Every time we consume, we vote.
There was a time when price, quality, accessibility… were the only drivers for choosing a brand. Nowadays, the values of companies are also becoming decision criteria. In a way, we “reward and punish” brands according to their behaviour. This is an even more pressing trend among young people. This is no longer about nice words in the ‘About us’ section of the website but, increasingly, we are demanding that brands make the values they proclaim a reality by taking sides on important issues. It’s not about being braver, or more activist, but about being in the world and addressing users’ concerns.
Because, as we often say, brands are like people and people don’t just believe in something, they also feel, take a stand, and act accordingly. Or at least they should.