The following concept is in early-stage development. If you would like to help influence its final design, please contact the team at Collaborata.
It’s not enough these days for brands to deliver only on product, price, and promotion. Today’s consumers “say” they want to choose and connect with brands at a higher level, but brands struggle to find that common ground when it comes to connecting to the “social good.”
We envision the following three phases:
1. Secondary research-sharing with co-sponsors to examine what’s working and what’s not; to develop hypotheses to test; and to understand co-sponsors’ priorities
2. Qualitative research at scale to gain an in-depth understanding of consumers’ perspective when it comes to brands and social good
3. Survey research to quantify the qualitative learnings and to walk away with an empirical set of guidelines, with appropriate nuance, for brands to leverage in planning and executing a social-good strategy and campaign
Consumers are smarter, more knowledgeable, and are making more purchase decisions based on their values than ever before. But they're also cynical of hollow tugs at their heartstring. Values-based decisions by brands can often backfire on the one hand, by alienating those consumers whose values don't align, while also coming off as less than genuine with those consumers who do share similar values. It's critical for brands to understand that threshold - what values can brands highlight that will help align that brand with their consumers in an impactful and authentic way.