar with BrewDog. EEk.

Performative posts and actions will always come to light in the end.

Leverage comms

Being clear is half the battle! Clearly communicating your values is critical. At The Comms Bar, we can help you determine your messaging and support your ESG strategies. Get in touch to find out how!