There was a time when advertising was made only to sell. Today, this area of communication is a true science capable of dialoguing with the deepest desires and needs of customers.In the era when consumption and environmental awareness go hand in hand, advertising campaigns have been aligning increasingly with an indispensable pillar: purpose. It is through identification with their values that brands have conquered a new and lasting slice of the market.
The numbers show that it is worth dedicating yourself 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.
Ana Celina Bueno, partner and founder of the agencies Access e Develop Live and marketing specialist with more than 20 years of experience, points out the need for communication that dialogues with important topics for the consumer.“Brands need to understand that the current customer seeks more than just a product. He wants to identify with brand values and see a genuine commitment to the causes that matter. This creates an emotional connection and strengthens customer loyalty”, he explains.
Intentionalism in advertising
The purpose in advertising campaigns is more than a simple slogan. It is a philosophy that guides all actions of the brand, from the design of the product to communication with the public. Campaigns that have this clear definition can stand out in a saturated market, creating a competitive differential.
If until recently, mottos like the classic “buy, buy, buy” were effective, currently it is necessary for the customer to align their expectations and identity with those of the brand.In a world of retail on the internet, the choices are also emotional. The definition of the “poder buying” leaves the customer increasingly in a proactive position, to put their money in the hands of those who will turn it into positive impacts.
Going far beyond the phrases of effect, the purpose is communicated in various ways.“The dialogue with the customer happens from the packaging of the product, through the way the company behaves in social networks to actions that leave the virtual to the real world, such as the presence in events of social and cultural relevance”, exemplifies Ana Celina.
Impact to lose sight of
Studies show that brands with well-defined ideals tend to perform better in the long run. They build a more loyal customer base and are able to adapt better to market changes.
Thus, it is evident that putting purpose at the center of advertising campaigns is not merely an ethical choice, but also a smart 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 recalls that a company that aligns its social and environmental goals with those of customers is aware of the need to be ahead of its time. “Invest in purposeful campaigns is to invest 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.
