2.05 – Appealing To Consumer Emotions
Happiness isn’t just a universal pursuit; it’s a powerful tool for brands that grasp its significance.
The Five Fundamentals of Happiness
Jonathan Haidt, in his book The Happiness Hypothesis, outlines five core elements of human happiness:
- Feeling connected to others
- Making a difference
- Associating with and experiencing “good”
- Reciprocity
- Fairness and justice
These elements resonate deeply with everyone, transcending culture, ethnicity, and nationality. Research indicates that when consumers believe a brand helps them achieve these happiness goals, they are more likely to choose that brand over others.
Universal Pursuit of Happiness
Regardless of our backgrounds, we all seek happiness and purpose in life. This innate desire drives us to find ways to make a positive impact on the world and those around us. For businesses, this means that doing good is not just a nice-to-have but a necessity for long-term success.
The Role of Purpose in Consumerism
Aligning with a purpose is essential for brands to connect with consumers’ aspirations and values. Purpose is defined as a determination to achieve something of importance. Identifying a purpose that resonates with core customers should be a primary goal of market research. Simple questions like “What moves you most?” can yield valuable insights into gaining trust, engagement, and sales.
Corporate Social Responsibility (CSR)
Brands need to integrate CSR into their core strategies, customer experiences, and marketing programs. Toby Usnik, a philanthropic advisor and CSR expert, emphasizes that CSR is more than just writing a check. It’s about engaging with causes, promoting their benefits, and dedicating resources and talent to further these causes.
Building Emotional Bonds
Defining and acting on a brand’s purpose and CSR efforts creates strong emotional and psychological bonds with both internal and external customers. Engaging others in your cause can build passion and loyalty, enhancing both your brand identity and profitability.
Case Study: TOMS
TOMS, a shoe company, exemplifies successful philanthropic marketing. By adopting a purpose-driven approach, TOMS grew its sales revenue from $9 million to $21 million in three years. For every pair of shoes purchased, TOMS donated a pair to a child in need, appealing to consumers who valued helping others through their purchases.
The Importance of Sincerity
The effectiveness of CSR and purpose-driven strategies hinges on sincerity. Brands must genuinely care about supporting worthwhile causes and involve customers sincerely in charitable giving. Sincerity is demonstrated not just through donations but also through how brands use their marketing channels, budget, and resources to support causes and encourage others to join their efforts.
Conclusion
Incorporating a genuine purpose into your marketing strategies and CSR programs can significantly enhance consumer loyalty and brand identity. By understanding and appealing to the emotional drivers of happiness, brands can create lasting connections with their customers, ultimately driving revenue and loyalty.
