Something to Believe In: The Benefits of Business With a Purpose

Photo by Clark Tibbs

We are witnessing a fundamental transformation of purchasing behavior across consumer categories with consumers who view the world quite differently than they have in decades. They’re weighing a brand’s stance on social issues into their buying decisions and, quite literally, voting with their wallets. Constantly.

In a sea of similar brands with shared benefits, a company’s character can set it apart. It’s not a passing trend, but an evolutionary one. A seismic shift in the way society operates. Now is the time for brands to turn social responsibility into brand affinity, increased sales and happy stakeholders. The stars are aligning for an increasing number of belief-driven buyers to connect with brands that take a stand.

Belief-driven buyers: Consumers are buying with their hearts and minds

Purpose-driven brands: Taking a stand makes dollars and sense

Amelie Company Helps Brands Leverage the Power of Good

Consumers support brands with a conscience. They care less about the ‘what’ and more about the ‘why.’ You may have a Corporate Social Responsibility (CSR) team that guides your brand ethos, but it’s vital to weave it into your brand’s broader story. That’s where Amélie Company comes in.

We want to bring out your brand’s inner goodness. Here’s how:

PURPOSE-DRIVEN ROADMAP

Is your category or brand ready for belief-driven buyers? What messages matter most to your consumers? Do people consider your brand to be purpose-driven? Can you get your stakeholders onboard? We’ll create an actionable roadmap, fueled by research, for your brand communications to change your consumers’ buying behavior.

BRAND PERCEPTION

Your brand is how consumers perceive it. If you aren’t currently perceived as making a positive impact, we’ll help you reframe your narrative. You’ve already defined your 4 P’s of product, price, place and promotion. We’ll show you how to add Purpose to your brand as a fifth dimension.

CONSUMER BEHAVIOR CHANGE

Consumer expectations of sustainable brands vary by category, demographics and many other factors. We’ll work to align your brand communications with those expectations. Moving your consumers from being unaware of your brand ethos to becoming a brand advocate is our forte.

ANALYSIS AND TRACKING

Doing the right thing is a long-term investment, and you should get the most out of it. We’ll track your brand’s perception over time and tie it to key metrics, proving that doing good and doing well are not mutually exclusive.

Find more information, including sources for stats mentioned in this post here.

Robin Ashmore is Principal at Amélie Company and Board of Directors President for Ad Club CO.