Why Marketing is Often a Reflection of a Company’s Values
Marketing is intertwined with society’s values and the way your business chooses to represent itself publicly certainly has an impact.
At its core, marketing has always been about cultivating an image. In the past, that image may have consisted of trying to make a product or service look cool, or just functional, or ideal for an entire family unit. In many ways, younger generations often care about a specific facet of that image: a company’s values. They want to shop from, and become supporters of, companies that have similar values to themselves. That doesn’t always mean taking a hard stance on hot topics, but there are some easy ways to make your marketing fall in line with many of the common values that seem to be buzzing around social media these days.
Caring About Your Community
If you’re a local business, supporting other local businesses is a good way to show that you invest in the community around you and are part of a movement to help cultivate a strong sense of community pride. This doesn’t always mean that you have to make every effort and leap through hoops to be part of the area around you, but an easy way to do this is to show up to local events and even sponsor them. It’s a fantastic way to give a little bit back and get your name out there as well.
Being Honest
The first sign that you’re intentionally misrepresenting something can be a huge blow to your marketing efforts. If people aren’t able to trust you, why would they trust in your product or service? There’s a lot of talk these days about misinformation spreading across social media and it’s for a good reason. As long as you stay true to yourself, own up to mistakes, and continue to post quality content, your audience will continue to trust you.
Investing in the Environment
Many people these days, especially younger people, care about social responsibility and caring for the environment. This has caused many brands to completely reinvent themselves in terms of their accountability towards the environment. You don’t need to beat everyone over the head with this point but it’s nice to throw up a post showing that you care about the world on Earth Day or other similar, environmentally focused holidays.
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