"People are turning their back on preachy, too-good-to-be-true purpose statements from brands", points out Thomas Kolster, a marketing activist and one of the most authoritative thinkers on Marketing for good. So, what is the best way forward for brands?
To give his view on the topic, Thomas wrote a blog post.
So, before reading it, here are some nuggets of wisdom we cherry-picked from his article:
I. There are simply too many “Saints” in the supermarket aisles.
II. The brands that carved out a niche on activism are themselves being challenged by faster and more agile competitors, making their activism their biggest Achilles’ heel.
II. Brand activism, like the big idealistic political movements of our time, will eventually fizzle out and demonstrate what we all know: we humans are flawed, and so are brands.
IV. People are no longer buying what you do or why you do it (values have become a commodity), but instead who you can help them become.
👁️🗨️ Read the post & get inspired by Thomas' insights.