There was a time when advertising was done only to sell. Today, this area of communication is a true science capable of engaging with the deepest desires and needs of clients. In an era where consumption and environmental awareness go hand in hand, advertising campaigns have been increasingly aligning with an indispensable pillar: purpose. It is through the identification with their values that brands have gained a new and lasting share of the market
The numbers show that it is worth dedicating oneself to establishing an identity beyond sales. According to a study by Nielsen, 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 agenciesAccessand Develop Live is a marketing specialist with over 20 years of experience, highlights the need for communication that engages with important themes for the consumer. "Brands need to understand that the current customer seeks more than just a product". He wants to identify with the brand's values and see a genuine commitment to the causes that matter. This creates an emotional connection and strengthens customer loyalty, explain.
Intentionality in advertising
The purpose in advertising campaigns is more than just a simple slogan. It is a philosophy that guides all the brand's actions, from product conception to communication with the public. Campaigns that have this clear definition manage to stand out in a saturated market, creating a competitive advantage
Until recently, slogans like the classic "buy, buy, "buy" were effective, currently, it is necessary for the client to align their expectations and identity with those of the brand. In an online retail world, the choices are, also, emotional. The definition of "purchasing power" puts the customer in an increasingly proactive position, to put your money in the hands of those who will turn it into positive impacts
Going far beyond catchphrases, the purpose is communicated in various ways. "The dialogue with the customer happens from the product packaging", ranging from the way the company behaves on social media to actions that move from the virtual world to the real world, "how the presence at events of social and cultural relevance", exemplifies Ana Celina
Impact to lose sight of
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 are better able to adapt to market changes
Thus, it becomes evident that placing 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 recalls that a company that aligns its social and environmental objectives with those of its clients is aware of the need to stay ahead of its time. "Investing in purpose-driven campaigns is investing in the future of the brand". It is a strategy that brings sustainable returns and helps to build a better world. The brands that understand this are at the forefront of the market, and it's never too late to start, concluded the specialist
