Solidary marketing: connecting with people from values

22 June 2022 | Marketing

The changes experienced during 2020 were a watershed that broke with what was considered immovable and the way to understand marketing was no exception.

This industry is at a decisive moment in human communication; in it the messages that reach society are decided. According to Neuromedia, people are impacted every 10 seconds by advertising messages, that is, 6 thousand a day.

The social conscience touched the most sensitive fibers of the people as a consequence of the pandemic and nothing will ever be the same, nor will consumption. So why should companies communicate and act as they have always done? Therefore, the end of the year is the perfect time to reflect on the values that companies transmit, how they communicate them and, above all, what ideas and values are behind marketing campaigns. We tell you about solidarity marketing, the trend that has become a pillar of this industry.

Solidary marketing, a strategy on behalf of society

One of the most significant changes in the aftermath of the pandemic was consumption behavior. People make informed purchases in which they prioritize, compare, investigate companies and opt for the purchase method that best suits their lifestyle. Omnichannel is the key to communication, because during the customer journey they go from one screen to another, from one platform to another and from online to offline or vice versa.

But what makes a person prefer a company over competition? According to SAP, in its Customer Experience Study, the second priority in purchasing decisions is brand values, only after price. In other words, people are willing to connect only with those brands that share the same values and, of course, that put them into practice.

Solidary marketing is a social positioning strategy similar to SEO in the sense that it seeks to place the brand in the first places and achieve recognition of it, but not within the internet, but within society through campaigns that promote values, or through donations to social causes or alliances with charitable associations.

This strategy is closely linked to Corporate Social Responsibility (CSR) and the aim is to connect companies with social causes that are related to their field to create links that benefit society. For example, Coca-Cola’s ongoing campaigns for diversity, family and inclusion not only benefit society by spreading messages that encourage values, but also reinforce the brand’s image through its social responsibility and make it a benchmark for the issue.

We recognize our role in society and make it count

At Kaleidoscopio, we are aware of the responsibility that we marketers have within society. We know the impact of words, the power of images and the influence of the mass media, so we are guided by values such as respect, empathy, honesty, diversity, gender equality and inclusion.

Between 2019 and 2022 there is much more than three years, there is a paradigm shift and we know that changes will continue to happen, but as a marketing team we work hand in hand with change. We know that there is a lot of good in doing things differently because new doors open, ideas expand and learning never ends.

We are filled with enthusiasm by closing this 2021 and we await with illusion to arrive to 2022 with valuable projects, in which we make alliances with companies that share our values, but, above all, it moves us to continue as a united team that works in what we are most passionate about, preserving and reinforcing personal ideals, values and goals.

We thank the Kaleidoscopio community for joining us this year and for reading us from the other side of the screen. From here, we wish you a merry Christmas and a 2022 alongside your loved ones, full of learning and opportunities.

Hugs from Kaleidoscopio family!