belief-based consumption: an infographic
DESCRIPTION
Welcome to the Era of Belief-Based Consumption The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify. Digital tools have enabled people to find and connect with niche groups with whom they share a set of values, and have equipped them with the information needed to look beneath the surface and past the marketing message. Putting power into the hands of audiences who now collaboratively build, share, and proliferate their own meanings and stories with brands. This shift in how people leverage their beliefs to build relationships with one another and with organizations is ushering in a new era of consumption. The era of belief-based consumption. An era where audiences increasingly want to do business with brands that believe what they believe. Effectively creating new rules for organizations looking to build deep relationships with their audiences. For more, contact us at [email protected] http://beliefbasedconsumption.com http://sonicboom.comTRANSCRIPT
Where people want to do business with brands that believe what they believe.
The proliferation of digital tools has changed the way people build relationships. Social media has empowered audiences to connect with niche groups that share their values and beliefs, and to look beyond the marketing message.
And this is transforming consumer expectations:
Chick-fil-A sees a 30% increase in sales after its president comes out and
openly rejects same-sex marriage.1
Louis C.K. sells one million dollars worth of digital downloads by connecting with
the core values of reddit users, offering his product direct with a nominal charge.4
Warby Parker, an online eyewear brand grew 500% in one year based on its
'buy a pair, donate a pair' mission to allow everyone the ability to see and learn.3
Lululemon stock grew 1300% over three years by expanding into lines of busi-
ness that remain central to its core beliefs:
Clean-living, spiritual cleansing, and support for local communities.2
BELIEFCONSUMPTIONBASED
W E L C O M E T O T H E E R A O F
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74% want to know about a company’s
behaviours and responsibilities before
making a purchase.
6 out of 10 customers would buy from
the brand that demonstrates strong
ethics.
91% have said that a brand’s actions
toward its audience influenced their
purchase decisions.5
Identifying and Caring for the Core Community
Make loyal fans a voice for your brand, and
learn about their needs and interests to expose
valuable marketing opportunities.
Articulating Beliefs and Values
Implement your brand’s beliefs and values
at every touchpoint to help impact your
growth and amplify favourable opinion.
Insight Gathering Process
Conduct in-depth analysis about HOW cus-
tomers construct their online identities to
answer WHY their cultural, political, and
societal values make them love your brand.
T H E R E A R E 3 K E Y A C T I O N S R E Q U I R E D F O R B R A N D S T O A D A P T T O C O N S U M E R D E M A N D S :
L E A R N M O R E A B O U T T H E A G E O F B E L I E F - B A S E D C O N S U M P T I O N :W W W . B E L I E F B A S E D C O N S U M P T I O N . C O M
1: http://www.ocregister.com/articles/fil-367629-chick-company.html2: http://www.businessinsider.com/lululemon-announces-sales-growth-slowing-2012-123: http://www.inc.com/eric-markowitz/3-reasons-warby-parker-is-killing-it.html4: http://mashable.com/2011/12/23/louis-ck-million/5: http://www.marketingmagazine.co.uk/article/1082305/consuers-consider-brands-ethics-when-shopping-according-survey