MERCADEO Versión en español
ANA: When It Comes To Millennials, Empathy Sells
Manuela Walfenzao| 27 de febrero de 2017
91% de los millennials está dispuesto a cambiarse de marca si alguna está asociada a una causa
The ANA (Association of National Advertisers) posted an article in its website entitled Reaching Consumers by Showing Empathy that shows -with examples- that for brands trying to connect with millennials the lesson is clear: empathy sells. “By displaying genuine concern for deserving groups and causes and acting on it, companies can connect in meaningful and lasting ways with consumers. And that’s especially true for Millennials, who, as a group, tend to place a lot of value on social responsibility” wrote Anne Field. It refers to the case of TOMS, Los Angeles based company founded in 2006 that pioneered the “one-for-one model” in which, for every product customers buy, the business donates a similar item to a charitable organization. “TOMS became almost a synonymous of the concept of an authentically empathetic brand.” However, for ANA, pulling off an empathy play is tricky. “Brands risk alienating the consumers they’re trying to win if they come off as being Machiavellian or phony.” So, in order to do it right, the association gives a list of the Dos and Don’ts of Empathy. First, brands must be smart about their partners, making sure they are aligned with any charity they choose to work. Second “do your due diligence”, meaning that brands don’t want to wind up allying with a dubious charity. Third, brands must capture stories of success and use social media to extend them. Forth, “don’t fake it” brands should not try to be something they aren’t. And finally, plan for agility, brands must prepare for when relevant moments in the culture are likely to happen, when they can jump in and be very relevant to consumers. “Know which moment is right, and be ready to act with kindness” the article concludes.
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