As a recent marketing speaker, I would like to start this journey with one strong wish: make all the companies I work with, more connected to their direct values and beliefs.

“Dark Side Marketing”

Concretely, there are two camps within marketing: Manipulation and Influence. One is making money by creating pressure and stress for their customers, in order to make them buy (I deeply find this type of marketing demeaning for the profession). The other one values its impact on society thanks to the accomplishment of a real mission. A mission that its customers love consciously or not and accomplish simply by supporting this brand.

Although I love the sales moments, I need to be honest and tell you that the best purchases I made were driven by my emotions, not impulse or fear of missing out. Whether from the envy of being a part of a movement or a new standard-bearer of values I cherish, buying with purpose is the best shopping experience ever.

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Conviction, Emotion, Purchase

Sincerity and authenticity in your brand's communication create an emotional connection with your audience. Today's consumers are increasingly aware of the impact of their choices and seek to support businesses that share their values. By embodying your beliefs and sincerely engaging, you not only make your business thrive but also contribute to a positive movement in society.

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Veja

Veja, a French shoe brand, perfectly embodies its values of sustainability and fair trade. Their commitment to transparency and the use of eco-friendly materials has allowed them to stand out in the fashion industry. Working directly with producers in Brazil, Veja ensures fair and sustainable trade.

In 2019, Veja recorded a 60% growth, proving that consumers support companies with authentic values.

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Everlane

Everlane, an American clothing brand, advocates for “radical transparency.” They reveal production costs and margins on every product, while ensuring their factories meet strict ethical standards. This transparent and ethical approach resonates deeply with their customers.

In 2020, despite the pandemic, Everlane saw a 32% increase in online sales.

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Aesop

Aesop, the Australian skincare brand, stands out for its commitment to high-quality ingredients and sustainable practices. Their minimalist and authentic marketing approach, combined with a strong company culture, has allowed them to build a loyal customer base.

In 2021, Aesop opened 50 new stores worldwide, showing continuous growth thanks to their authenticity and commitment to quality.

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The Advice

Do not be fooled by cheap marketing. Evolution is tough enough without encouraging bad intentions to prosper. Be aware of your own impact on society. If you own a brand, you have a mission: to give meaning and impact to society. Let's embody our beliefs and make our stories resonate in everyone's hearts. Engage in your actions and turn your words into reality. Long term impact for lifetime ROI.