Higher Impact, the importance of values-driven marketing (en-us)
Explore new research from Amazon Ads on the importance of values-driven marketing.
Higher Impact
The best connections are built on shared values. Explore new research from Amazon Ads about the importance of values-driven marketing.
Intro
The pandemic has brought on shifts in behaviors and beliefs, with consumers putting more focus on seeking meaningful experiences and aligning with brands that authentically support shared social values.
In this report you’ll learn:
Chapter 1.
Meeting the moment
Why recent shifts in consumer behavior determine how, when, and where brands find their audiences.
Chapter 2.
Prioritizing community and impact
How values-driven brands are helping to fulfill consumers’ high expectations.
Chapter 3.
Leading with authenticity
The need for transparency to build trust and loyalty.
Appendix
About the research
To help brands better understand the values that matter most to consumers and their impact on brand preference, Amazon Ads commissioned a survey of 2,840 consumers across the United States, United Kingdom, France, Germany, Italy, Spain, Canada, and Mexico from Environics Research—who has been studying the prevalence of consumers’ social values since 1983.
The survey focused on strongly-held consumer beliefs—the ones with the most impact on their behaviors and brand choices. The findings demonstrate that putting the power of your brand values and convictions front and center can generate impact.
Meeting the moment
2020 was a year of undeniable change. It transformed our vision of our world and ourselves. People spent more time in front of their digital devices, giving them global access to goods and services, yet this excess exposure simultaneously created a desire for more real-life, human connection.
We’re in an era where we can reach anyone and get anything at our fingertips - and it’s amazing
Empowered by access to the world of goods and information, today’s consumers are unhindered by distance or time zones. Meanwhile, they are looking to simplify. With 80% of consumers stating they are re-evaluating their needs in order to shop more effectively.
6 in 10 agree that “we’re in an era where we can reach anyone and get anything at our fingertips, on-demand – and it’s amazing.” In Spain, for one, this sentiment is shared by nearly 80% of consumers. (61% United States / 60% Europe - 79% Spain)
Not surprisingly, consumers have a desire for more human connection after periods of social distancing from friends, family, and co-workers. Right now, we’re seeing consumers grapple with what the right amount of technology is and how to balance the benefits with the risk of losing that in-person, human connection they desire.
50% of consumers feel that digital connectedness is taking us away from the things and people that really matter in life. (48% United States / 45% Europe)
80% of consumers agree that they yearn for real-life experiences, slowness, and authentic human connections, rather than the more digitally based lifestyles that new technologies are creating. (80% United States / 82% Europe)
75% of consumers in the U.S. and Europe have recently modified their way of life to concentrate more on things that are of value.
An overwhelming majority of consumers (95% United States / 92% Europe) want to decide when and where they interact with a brand.
Being in the right place at the right time with the right message
There’s now a shift in the balance of how to reach consumers. Brands need to leverage technology to be where consumers are in the moments they’re most receptive to messaging, and that messaging should sync with consumers’ wants, needs, and beliefs.
Putting customers in control with engaging experiences
Kellogg and Amazon Ads: Fighting hunger by Streaming It Forward
Due to the ongoing pandemic, Feeding America projected that more than 42 million people in the U.S. may experience food insecurity in 2021.
To inspire customers and rally employees, Kellogg teamed up with Amazon Ads during World Food Day to give customers an easier way to donate to food banks, by simply watching their favorite cooking shows and classes on Food Network Kitchen.
Learn more
Amazon donated one dollar for every hour of cooking content streamed in the Food Network Kitchen app on Amazon devices, up to 50K hours. In addition to the Stream It Forward efforts, Kellogg helped to provide 10 meals for every participating Kellogg’s item purchased during the campaign period. Thanks to the collaborative effort, the campaign helped to provide one million meals* for Feeding America member food banks.
*$1 helps provide at least 10 meals secured by Feeding America through on behalf of food banks. Both Kellogg and Amazon were able to donate $50,000 to Feeding America as a result of the campaign.
