Brands must base their approach and decisions on the customer's value system

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 22, 2021, 5:05 PM UTC

Post the pandemic, customers today value their own wellbeing as much as they value the wellness of society and the planet at large.

Audiences today want to associate with brands who they feel resonate with their own set of personal values. Similarly, consumers look for brands they also consider sources of reliable information. Along with promoting inclusion, equality, and diversity, customers are keen on reducing their decisions' environmental impact.

Brands today must revisit their values, mission and vision to better connect with evolving audiences. They have to choose ways to avoid waste and contribute to a circular economy. Engage with customers to understand what interests them and what they value the most when associating with brands.

Identify ways to care for the company's stakeholders and internal community and focus on their wellbeing. Businesses must ensure their brand DNA is reflected right from the company's working environment to the structure of the organisation. Make sure products are produced and delivered sustainably.

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