Consumers show increased loyalty to brands that are actively engaged in doing good for the world.
7 min read
Opinions expressed by Entrepreneur contributors are their own.
As customer needs and habits change, brands have the added responsibility to be able to mirror their customer’s personality to stay relevant in their purchase journey. Empathy and kindness hence not only become a business necessity but also a brand reality. Modern brands need to vouch for being good enough for the world rather than the intimidation of asking are you good enough for me. Inspiration takes precedence over aspiration.
Millennials and especially Gen Z are the purest cynics. They don’t trust your advertisements, headlines and world-changing declarations. And that’s the thing about trying to convince atheists, only absolute sincerity stands a chance. Earlier this year to tackle racism in America, Yelp tweaked its product to add an