Emphasis on social responsibility and reputation

Consumers today prioritize brands that practice social responsibility by balancing their money-making initiatives with socially beneficial practices. 

According to one study, over half of U.S. consumers now factor values into their purchase choices. What’s more, 66% of consumers are willing to pay more for goods from brands that demonstrate social commitment. 

Marketing professionals have made it a point to highlight social responsibility efforts in their marketing campaigns to attract customers who want to make a positive difference with their purchases. Examples include:

  • Promoting recyclable packaging
  • Promotions that spread awareness of societal issues
  • Directing portions of profits to charity
  • Running one-for-one campaigns to donate products to those in need
  • Having company-sponsored community services or activities
  • Promoting fair trade
  • Advocating for social justice 

Representation and inclusivity 

Marketing and advertising professionals have made great strides in diversity, equity, and inclusion (DEI) efforts in the last couple of years, but it’s still an issue that will need to be improved in 2023. It’s more important than ever to ensure your marketing tactics don’t alienate portions of your target audience.

According to a study by Facebook, 71% of consumers expect brands to promote diversity and inclusion in their digital marketing strategies. Companies such as ThirdLove, Nike, and Bumble are leading the “inclusive revolution” with innovative campaigns featuring individuals of varying races, body types, ages, sexual preferences, and more. 

The benefits of DEI marketing are twofold: 

  1. Your business becomes a positive force toward furthering diversity and inclusion efforts.
  2. Resonating with a larger audience will lead more people to trust your brand, value your authenticity, and hopefully purchase from you.

Emphasis on consumer privacy

Among recent controversies regarding privacy and security, many reputable companies are developing new systems to ensure customers feel secure when providing their personal information. While identity theft and data breaches have always existed, the rise in cyberattacks has consumers realizing just how vulnerable their data is.

While this isn’t exactly a marketing technique, increased data security allows customers to sign up for services, demos, white papers, etc., without worrying about data leaks or identity theft. If generating qualified leads is your marketing goal for 2023, you may want to look into upgrading your privacy software.

The last couple of years had a drastic impact on marketing trends and best practices. Today’s consumers value authenticity, transparency, privacy, and inclusivity now more than ever before. And with advanced technology like VR and IoT becoming mainstream, marketers have an opportunity to tie these values into their messaging in new, innovative ways.

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