There was a time when advertising was only done to sell. Today, this area of communication is a true science capable of engaging with the deepest desires and needs of customers. In an era where consumption and environmental consciousness go hand in hand, advertising campaigns are increasingly aligning with an essential pillar: purpose. It is through the identification with their values that brands have gained a new and lasting market share.
The numbers show that it is worthwhile to dedicate oneself to establishing an identity beyond sales. According to a Nielsen study, 66% of consumers are willing to pay more for products and services from companies committed to social and environmental impacts. This data highlights the growing demand for marketing that embraces relevant causes.
Ana Celina Bueno, partner and founder of the agencies Acesso and Develop Live and a marketing specialist with over 20 years of experience, points out the need for communication that engages with important topics for the consumer. “Brands need to understand that today’s customer is looking for more than just a product. They want to identify with the brand’s values and see a genuine commitment to the issues that matter. This creates an emotional connection and strengthens customer loyalty,” she explains.
Intentionality in advertising
The purpose in advertising campaigns is more than just a simple slogan. It is a philosophy that guides all actions of the brand, from product conception to communication with the public. Campaigns that have this clear definition can stand out in a saturated market, creating a competitive edge.
Until recently, slogans like the classic “buy, buy, buy” were effective, now it is necessary for the customer to align their expectations and identity with those of the brand. In an online retail world, choices are also emotional. The definition of “buying power” puts the customer more and more in a proactive position, to put their money in the hands of those who will turn it into positive impacts.
Going far beyond catchy phrases, the purpose is communicated in various ways. “The dialogue with the customer happens from the product packaging, through the way the company behaves on social networks to actions that go from virtual to the real world, such as presence in socially and culturally relevant events,” exemplifies Ana Celina.
An Impact as Far as the Eye Can See
The purpose in advertising is not a passing trend. Studies show that brands with well-defined ideals tend to perform better in the long run. They build a more loyal customer base and can better adapt to market changes.
Thus, it is clear that putting purpose at the center of advertising campaigns is not merely an ethical choice but also an intelligent business strategy. Brands that adopt this philosophy are prepared to face the challenges of the modern market and build a lasting and positive relationship with their consumers.
Ana Celina Bueno points out that a company that aligns its social and environmental goals with those of its customers is aware of the need to be ahead of its time. “Investing in purpose campaigns is investing in the future of the brand. It is a strategy that brings sustainable returns and helps build a better world. Brands that understand this are at the forefront of the market, and it is never too late to start,” concludes the expert.
