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 clients. In an era where consumption and environmental awareness go hand in hand, advertising campaigns are increasingly aligning with an essential pillar: purpose. It is through identification with their values that brands have gained a new and lasting share of the market.
The numbers show that it's worth dedicating 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 agenciesAccessand Develop Live and marketing specialist with over 20 years of experience, highlights the need for communication that engages with topics important to the consumer. "Brands need to understand that today's customer seeks more than just a product. They want 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," he explains.
Intentionality in advertising
The purpose in advertising campaigns is more than just a simple slogan. It is a philosophy that guides all of the brand's actions, from product conception to communication with the public. Campaigns with this clear definition are able to stand out in a saturated market, creating a competitive advantage.
Until recently, slogans like the classic "buy, buy, buy" were effective; nowadays, 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 "purchasing power" increasingly puts the customer in a proactive position, to put their money in the hands of those who will turn it into positive impacts.
Indo goes far beyond catchphrases; the purpose is communicated in various ways. "The dialogue with the customer takes place from the product packaging, through the way the company behaves on social media, to actions that go from the virtual to the real world, such as presence at socially and culturally relevant events," 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 term. They build a more loyal customer base and are better able to adapt to market changes.
Thus, it becomes clear that placing 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 its clients is aware of the need to stay ahead of its time. "Investing in purpose-driven campaigns is investing in the brand's future. It is a strategy that yields sustainable returns and helps build a better world. Brands that understand this are at the forefront of the market, and it's never too late to start," concludes the specialist.
