Brand’Gagement: commitment as a condition for sustainable brands

February 6, 2023

14:55

“Doing well by doing good” , a magical ode to a happy convergence of two irreconcilable things: Being and Having. Yesterday “the world after” (the pandemic) dreamed of harmony, association and naturalness. This economic project today finds very concrete applications under the pressure of an impeded globalization, which heralds another possible paradigm. So, fad or underlying trend?

In addition, companies are plagued by inflation and the shortage of talent and must face the specter of disengagement: from their customers as well as from their employees. In a world that is reconfiguring ever more rapidly, could remobilization through meaning support sustainable growth?

Commitment can be perceived differently depending on the posture adopted by the individual: as a consumer (emotional link to the brand) or as a collaborator (attachment to his company) . To find out to what extent a symmetry of attention can create value, Kea Tilt has been questioning the French since 2016 on these two facets.

Brand’Gagement is a national quantitative survey . It takes the pulse of the expectations of French people vis-à-vis brands, in terms of meaning and commitment, and offers a comparative view of some forty leading brands .

The 2022 edition focuses on the value that the French place on the ability of brands to contribute to the common good:

  • How are the expectations of French people regarding the commitment of brands and retailers changing?

  • What is their perception of their progress and contributions to new uses?

  • Do the brands and retailers manage to reconcile – always from the point of view of our fellow citizens – strong values, new uses and operational excellence?

The results are clear: 89% of consumers want brands to contribute positively to the common good. And even nearly half of them say they are ready to pay more for the same product/service if additional meaning is added! And we haven’t finished hearing this demand because the most fervent applicants are young people and early adopters ! However, it is not a question of risking the switch to a new form of purpose washing , but rather of embodying an angle of social value, of building new economic models so that they also generate positive externalities.

 
The commitment pyramid according to Kea Tilt
 
The rise in this pyramid of meaning accompanies the maturity of customer expectations from the purely functionalist approach to that of contributing to a project larger than themselves, through brands and not just public or associative power. The key then lies in the ability to build a happy bridge between brand crystallization, linked to its history/culture couple, and a mobilizing future project. The principle laid down, it is then necessary to begin the work of understanding what will be the most engaging project for a given target.
 
Top 3 brands perceived as contributing to the common good
 

In 2017, brands perceived as committed were the most popular (Decathlon, E. Leclerc, Carrefour), while in 2022, it is those that embody a societal choice, new uses installed or a mission that come out on top.

Among the 41 brands studied, those that stand out have a well-identified social purpose (Biocoop, Yves Rocher, Tesla), offer new uses (Blablacar, Doctolib) or are committed to purchasing power on a daily basis (E. Leclerc , System U…).

The Brand’Gagement Barometer assesses the feelings of consumers according to 3 main pillars: commitment to the common good, new uses promoted by the company and the excellence of its businesses. Brands should have a positive impact on society.

A committed brand

 
 
A brand that contributes to or even precedes change
 
 
An excellent brand in its sector of activity, in its profession…
 
 

Faced with an unprecedented socio-economic context and increasingly strong consumer expectations, the key to business success lies in their ability to commit. Brands therefore have an interest in seizing the opportunities brought about by new consumer trends and making the right decisions to contribute to the common good.

It is therefore a magnificent field that opens up to companies: to offer additional meaning to their offer in order to perpetuate them.

Brand’Gagement 2022 summary:

Download

The Document

French Version

Edition 2022: 41 REFERENCE BRANDS / 8 SECTORS

AIR FRANCE / AMAZON / APPLE / BLABLACAR / BIOCOOP / BONDUELLE / BOUYGUES / WHO IS THE BOSS / CHANEL / CREDIT AGRICOLE / CREDIT MUTUEL / DANONE / DIOR / DOCTOLIB / EASYJET / EDF / ELLE / FRANCE INTER / HERMES / INTERMARCHE / KIABI / LECLERC / LIDL / L’OREAL / MACIF / MAIF / MICHELIN / ORANGE / RENAULT / SAINT-GOBAIN / SANOFI / SEPHORA / SHEIN / SOCIETE GENERALE / SYSTEM U / TESLA / TIKTOK / TF1 / TWITTER / VEOLIA / YVES ROCHER

 

LIKE THIS ARTICLE?

Facebook
Twitter
LinkedIn
WhatsApp