Brands are on untrodden ground when it comes to marketing in today’s landscape. It’s a new era of activism from consumers and purpose-driven marketing from brands. Gillette, Nike, Patagonia and a small handful of others have worn their hearts on their sleeves. They’ve put messages in the world that let people know where they stand, and the result has been some of the most talked-about brands in the world.
It’s no wonder why these brands are putting stakes in the ground. People are expecting more from brands. The majority of consumers say they show greater brand loyalty for businesses that reflect their beliefs. They want more than just products. They want to feel that the companies they support are creating what they think the world should be.