Like a new Borg acquisition, I will comply. By that, I mean that I’ve started to comply to the dictum of shopping with a conscience.
For many of you, you know my work on behalf of the Elf Foundation and other causes that have captured my heart over the years. Doing well by doing good is a motto I never get tired of. And I’ve been reading articles that find Millennials are attracted to, and also willing to pay more for, products from companies that support social causes and have positive corporate cultures. You see, it’s not enough just to have the best product or best price – our younger generations want to know if your brand stands for something. Are you green, do you treat your employees well, do you even care to get involved with making the world a better place? Listen, some of the most important social issues my younger colleagues share with me revolve around environmental practices, social health and humanitarian causes.
So I suggest you consider your messaging – from your website to social to your store – if there are ways to incorporate causes or beliefs that you believe in into your brand’s messaging, please add that to the conversation. For shoppers who hold a cause in high value, connecting with them on that level can help earn their loyalty and business.
