Ipsos and Effie US Launch “Dynamic Effectiveness” Series to Highlight Citizen-First Marketing

Unlock the power of citizen-first marketing! 🚀 Discover how your brand can inspire real change and connect deeply with consumers. Dive into the Ipsos x Effie US Dynamic Effectiveness report for proven strategies to go beyond purpose and drive impactful action.

The report identifies the “citizen-consumer” as a crucial target for brands, emphasizing that by championing societal issues and positive change, brands can tap into consumer optimism and drive meaningful actions that support business growth.

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“A new kind of consumer has arrived – the citizen consumer – bringing with them a major opportunity for brands to enhance their marketing impact. Brands that go beyond purpose and focus on positive change can harness consumer optimism to both inspire and drive business success.”

The report showcases successful campaigns by General Motors, Memorial Sloan Kettering Cancer Center, Microsoft, and Fresh Step, each embodying impactful “citizen-first” strategies that go beyond traditional brand purpose. These campaigns illustrate how brands can engage actively with consumer-citizenship and inspire powerful change.

Read the full report for insights on how brands can lead with citizenship-first marketing to connect with today’s consumers and foster substantial, lasting impact:

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Key takeaways:

1) The Citizen Consumer has emerged. Many Americans are increasingly combining their behavior as consumers with their beliefs and political outlooks as citizens. Consumer hopes and fears are now citizen hopes and fears.

2) We want to feel more optimistic about our country and our world. Brands that think beyond purpose and focus on positive change can harness consumer optimism to inspire real action and give us the sense that we are making things better.

3) Effective marketing in the positive change space harnesses the power and potential of optimism. Success comes from the rigorous application of proven advertising principles, as with any other marketing effort.

Summary

We have three compelling call-to-actions to encourage brands to go beyond purpose and focus on positive change in order to harness consumer optimism to inspire real action and drive business success.

1) Embrace the Citizen-Consumer Align your brand values with societal concerns to tap into the growing market of consumers who blend their beliefs with their purchasing decisions.

Dr. Freddie Covington Corbett, Chief- Global Brand & Marketing, UNICEF / Effie Board Member: “…A new kind of consumer has emerged – The Citizen-Consumer who now melds their social and political outlooks into their behavior as buyer. Brands need to reflect on the need to drive meaningful actions in their marketing approaches.”

2) Harness Optimism for Change Craft marketing campaigns that not only acknowledge societal challenges but also provide tangible solutions, empowering consumers to feel they’re making a positive impact through your brand.

Mollie Partesotti, Chief Strategy Officer, FCB Chicago: “Positive change efforts aren’t just for the good feels—they actually move the needle on the bottom line. They draw in people who want to buy from brands that give a damn, add distinction to brands in commoditized categories, and help attract top talent.”

3) Build Credible Connections Ensure your brand has a genuine and compelling reason to be involved in social issues. Demonstrate tangible actions and results to strengthen your brand’s credibility in the positive change space.

Samuel Monnie, Co-Founder & Co-CEO, Purpose Hive: “So often the missteps we see are from purpose being bolted on to the brand, instead of being built within the brand strategy.”

Click here for full report

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