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Brand Purpose Brand Strategy B2B Marketing

How brands that lead with values can build trust and generate impact

By Phil Christer, Managing Director, Amazon Ads UK

May 5, 2022 | 5 min read

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Phil Christer is Managing Director at Amazon Ads UK

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Brand values can win over consumers and drive positive outcomes

The global events over the last few years have instigated shifts in behaviors and attitudes, with consumers putting more focus on seeking meaningful experiences and connecting with brands that support shared social values.

In a recent Amazon Ads survey conducted across United States, United Kingdom, France, Germany, Italy, Spain, Canada, and Mexico with Environics Research, 87% of UK consumers felt that brands should do their part in helping make changes for social good. The research explores the social values that are shaping consumers’ world views and looks at their effect on brand preference. The findings demonstrate that when brands put their values and convictions at the heart of what they do, it can help generate greater impact.

Meeting the moment

UK consumers are now spending a significant amount of time on digital devices averaging 6.32 hours per day. There has also been a shift in how consumers interact with brands, with 9-in-10 stating they want to decide where and when they do so. To meet consumers expectations, brands need to reach them with messaging that syncs with their wants and needs.

Coming out of the pandemic, consumers are now able to enjoy human connection after periods of social distancing from friends, family, and colleagues. They are looking to balance this with the right amount of technology with 8-in-10 saying that they desire real-life experiences, slowness, and authentic human connections rather than the digitally based lifestyles that new technologies are creating. A further 78% state that they have recently modified their way of life to focus on what’s important.

With this need for human-centric experiences and connection, brands need to engage audiences on their terms through experiences that speak to them both in person and in the digital spaces they inhabit.

Prioritizing community and impact

Brands have an opportunity to build greater trust with consumers when they are clear about what they stand for and the values they represent. Two-thirds of consumers state they are more prepared to buy from a brand that is willing to take a stand on social issues. Around 80% of consumers say they are more likely to purchase products and services from brands whose values align with their own, and 71% shared that “I love to feel connected to others who are interested in the same things as me.”

The research also found that consumers expect brands to share a responsibility for climate change, social and societal contributions, and responsible business practices. A total of 87% of consumers state that more brands should do their part in helping the world.

Brand values in practice: Coca Cola

Coca-Cola has a historic partnership with Banco Alimentare, a non-profit food bank in Italy, and is one of the main partners of the leading NGO’s annual Christmas fundraiser, which raises funds for meals for people in need across Italy.

During the pandemic, Coca-Cola decided to integrate their traditional in-person Christmas markets into a digital Christmas market on, making it accessible to more Italian families across the country. The brand created limited edition Coca-Cola Christmas gift boxes, which were sold exclusively on and used Amazon Ads’ solutions to extend their reach with audiences. With each box customers purchased, Coca-Cola donated funds for a meal to Banco Alimentare.

“Overall the campaign really exceeded our expectations,” says Corinna Pogliana, Media Operations Senior Manager Italy & Albania, The Coca-Cola Company. “The 1,500 special edition boxes were out of stock in less than three days. And even more important, the boxes sold on Amazon funded 150,000 meals donated to Banco Alimentare.”

Key takeaways for brands

1) Meet consumers on their terms: We live in an increasingly dynamic world, where consumers are empowered with more information than ever before. Consumers expect more from brands and want to engage with them in meaningful and authentic ways. Brands need to connect with consumers with relevant experiences, at the right time and with the right message.

2) Understand the importance of social responsibility: Values have the power to build brand loyalty and connection, as consumers will more readily engage with those that align with their beliefs. For brands, this means visibly demonstrating a commitment to social issues.

View the Amazon Ads interactive e-book for more insights on how brands can share their values-driven stories.

Brand Purpose Brand Strategy B2B Marketing

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