Most businesses understand that it is critical to target the right audience with their product or service. However, in order to reach today’s more informed, media savvy consumer, businesses must go beyond traditional demographic segmentations and speak to what truly motivates people – their core values. You wouldn’t try to sell World Series tickets to someone who doesn’t like baseball, so why try to motivate someone with a message about, say, innovation, when their values markers indicate that they tend to favor the status quo? In this post, I will discuss why understanding your customers’ values is more important, and more possible, than ever.
Core values are a driving force behind much of contemporary consumer behavior. In order to set themselves apart, brands now need to create value-based relationships with their customers in order to establish long-term relationships that will ensure not only immediate success, but also future engagement with the company as well. Recent research has shown that 47% of consumers report buying something monthly to support a cause. Furthermore, when quality and price are the same, consumers now say social purpose is the most important factor in their purchase decisions, with an increase of 26% from 2010. Many brands, such as Patagonia and Sephora , have successfully integrated a sense of corporate responsibility in their messaging, yielding positive results. Conversely, yoga brand Lululemon serves as a cautionary case study of the potential pitfalls of ignoring or misreading societal trends, as well as the values of its own customer base.
Zenzi’s Social Values Project seeks to identify key markers of consumer values in order to allow brands to communicate with their customers on a deeper, value-based level. Two of the value-driven motivational types the project has uncovered are Prestige Seekers and Pleasure Seekers. While these two types are similar, there are also key differences that could significantly impact the effectiveness of messaging targeted to these consumers. First let’s look at a description of both:
One of the more talked about trends in marketing recently is “happiness marketing,” which describes an attempt by many brands to associate their offerings with increased happiness for the consumer. Coca-Cola’s “Open Happiness” campaign and Zappo’s “Delivering Happiness” messaging are just two examples of how brands are capitalizing on consumer demand for products and services that help them satisfy their psychological needs, as opposed to basic, utilitarian needs.
For teens and others getting their first tastes of the Internet the implications of making rude remarks about others or posting questionable comments and pictures of themselves might not be clear. Yet the electronic world is critically important to kids and comments online can have lasting effects. And a new study suggests cyberbulling may also be prevalent in some workplaces. What are you doing to keep your community safe?
Food growers can have kids “eating out of their hands” and it does not have to be rocket science, new survey says
A new study says that organic fruits and vegetables might not actually be better for you. What can consumers take from Stanford University’s School of Medicine? And what should growers and producers of organic food be doing to make their case?
“What goes around, comes around,” is a true expression when it comes to the variety of benefits from giving back and helping others. People who volunteer consistently report higher levels of happiness, but did you know that giving back and helping others can also affect your health?
There seems to be an abundance of news coming out about chemicals and contaminations in our food supply from the pink slime in ground beef to “feces”:http://www.nytimes.com/2012/04/12/health/in-small-sample-e-coli-found-in-48-of-chicken-in-stores.html on chicken! These reports are shocking and disturbing. Some say ignorance is bliss, but this is way too serious for me to just live in blissful ignorance. I have always tried to be healthy and mindful of what I consume, but it seems I wasn’t being careful enough. I’ll admit it; I got lazy with some of my food decisions. Some of these reports may not be news to some people, but it’s a great reminder to be conscious of what you eat.
Did you know:
- Each year over 4,000 children—or 11 a day—are diagnosed with a pediatric brain tumor in the U.S.
- Over 70 percent of children diagnosed with a brain tumor are younger than 15.
- Brain tumors are the deadliest form of childhood cancer. Some can have survival rates of less than 20 percent.