In this day and age, it’s important for companies to show that they care about more than just profits. Consumers want to know that the companies that they do business with support values that they care about. But it’s important for customers to know that if a company is showing a value, that that value is actually important to them. What they want to avoid is purpose-washing – where a company only appears to value something, without actually valuing it.
- There is a trend towards customers boycotting brands that don’t show social awareness.
- It’s important for brands to genuinely believe in the social issues they support, since customers can see through false support.
- Listen to this full conversation to learn more about purpose-washing and how to implement it the best.
“If you’re involved in content, marketing, or communications, I’m not telling you anything you don’t know.”