Make an emotional connection with your customers

In today’s business world you can have the best products and services, but if your brand ethos is not built on a foundation of a caring company, one that does business but also does good, then your business may not be sustainable. Many research studies have found that today’s consumers are much more likely to make conscious purchasing decisions based on their connection to brands that are caring and committed to good causes. This is certainly the case for the increasingly influential millennial and Gen Z consumers, who take a very different approach to their purchasing decisions. You only have to look at the huge success of purpose-driven brands such as Toms, Warby Parker and Patagonia to see that their back-stories resonate with and influence these consumers directly. Social responsibility makes an emotional connection with customers and today it’s not a nice to have, but a must-have in business.