The significance of social responsibility for brands is increasingly becoming a key factor in attracting UK consumers, as highlighted in a recent study. In comparison to their counterparts in the US and Australia, UK consumers are showing a stronger preference for brands that demonstrate a commitment to making a positive impact in society. This trend is particularly important for the fashion industry, where brands are increasingly aligning themselves with charitable causes that promote empowerment, sustainability, diversity, and inclusivity.
The study, conducted by InMoment, a cloud-based experience specialist, revealed that 42% of UK consumers consider a brand’s support of environmental, social, and political causes as a crucial factor in their purchasing decisions. This percentage far exceeds that of US consumers (36%) and Australian consumers (18%). However, it is not enough for brands to merely voice support for these causes; they must also focus on providing exceptional customer service to build positive customer relationships.
According to the report, consumers believe that brands can improve their overall experience by prioritizing better service through their employees. This underlines the importance of combining social responsibility initiatives with a strong focus on customer service to create a lasting impact on consumers.
Furthermore, the study highlights the importance of brands engaging directly with consumers to gain valuable insights and create meaningful experiences. While analyzing digital data and social media posts is valuable, direct conversations with consumers are crucial in understanding their needs and preferences. By actively involving consumers in the decision-making process, brands can enhance their understanding of their target audience and tailor their strategies accordingly.
Additionally, the report emphasizes the need for brands to focus on engaging with non-buyers and converting them into loyal customers. Many online shoppers browse websites but do not make a purchase, indicating a potential opportunity for brands to create compelling experiences that capture their interest and drive conversions. By implementing long-term engagement strategies, brands can foster lasting relationships with consumers and differentiate themselves in a competitive market.
Overall, brands that prioritize social responsibility, exceptional customer service, direct consumer engagement, and strategies to convert non-buyers into customers are well-positioned to succeed in a market where consumer preferences are increasingly shaped by ethical considerations.
For more information on the importance of social responsibility in branding, check out this Forbes article. Additionally, to learn more about consumer insights and engagement strategies, visit this detailed guide.
