Nowadays, in order to attract and maintain customers and open new markets, offers must go beyond products and services. People want to add positive things to their lives, buying products and services which will satisfy their needs and bring value to their daily activities.
Communicating positive messages that connect potential customers to their current goals and values furthers the goals of sustainability. Addressing these values connects them to what they care about and provides the impetus for innovative business practices.
During the last decade there has been a positive trend in business: Many companies now address corporate social responsibility (CSR), which is a concept whereby organizations consider the interests of society, taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities, and other stakeholders, as well as the environment. CSR is a voluntary effort to improve the quality of life for employees and their families as well as for the local community.
These positive efforts create a feeling of joy among employees, creating a positive energy which will be translated into more and better customer loyalty.
Recent reports indicate that communicating positive messages of a company’s actions to address environmental, social, and economical issues, favorably affects that company’s bottom line and produces good business opportunities.
More and more consumers want to buy products and services from companies that support their values, care about the environment, and can offer shareholders a solid return. Whole Foods, for example, promotes organic products grown by local farmers by inviting customers to learn about the farm and the farmer through colorful displays positioned near the products. Patagonia connects lifestyle and values by offering customers a recycling option for some of its clothing choices. Whole Foods and Patagonia connect to their customers by using positive messages to address issues of care: values and community. Other companies produce positive messages of sustainability, based on their business goals or mission.
Another example of how a company incorporates corporate social responsibility is Starbucks. Its social responsibilities are part of their mission statement.
A good marketing campaign needs to recognize the importance of communicating positive messages by making offers and developing trust and relationships. By connecting to people’s cares, we affect outcomes – especially important when addressing sustainability.
We live in a world where the negative aspect of life and its consequences drive the buying or selling decision-making process. However, companies who not only say they care, but actually demonstrate caring about their employees, customers, and communities have a great competitive advantage.
Consider the saying, “People want to know you care, before they care about what you know.” As human beings, we have a natural desire to belong and feel valued. It’s the reason why people hate to be sold to … we don’t feel understood or valued for who we are.
Why do people want to hear positive message for their lives?
Using positive messages in your internal and external marketing campaigns, and caring about your community and its environment, will bring your company a competitive advantage and sustainable growth.
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