There is overwhelming evidence that the key to getting consumers’ attention today is to change the world and let them know about it.
The Lempert Report says, “More and more, individuals are seeing themselves as playing a critical role in driving positive change, consumers truly believe they can change the world, every day, with the power of their spending and purchasing choices.”
The Report quoted Heath Shackleford, Founder of Good.Must.Grow., who said, “I think what you’re seeing is that many people feel they are tapped out in terms of what they can donate to charity, but they buy goods and services all day every day. We’re seeing more and more consumers getting excited about their ability to make every purchase count and to use their pocketbooks as a force for good. It’s a window in to the mindset of today’s philanthropic consumer.” (emphasis added)
John Gerzema with Brand Asset Valuator says “Consumers today respond to companies that care about them and the larger world.”
Brand Asset Valuator’s surveys of consumers in 18 countries found:
- Almost two-thirds (63 percent) make it a point to buy from “companies whose values are similar to their own.”
- More than two-thirds (69 percent) feel “they and their friends can change corporate behavior by supporting companies who do the right thing.”
These socially-conscious consumers now represent the majority of American consumers, Gerzema said.
Two important implications for rural small business:
- You must know how you change the world for the better.
- You must communicate that to customers every day.
How are you changing the world? That can seem like a daunting prospect, but you’re closer than you may think. See if some of these apply to your business:
- You sustain local culture and tradition.
- You connect people with what’s special your place.
- You bring your traditional skills into the modern world and pass them on to the future.
- You support local causes through donations and volunteering.
- You support other local businesses by buying from them or using their services.
- You employ people with good jobs.
- You pay taxes, supporting critical local government services.
Have you thought of others? I’d love to hear how your business changes the world in the comments, or if you’re reading this by email, just hit reply and tell me.
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