Over the last decade, brands have realized they have to be authentic to specific and unique audiences, not just authentic to big groups.
Kirk McDonald
CEO , GroupM NA
With consumers’ increased desire for human-centric experiences and connection, it’s time for brands to connect with audiences on their terms, through experiences that speak to them in the digital spaces they inhabit.
Prioritizing community and impact
Brands have an opportunity to build greater trust with consumers when they are clear about what they stand for and who they stand with. Now, more than ever, consumers have high expectations for companies to speak out on social issues and do their part to better the world.
2. PRIORITIZING COMMUNITY & IMPACT
Impact on purchase intent
Consumers are more likely to buy from a brand that is willing to take a stand on social issues.
2. PRIORITIZING COMMUNITY & IMPACT
Concerns about society’s future
Today, climate change, social and societal contributions, and responsible business practices top the list of consumer concerns.
|
|
US |
UK |
FR |
DE |
IT |
ES |
CA |
MX |
|
More brands should do their part in helping the world, especially during difficult times like these
|
83% |
87% |
87%
|
89% |
88% |
91% |
88% |
95% |
|
I actively seek out brands that are sustainable in their business practices
|
60% |
59% |
75% |
73% |
72% |
77% |
67% |
89% |
|
I am prepared to pay more for a brand if it stands for a social issue that I consider important
|
55% |
59% |
65% |
62% |
72% |
74% |
55% |
76% |
The need for representation
Digital media has made it easier for people to connect, inspiring a new sense of identity and making it easier for them to be seen, heard, and understood on an individual level. This has translated into a yearning for more diversity and representation in advertising.
yearn for more diversity and representation
in advertising
2. PRIORITIZING COMMUNITY & IMPACT
The rise of global citizens
As consumers are increasingly exposed to a diversity of cultures and experiences, their world view becomes more and more expansive. Consumers’ desire for more representation in advertising reflects this new sense of self and feeling of being part of a larger global whole.
feel they’re more of a global citizen than one of
their own country
2. PRIORITIZING COMMUNITY & IMPACT
The first thing we need to do is mentally move from thinking about only multicultural marketing, engaging specific multicultural audiences, to recognizing that all of our ads need to be representative of the diversity in our multicultural world.
Helen Lin
Chief Digital Officer, Publicis Groupe
2. PRIORITIZING COMMUNITY & IMPACT
The impact brands can have on social issues
Indeed and Amazon Ads: Creating new jobs by representing new filmmakers
Indeed, the world’s #1 job site, is committed to its mission to help ALL people find jobs. Recently, the brand launched Rising Voices to specifically create sustainable opportunities for Black, Indigenous, and People of Color (BIPOC) filmmakers. Indeed collaborated with Emmy® Award-winning writer, creator, and actor Lena Waithe to invest $1M in BIPOC filmmakers to create 10 short films about the meaning of work.
To raise awareness of the initiative, Indeed worked with Amazon Ads, launching a Custom Landing Page on Fire TV inviting audiences to watch the films and give back. Additionally, for every hour streamed on Fire TV*, Amazon committed to donate $1 to Goodwill Industries International, up to $200,000.
Learn more
3X fundraising goal exceeded, ensuring Goodwill received the full donation
626 jobs created through the 10 filmmaker finalists
*Applied in U.S. only, for Rising Voices films and select titles on Prime Video
Leading with authenticity
Consumers today are more brand-savvy than ever and do their research before purchasing. That means brands must be transparent and honest, and provide a genuine, credible experience in order to earn their trust and be authentic.
3. LEADING WITH AUTHENTICITY
Authenticity and purchase intent
72% of consumers are willing to pay more for brands that come from a place of authenticity (72% United States / 78% Europe).
3. LEADING WITH AUTHENTICITY
Driving advertising appeal
What makes consumers confident in the advertising they see?
How and where consumers find brand information is varied, anywhere from Internet, television, audio, or word of mouth. For U.S. consumers, online reviews and a company’s reputation seal their trust in a brand, more so than in Europe.
