Stats Corner: Brand purpose is more important than ever
- 76% of young people say they have purchased from a brand to show their support for issues that brand supports.
- 40% of Gen Z customers say they have stopped purchasing from a brand that behaves in a way that doesn’t align with their values.
- 77% of consumers choose to pay more to purchase from companies demonstrating social responsibility.
- 60% of those consumers say they leave positive reviews for others to act on.
Sources: Union Webster Report: In Good Company: The Value of Conscious Consumers; Forbes: Here’s How Cause Marketing Can Make a Difference; Cause Good: The Case for Cause Marketing — Statistics for Businesses & Nonprofits
Ad of the Week:
In the present-day zeitgeist, social responsibility is The Big Conversation. Tensions around politically charged issues are as heightened as ever. And with the results of the US mid-term elections confirmed last night, these are only set to increase.
The question is this: what do brands do on the wave of this new social justice fervour? The answer seems to be an overwhelming: take part in it.
And with their latest ad, Airbnb certainly does – and cleverly, too. The ad features clips of historical footage showcasing key moments in history, from the first moon landing to Einstein graduating. The catch? All the clips are reversed.
The brand’s message is clear: when we hinder people’s ability to go where they want to go, we hinder progress. And with a not-so-subtle hint at Trump’s infamous Wall-Building proposal, the online hospitality company makes their position apparent: they aren’t pro-travel, they’re pro freedom of movement.
The ad’s emotive copy – envisioning a world without travel, of walls and no immigrants or exploration – tells this narrative perfectly. And it works. The idea of literally undoing human’s discoveries and achievements by visually reversing them is as captivating as it is poignant.
Tying the idea of acceptance with their key message of moving forward, Airbnb’s cause marketing takes a political stance sure to capture the left and enrage the right.
Either way, it’s a win: by capitalising on the current global political climate and actively positioning themselves as a liberal brand, Airbnb ensures they’re at the forefront of conversation.
As for the brand’s enraged, conservative-leaning customers? Well, they’re hot on the comment section, sharing the video by the thousands and calling for a boycott of Airbnb. And engagement rates are a wonderful thing.
Almost as wonderful as a brand using its voice to create dialogue around things that matter.