These days, clever marketing just doesn’t cut it. Consumers need more — people don’t buy what you sell, they buy why you sell it, how you sell it, what you believe, and how you operate as a corporate citizen of this country.
Take Chipotle, for instance. Their Back to the Start campaign “took viewers through one farmer’s change of heart, from running a huge industrialized farming compound to one with more sustainable and humane practices.” It did better than even Chipotle execs could have ever imagined.
Consumers will demand companies to take a stand on major cultural and political issues, in addition to providing truly transformational products and services, in exchange for their mindshare, spend, loyalty and brand love. Climb aboard — this inspiration-fueled marketing train shows no signs of stopping.