Brands must listen before they speak
In order for brands to connect with consumers, they need to understand how to speak the same language as their target audience. Reaching that understanding, however, starts with listening. And if brands fail to …
Brands must listen before they speak
In order for brands to connect with consumers, they need to understand how to speak the same language as their target audience. Reaching that understanding, however, starts with listening. And if brands fail to listen, consumers will sense they’re not operating on the same wavelength as them and won’t hesitate to bid companies adieu.
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Company Aerie
Sometimes brands move in the opposite direction and take a gamble by highlighting issues that aren’t trending in their respective industries. For teen retailer Aerie, such a bold move has paid dividends.
While most lingerie retailers focused on using models and a single body type for advertisements, Aerie paid close attention to what actual customers wanted, attaching itself to the conversation women were having online regarding body acceptance and female empowerment. The underwear brand encouraged people to celebrate body positivity and diversity by uploading selfies of themselves online with #AerieREAL. It even gave some women the chance to be cast in Aerie’s latest campaign.
The result? Aerie’s decision to promote authenticity and user-generated content has seen the retailer become a real threat to established market leaders, and the company now approaches a $1 billion valuation.
Bridging the gap: Brands as community builders
It’s no secret brands are already tackling a variety of social and political issues online, taking a stand when it comes to sensitive topics. For brands, the challenge isn’t whether or not to engage in thorny conversations. Instead, they need to identify opportunities to lead those discussions in a way that unites, not divides, consumers.
To bring people together around social and political issues, more than two thirds (67%) of consumers believe brands should raise awareness around those issues on their social platforms. Fifty-six percent of consumers would like brands to highlight awareness days or months on social, similar to how Barbie’s #MoreRoleModels campaign showcased female role models for International Women’s Day. A little under half of consumers (49%) say brands should use social to raise donations and 47% want brands to start conversations with their followers to rally people around touchy subjects.
Which topics brands choose to highlight also matters to consumers. Over three quarters of consumers (76%) say brands talking about natural disasters or crises could unite people on social, while 74% point to education as an appropriate topic for conversation. Other social issues consumers see as opportunities to unite an audience include environmental issues, human rights and poverty.
Some brands will choose to tackle issues that have the potential to be divisive because they know it will pay off and can deepen connections with consumers who share similar beliefs. Nike, for example, made NFL quarterback Colin Kaepernick the face of an ad that ran during the NFL’s regular-season opener, a move that ultimately paid off; spotlighting Kaepernick resulted in the company’s stock closing at an all-time high. Similarly, the shoe company TOMS launched a social campaign closely aligned with the brand’s beliefs in philanthropy and addressing issues that matter. Since advocating for gun reform on its website and social channels, TOMS estimates consumers sent over 750,000 postcards to state representatives in the last year.
adidas
As part of its commitment to removing barriers in sports, adidas launched the She Breaks Barriers initiative. This global movement builds on a previous campaign called #CreatorsUnite and aims to inspire and support the upcoming generation of female athletes with the tagline, “When creators unite, she breaks barriers.”
The sportswear manufacturer has invited fans, organizations and athletes to use the campaign hashtag on social and to share their personal stories, opinions and solutions on how to remove gender barriers in sports. Participants also have the option to submit ideas directly on the adidas website. By fostering conversation, and also partnering with influencers and advocates working towards women’s equality in sports, adidas hopes to raise awareness—and generate solutions—around the obstacles women face in athletics.
