To sell a product, a potential customer needs to give a shit about it - or they won't buy it.
So often the most valuable brands are those that get consumers to care a lot about their products. They do this predominantly by solving a painful niche problem and/or aligning with customer values.
People love getting behind positive impact and luckily there's an element of it in almost every product. That might sound obvious but the truth is most businesses are sleeping at the wheel and missing out on harnessing impact for good and profit.
Patagonia started off as a rockclimbing gear company. But they really started to get popular when they positioned themselves as the planet-friendly choice.
Way back in 1985 Patagonia implemented the "1% for the Planet" program - committing to donate 10% of profits (or 1% of sales, whichever was higher) to grassroots environmental organizations.
More recently they've run a "Don't Buy This Jacket" anti-consumerism campaign.
They've been focused on a clear message of sustainability which has helped them float at the top of the outdoor gear market.
Patagonia started off as a rockclimbing gear company. But they really started to get popular when they positioned themselves as the planet-friendly choice.
Way back in 1985 Patagonia implemented the "1% for the Planet" program - committing to donate 10% of profits (or 1% of sales, whichever was higher) to grassroots environmental organizations.
More recently they've run a "Don't Buy This Jacket" anti-consumerism campaign.
They've been focused on a clear message of sustainability which has helped them float at the top of the outdoor gear market.
Standing for a cause helps build trust and support.
Worldwide 70% of consumers are consciously aware they prefer to buy from brands that reflect their own principles.
The benefits flow right through the funnel:
- Increased conversion rates
- Increased brand awareness and value (higher lifetime value of a customer)
- Increased word of mouth (gives users more reason to share it)
- Significant point of differentiation in crowded markets
- Customers happy to pay more compared to the competition (especially Gen X, 90% of whom are happy to spend more for sustainable products)
Distilling your business's positive impact and focusing on it can do a world of good.
The key is to focus on one cause. And this one cause should be directly related to your product (as it must be authentic).
Do not make the mistake of impact-washing. Consumers are savvy and it will backfire.
The truth is any product can create a lot of positive impact. Just ask these 2 questions:
1. What positive impact do we hope to achieve with this product?
2. What can we do to go above and beyond and leverage our product for positive impact?
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