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How to create a consistent brand strategy using social and content

Fourth Source 09 Mar 2020 09:00

Brand consistency has always been important, but in the always-on era of social, it’s become essential. Across the board, consumers are thinking more about what they buy and who they’re buying from, and increasingly they are looking to spend their money in a way that is consistent with their values and beliefs. In fact in 2017, the Ethical Consumer Markets report found that young people in particular are turning towards more sustainable businesses and nearly half (49 percent) of all consumers under 24 had deliberately avoided a product or service because of its environmental impact. In the three years since, this number has only gone up.

But it isn’t just about sustainability. Consumers don’t want to feel as if products are being sold or even just targeted at them under false pretences. If a brand says one thing but does another, it’s going to be treated just like an individual that says one thing and does another. And with more scrutiny on brands and their leaders than ever before, brands can’t get away with anything that looks like hypocrisy—and that’s a good thing.

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