It’s a balancing act
You know the saying about pleasing some of the people all of the time, and all of the people some of the time? In essence what it gets at is we live in a world of balancing differing views and compromise.
And this is very topical. Ethical, environmental and societal issues are at the centre of public debate. We have witnessed #metoo moments, we are experiencing perhaps the most volatile and unpredictable weather patterns in human history, and race, identity and other movements are more vocal and visible. All pressuring for positive change.
The brand dilemma
With respect to brands, this presents a dilemma. How to adapt and evolve to what’s becoming more mainstream? There’s brand capital to be made by supporting causes and saying ‘the right thing’. There is, however, a counterpoint. To succeed every brand seeking credibility by association has to show it ‘practices what it preaches’ and actually do ‘the right thing’. Accusations of bandwagons and ‘washing’ must be off the agenda right at the start of the planning stage.
A good example. A major laundry brand’s recent campaign balanced concern and action in equal measure. Statements about environmental concern are nothing new. However, visibly supporting research in cold regions and investing in effective low temperature washing ‘technology’ shows a willingness to put their money where their mouth is. Such actions are to be lauded. The evidence was in front of millions of consumer eyes, so open to scrutiny.
Understanding consumer motivation
Consumers by nature are irrational. Emotion being the primary motivation for behaviour. One example is the ‘say-do conundrum’, where what we say and what we do are often poles apart. On action for climate change, an Ipsos Mori study in July again perfectly illustrates this. Now, nearly three-quarters of people across 30 countries believe they would personally be “failing future generations” if action on climate wasn’t taken immediately. What happens? Not enough. Years of talk, yet action lags far behind. The ‘say-do’ dilemma.
Without getting into the reasons for why we do this, it highlights an opportunity for real leadership. Show it’s right and right-on to change and people will follow. Governments, international bodies, and brands (yes, brands) can (must) show this leadership.
So where does balance come into the picture?
Our experience shows consumers always want to clearly know what’s in it for them. Promotional marketing strategies are about changing short-term behaviour and influencing long-term habits. If the ‘what’ on offer is too far removed from current buying behaviour (the ‘do’) then they’re unlikely to shift position and, ultimately, spend (whatever they ‘say’).
A delicate balancing act is necessary. Taking a step-by-step approach to on-pack, online or in-store promotions can still yield impressive results and reward taking a positive step in the direction that appeals to beliefs. For example, free coffee campaigns are popular and yield impressive returns. By partnering with a brand that offers something on top of the freebie (homeless shelter support, additional benefit for using a re-usable cup, evidence of sustainable action, an environment enhancing supply chain) helps to satisfy both desires. The consumer’s desire for a free coffee is blended with the brand’s desire to have a positive impact.
It is this fine balance that ensures a successful promotional campaign is aligned to a brand’s persona and values. In other words, motivate more of the people to do a bit more of the ‘right thing’ some of the time, and (for climate action) avoid green-washing - whether low temperature or not. That’s got to be a step in the ‘right direction’.