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Brand Accountability: Tapping into the Conscious Consumer
The document discusses a shift in consumer attitudes towards self-expression and purpose, as emphasized by Josie Cartridge from River Island. DTL's support for young individuals facing bullying and mental health issues has positively impacted over 160 million people. The focus is on promoting social change, sustainability, and ethical practices in branding.
Brand Accountability: Tapping into the Conscious Consumer
- 1.
- 2. A shift fromprice to purpose
- 3. “In recent yearswe have witnessed a shift in the market and the attitudes of our consumers – they want to express themselves and not be defined by convention” Josie Cartridge Customer Director, River Island.
- 4. It is estimatedthat every 3 minutes at least one person will benefit from DTL’s support. Helping people between the ages of 12-25 to deal with issues related to bullying and mental health Campaigns have reached over 160 million people, generating real and measurable social change.
- 6. Labels are forClothes
- 7. Labels are forClothes
- 8. Labels are forClothes
- 9. Labels are forClothes
- 10. Labels are forClothes
- 11.
- 12. 4,500 pieces ofcontent from UGC true selves encouraging people to be their without fear of labelling
- 13. Continuing to Spread theMessage
- 14. A shift fromprice to purpose Recycling Sustainability Environmental Diversity Ethical StandardsSocial Awareness Charity Brand Accountability
- 15.
Editor's Notes
- #2 Good morning, I’m Cecily, intro Whalar Colleagues spoken about disruption & authenticity Purpose driven marketing allows you to form a deeper connection with consumers River Island last Autumn
- #3 Shift from price to purpose – across the board and in every industry Consumers are increasingly concerned with other factors other than product – it’s a LIFESTYLE Brands who recognise and communicate this are getting better cut through
- #4 Intro River Island - young target audience Reference QUOTE– a shift in their consumers attitude Diverse/have struggles - alleviate them Confidence & body issues increased by social media 30th bday – raise awareness around stereotyping and support the belief Labels are for Clothes Self-expression elevated not supressed
- #5 Ditch the Label – ages 12-25, every 3 minutes Founder Liam’s story Today helps hundreds of thousands around the world
- #6 Gender, cultural, racial labels are DOMINATING conversations everywhere Introduce campaign ‘Labels are for Clothes’ urging STOP stereotype people – leave labels to clothes, not ppl who wear them 12 ambassadors shot by Richard B subjected to outdated social stereotypes – celebrate the individual
- #7 Not just TELL in OOH campaign - actively SHOW them Invite customer to be part of the experience and get involved w/movement Speak customers language – deeper relationships Enlisted Whalar – digital community of creators - BRAND DNA Illustrate tshirts
- #12 780k Engagements How many markets
- #13 Liberated from societys labels Value of PEER TO PEER marketing is endless bc its scalable TODAY'S SHARING MENTALITY CALL TO ACTION – stimulate a far greater dialogue
- #14 Results lead to campaign being continued today
- #15 Inspired brands don’t TELL consumers, SHOW them tangibly Start conversations, offer meaningful experiences, invite customers to participate - No longer about pushing product Brand accountability etc. no longer trend but min. requirements What is it you want to tell your consumers you’re committed to? Purpose driven marketing Sparks emotional reactions and Builds community beyond those entering store This Drives ROI and Fosters brand affinity By using influencers to not just tell the story, but ignite a bigger conversation, you are harnessing the most powerful tool there is to make a connection.