Conscious Branding supports the positive growth and transformation of an organisation that has embarked on or sees the need to embark on the new way for business. As a society, our value system is changing. Education levels have risen, and global awareness of life options and possibilities has soared. We are becoming a much more conscious society, we are shifting from materialistic influences to others-centred influences, and our expectations of business have changed. This shift in business values is described by Raj Sisodia and Jag Sheth in the 2014 book, Firms of Endearment:
‘The remaking of capitalism into an instrument of broader purpose appears unstoppable. Companies that fail to recognise this court disaster. Stakeholders are increasingly demanding more socially aware management from companies. Customers will vote for this by closing their wallets to companies that don’t comply. The best employees will hire on elsewhere. Suppliers will favour companies that treat them with respect. Communities will make it tougher for companies that place shareholders high above all. And financial markets will restrict the flow of capital and raise its cost.’
A Conscious Brand is one that actively and intentionally nurtures positive values, relationships and experiences with all stakeholders. It values people and purpose over profit. And the outcomes of companies beginning to measure their success beyond size and profit is an exciting time for us all to be living in. At the World Economic Forum in Davos in 2015, executives from the world’s largest companies were affirming the power of having a purpose over profit in driving innovation, customer loyalty, differentiation, employee morale, recruitment, productivity and organisational agility. A Conscious Brand does this by actively endeavouring to become more aware, awake and intentional in its leadership, culture, strategies, communications and marketing.
When customers genuinely feel understood and appreciated, their loyalty and advocacy will be strong. At a company level, this requires a culture of understanding customers at their core and genuinely wanting the best for them, and a drive to deliver value how and when customers really want it.
Often this is taken to a deeper level, with companies looking to have a positive influence on customers and actively encouraging intrinsic values within them. As a result, an intense emotional bond develops, where the customer can see the direct improvement in their life and the progress of people and society as a whole.