13 Nov Commitment, a new differential factor of the brand

Whiplash Team, 12^th November 2020

Commitment, a new differential factor of the brand

Becoming a transcendental brand implies not only that organizations assume their ethical social leadership, but also that they get involved with the transformation of the economic model in a coherent and consistent way. Those brands that invest in the sustainability of their production processes and opt for the transition towards a bioeconomy, are gaining more acceptance among consumers.

Amid the pandemic that has marked 2020, issues such as climate change and the construction of a sustainable system that guarantees present needs without compromising those of future generations seem to have been relegated to a lower level. However, consumers remain vigilant. Sustainability and climate change are still relevant issues for them, and they are willing to reward those brands committed to sustainability and a change in the economic model.

Antoni Trasobares, general director of the Centre for Forest Science and Technology of Catalonia, explained in the series Positive change for the day after that “The bioeconomy is the use of renewable biological resources to produce goods and services in general. Nowadays, this, with technology and innovation, can be done perfectly, since it has an important research and innovation component, which seeks competitiveness and efficiency”.

Specifically, the transition towards a bioeconomy in fact might mean the transformation of production processes to reduce CO₂ emissions, or the use of recycled materials in the manufacture of containers and packaging, for example. For consumers, actions like these makes brands leap forward from being relevant to transcendental.

The commitment, provable through concrete actions, thus becomes the differential, striking and recognizable factor that makes the brand reach transcendence, which will be reflected in purchasing decisions. Various studies show that consumers have taken control of their relationship with brands and that they are not willing to buy an empty story, although they are willing to boycott or stop purchasing those products whose values ​​they do not share or whose actions are not consistent with their storytelling .

While it is true that price continues to be an important factor in the purchase decision, even more so in times of economic crisis, on a global scale more and more consumers declare that they would be willing to pay a little more for responsible brands with the society and the environment.

In Spain, a study carried out by the Organization of Consumers and Users (OCU), in collaboration with the NESI Forum of New Economy and Social Innovation, confirms that in our country there is a change in purchasing habits. Consumers are looking for local products to reduce the carbon footprint, recycling, sharing or selling what is no longer used. On the other hand, it states that 62% of Spaniards believe that their consumption is a very powerful tool to change the world and 57% feel identified with the messages of the new economies at the service of people and the planet, despite that most of them still do not know these initiatives well.

In this context of greater awareness of both the role of consumption in the economic model and the role of the individual / consumer as a change agent, organizations and brands find it necessary to assume a more proactive role in the transition to new models, lessening polluting production and becoming more responsible with society.