We are facing an evolution of Values Marketing that, together with digitization, is revolutionizing the way in which consumers relate to brands, and what they really expect from them. "Making a good product or offering a good service usa phone list no longer enough for them to choose you. Consumers want to know from brands what they believe in, what their contribution to the consumer, their employees, society and the environment is. Therefore, brands have to address people, usa phone list only as consumers, but on a human level, connect with their values and concerns in a genuine way, different from what has been done until now", says Louise Morrisey , IPSOS Consumer Behavior expert. Paradigm shift To understand this paradigm shift, it is necessary to analyze the current environment. There are 4 realities that explain the catalyzing of the Inside Out Brands.
On the one hand, an empowered consumer, who is no longer served by just knowing the values and principles of the brands, but who is required that everything they do is aligned with them, both from the inside of the organization, and from face the public. Brands are glass boxes and consumers want to see what's inside with full transparency. This usa phone list is also part of a hyper-saturated market, where there are many usa phone list to choose from, even more so with the evolution of E-Commerce, which makes products and brands accessible from anywhere in the world usa phone list just one click. Many of the new e-commerce brands are born as Inside Out Brands and clearly speak of their values and contributions to society. To this we must add the rise of Fake News, which has contributed to the consumer feeling more and more deceived and distrustful, hence the level of demand and transparency that is demanded of brands is increasing; and the phenomenon of social networks, with an enormous power of viralization and the ability to give visibility to any injustice or deception, turn them into a channel that undresses brands, they are totally exposed as never before.
"We find ourselves more than ever before a consumer who not only wants, but also demands maximum transparency, honesty and ethics from brands, and that it materializes in concrete and real actions. Brands now have glass walls and the consumer has power. , and wants to know what their values and principles are. Any usa phone list , wrongdoing or illegality goes viral with usa phone list single click. It's not about goodness, it's about survival," says Louise Morrisey. What is an Inside Out brand and the profitability of being one "One-off actions are no longer valid, it is a brand philosophy. They must show themselves as they are, and it is something that must be transversal to the company, with all the stakeholders aligned. And above all, they must be genuine, because staying halfway through it can be very dangerous," says Morrisey.