In these turbulent and uncertain times, a little kindness goes a long way to creating brand value.
For disenchanted and disenfranchised millennials, and those who share millennial values, an act of kindness has never been more gratefully received. If brands want to create empathy and connection they would do well by looking at how they can show random acts of kindness to lift the mood right now.
This is especially true for brands in categories where ‘mood enhancement’ and ‘affiliation’ are motivations they want to own, so when Camden Town Breweries desk dropped beer samples at We Work Southbank, the Friday after a Brexit which had left We Workers shocked into silence, feeling awkward, confused and embarrassed; there were smiles all round.
But it can be bigger than that. When there is an apparent lack of viable trusted leadership and honesty in politics, to be a leader yourself, who shows compassion, is transparent and essentially acts in a way to build a better feeling world, you can also create a way to differentiate and create life-long loyal fans. Boutique brands in artisan food and drink categories such as Camden Town Breweries and Vinomofo have successfully driven this trend until now. One brand KIND, actually stand for acts of kindness. Their manifesto states ‘Our aim is to make the world a little kinder, one snack and act at a time. One simple belief underpins it all: There’s more to business than just profit’. Now doesn’t that make you want to purchase a second delicious snack?
It is worth highlighting that the sharing economy we live in today values genuine acts, and a focus on others – rather than introspective analysis of internal balance sheets. Brands that get this will win and establish a strong platform to nurture in the long term.
Perhaps goodness or kindness should be a tracked value. Brands that display a genuine interest in being better global citizens, in relation to becoming more financially valuable could benefit from a virtuous circle of ‘betterment’. As we explored in our previous article Hooked: How to Build Habit-Forming Products, creating consumer habits drives higher customer lifetime value, allows for flexibility for companies to increase prices, and supercharges growth. If we can make a simple gesture of thought and kindness a habit, we will generate goodwill with customers and create value.
In the meantime, We Work enjoyed the Camden Town Breweries beer drop, and no doubt the brand will stay front of mind next time there is cause to visit the bottle shop.