Back in the early days of the industrial revolution when marketing was beginning to take off, there were very few regulations on what could be said about a product. Snake oil salesmen and their quack medicines prospered and magazines didn’t think twice about featuring full page advertisements extolling the health benefits of heroin and cocaine.
Government regulations soon began. And while there’s still potential for abuse in the advertising medium today, those who do quickly find themselves in hot water.
Morality in marketing -aka "marketing for good"- is one of the highest consumer demands of the modern age. Dollars are more than a number in today’s world; they’re a statement. People want to know their dollars are being put to good use and that it’s fulfilling the innate human need to make the world a better place.
We’ve seen major corporations promise to include a more diverse workforce. Long-standing brands have changed offensive mascots and slogans. Shopping to support causes has never been easier.
In recent years, the western world has been shifting from an economy of rational capitalism to conscious capitalism. It’s a world where a brand like Tom’s Shoes was able to rise to fame by donating a pair of shoes to a child in need for every pair they sold. And Thinx is able to align with the Chicago Period Project to combine resources to fulfill a brand promise to empower menstruating women in need to experience their period with dignity.
Though most companies may not be on the level of Tom’s Shoes, they’re already in the business of creating value for other people. There is, after all, still a healthy amount of capitalism in conscious capitalism. The difference is that modern consumers ask that the product they consume is created responsibly, ethically, and (preferably) with decency in mind.
What this means is that companies can get ahead of the game by creating marketing content that reflects their conscience.
The benefits of doing so are enormous.
Consumers feel more loyal to the products that engage their emotions, and with nearly two thirds of Americans wanting brands that reflect their values, the potential for business opportunity is much higher for consciously-focused brands. More value is being requested on top of the value already there, and consumers are willing to pay more for it.
Content that reflects a conscience is also one of the best ways to beat out competitors. Look at how Gen Z is responding to brands now. Where are they spending their dollars? They invest in those who are keenly aware of and passionate about the changes and challenges the brand is taking on. The brand is more than selling a product, it becomes part of the solution to issues or causes the founders believe in.
And if a company can use the feedback they get from marketing to refine product designs, realize unintentional errors, and ultimately offer something even better to consumers, then the sky’s the limit.
When choosing a marketing company, it's important to find one that can see the uniqueness in your product and the good it will contribute, as well as being able to communicate the value of your product to the right people.
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Twice Social is a marketing company that specializes in creating content with a conscience. We work with brands doing amazing things in the world and are so excited that we get to communicate their message to the world.
If you have a product to launch and need our expertise, please get in touch. We’d love to chat.