3. LEADING WITH AUTHENTICITY
9/10 of consumers in the U.S., Europe, Canada, and Mexico feel that when a brand solves their problems, they’re more likely to repurchase.
An exceptional customer experience, product quality, good value, a long history, as well as a commitment to social issues—all these elements add up to building long-term loyalty and repurchase. What’s most universal is addressing customers’ specific needs: nine in ten consumers in the U.S., Europe, Canada, and Mexico feel that when a brand solves their problems, they’re more likely to repurchase.
And then there’s the undeniable power of the emotional connection consumers have with a brand: eight in ten consumers love it when a brand can make them feel inspired (81% United States / 82% Europe).
Brands must be genuine with consumers: forthright and transparent, demonstrating where and how they’re committed, anticipating and answering their needs. This is how they can lead with authenticity to build strong relationships that last.
3. LEADING WITH AUTHENTICITY
Connecting on a deeper level through values
L’Oréal Mexico and Amazon Ads: authentic connections with consumers
Pablo Sanchez Liste, the Chief Marketing Officer for L’Oréal Mexico, is keenly aware that his customers are expecting more from today’s brands. "Mexican consumers want committed brands, brands with a purpose, brands who help them to have a better life and create a better world,” says Sanchez Liste.
During the pandemic, studies show that acne has increased among young people and that they lacked information in this regard. With this insight, and knowing Mexico’s population has an average age of 29, and there are 70 million people who are gamers, L’Oréal Mexico worked with Twitch to create an event called “Skin Week.” The event featured a series of livestream conversations between a leading dermatologist and local Mexican Twitch creators. By meeting customers where they are, the brand was able to make an authentic connection.
Learn more
1.1MM users reached by Twitch campaign
+35% increase in organic search traffic*
Sources: Amazon Internal Data, 2020, *Compared to pre-promotional period
Summary
We live in an increasingly dynamic world, where consumers are empowered with more information than ever before. Consumers now have higher expectations for what a brand stands for and where and how a brand reaches them.
Meeting consumers on their terms
Today, consumers are calling the shots, deciding when, where, and who they interact with online. That’s why brands must engage consumers with relevant experiences without disrupting them.
“One challenge for brands today is that customers are expecting a lot more from them. For example, ‘I want an ad experience that’s for me, but I don’t want it to be too much about me.’ It’s a matter of finding that delicate balance, and that is redefining the industry.”
Mike Law
President of dentsu's Amplifi US
Valuing social responsibility
Values have the power to build brand loyalty and connection, as consumers will more readily engage with those that align with their beliefs. For brands this means going beyond talking the talk to walking the walk, and demonstrating a commitment to social issues.
“Last year, we saw the benefits of brands coming out and authentically saying, ‘We stand with you.’ It’s not that we're going to be silently supporting. We’re going to be actively supporting, and we saw brands step up and do that effectively. So, it’s great to be a part of those bigger conversations, and to help amplify that for clients, and help them find the right partners.”
Kirk McDonald
CEO, GroupM North America
Recognizing a world of representation
As technology brings the world closer together, the desire for representation of all peoples increases. Consumers want to see themselves portrayed in ways that reflect the world they experience every day.
“There’s so much more we can do to make sure our advertising and marketing is inclusive. The US census data projects that by 2044, multicultural populations will be the majority, and if you look at people under 20, that multicultural shift has already happened.“
Helen Lin
Chief Digital Officer, Publicis Groupe
Connecting with authenticity
Now more than ever, brands need to be nimble and proactive, with the foresight and insight, empathy and humanity to engage authentically with customers. In doing so, brands can build lasting loyalty and trust.
“The agility in advertising is number one: being able to understand an audience and the signals that audience gives off, and then being able to pivot your campaign plan to make sure you’re at the most optimum space in that consumer’s journey to be able to give them the information they require, or help them make a purchase.”
Amanda Morrissey
Global President, iProspect
2. PRIORITIZING COMMUNITY & IMPACT
3. LEADING WITH AUTHENTICITY
