The Art of Sacrifice
The hardest word to say in business, especially sales, is ‘NO’.
In a world of ‘we can do it’, who’s asking the critical questions of whether we ‘should’? Or if the increased sales and delivery distracts our resources away from our core purpose? Truth is, brands can’t be all things to all people – and those that try to be basically stand for nothing.
Additionally, consumers are increasingly looking to brands to make the world a better place – and are putting more responsibility on businesses to act on collective social values.
And who’s to blame them? Given decades of unethical practices, profit-at-all-cost operations, questionable marketing strategies and corporate ‘spin’, many brands have worked extremely hard to create many of the behaviors and lifestyle choices that well-meaning consumers are now finding so hard to change. And our latest cause-driven marketing strategies to repair our corporate reputations? Most are seen as marketing ploys that continue to fuel endless consumer skepticism.
The only meaningful path left for brands is to stop talking and act.
One powerful form of companies ‘putting their money where their mouth is’ – is for brands to make visible, meaningful and constructive SACRIFICES: of products, processes, attention and opportunities.
And because marketing today is about creating tribes (less about features and benefits and more about how you identify or engage with a brand) consumers are looking to their ‘brands’ to allow continued indulgence without guilt over negative impacts on SELF, SOCIETY or the PLANET. We’re socially wired this way – who we align with says something about who we are ourselves. Brands that stand for something provide their customers with more aspirational value than brands that don’t. That simple.
Sacrificing for Self, Society and the Planet
See how these brands and businesses are SACRIFICING to reduce negative impacts on consumer well-being, our environment and society at large.