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Blackout tuesday and belief-based buying

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Blackout tuesday and belief-based buying

On March 2, 2020, social networks have been filled with black squares by Blackout Tuesday, initiated by two executives from the music industry, Jamila Thomas and Brianna Agyeman [1] . It quickly spread through the networks to various industries – a call to dedicate a day to conversation and reflection on the actions needed to support the black community. His hashtag, #blackouttuesday became a trending topic on Twitter and has been reproduced 28.8 thousand times on Instagram.

blackout tuesday

New Trend: Belief-Based Buying
Sprout Social image 1

Belief-based Switzerland Business Phone List is the new way of consuming, with 64% [2] of consumers choosing or boycotting a brand for its values ​​and its positioning on social issues. It is a trend that is observed in different age groups, countries and that is growing more and more. Values-based communication has the same effect on purchase intention as product-focused communication (43% vs. 44%). Additionally, values-based communication drives brand promotion (32%) more than product-focused communication.

Switzerland Business Phone List

The tendency to politicize a brand comes from the fact that politics is an extension of beliefs and values. Being a brand based on values ​​does not mean that it is a controversial brand. When it comes time to position yourself, authenticity is the key to success. Consumers see brands as a source of change – 54% [2] believe that it is easier to drive social change through a brand than through government.

Considering this fact, it is understood that in 2017-2018, the purchase based on beliefs has grown by 14% [2] . It is a trend that continues to expand with the accessibility of the networks, through conversations about the values ​​and beliefs of the brand.

Success story: Nike
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In 2018 Nike became politicized by aligning itself with the Black Lives Matter movement , Betting Email List in its choice of Colin Kaepernick as the protagonist of its new campaign. Kaepernick, an NFL quarterback who knelt during the national anthem in protest against police brutality – a controversial protest that ended up cutting off his NFL career.

Nike saw a 31% increase in sales this weekend [3] . In the following weeks, the brand increased in value by 6 million and the Kaepernick ad ended up winning a Creative Emmy. Additionally, Kaepernick’s jersey continued to be one of the NFL’s best sellers, two years after Kaepernick’s last game [4] .

The Nike campaign has had its criticisms – the most intense even burning Nike garments in protest of its positioning. But Nike has fully stuck to its position, and the social-emotional and financial brand benefits are evident.

Mistakes and handling a crisis: L’Oreal
L’Oréal has gotten into controversy with its post #blackoutuesday: “Speaking out is worth it”, a play on the brand’s motto “because you’re worth it”.

L’Oreal’s #blackouttuesday post has been interpreted as an opportunistic performance and not as an authentic belief of the brand; a way to take advantage of a social movement [5] .

In 2017 L’Oréal fired a model [6] , Munroe Bergdorf, to protest systematic racism on her personal Facebook. A tweet from l’Oreal explained that Bergdorf and L’Oreal did not share the same values.

L’Oreal Tweet

L’Oreal’s post from #blackouttuesday, supporting the same movement for which Bergdorf was fired has outraged the model, who has shared her frustrations against L’Oréal on her social media [7] . On top of not having received an apology for his dismissal, L’Oréal has ignored the thousands of comments criticizing the hypocrisy of his post #blackouttuesday. Bergdorf specifically criticizes the lack of response from the brand.

4 strategic keys to aligning with a social movement
In 2020 there is an expectation on the part of consumers that brands participate in social movements. Giving support is not a matter of putting a post on networks, but of positioning yourself in an authentic and relevant way.

Relevance
No need to position yourself in all political conversations – brands are more credible when a social problem directly affects their consumers (47%) and employees (40%) [8] .

Authenticity and consistency
Support is most effective when the brand’s actions match your words. Stakeholders must be aligned in the networking strategy for a clear and coherent message.

Do what individuals cannot
Consumers believe that the best brand strategies to support a social movement are to take actions that the individual cannot: Announce a donation (39%), motivate their followers to take action (37%), announce the official position of the brand (35%), lobby for legislative support (25%), and show examples of brand support (23%) [8] .

Prepare for all types of reactions
Social networks are platforms for conversation. As we’ve seen with the l’Oréal example, it’s important to be open to dialogue rather than ignoring criticism from your audience. Brands have to have a plan to respond to controversy and criticism.

Rather than seize that opportunity to admit past mistakes, make amends, and lead by example, L’Oreal has cemented its reputation as a movement opportunist and made clear the inauthenticity of its support and disinterest in individuals. they have ‘Speak out’.

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