The Altruistic Advantage: Why Brands Should be Kind
Kindness as a brand strategy, why Gen Z and Millennials reward companies that lead with purpose, and how brands like Patagonia and TOMS prove it works.
Today is Random Acts of Kindness Day. This got me thinking about kindness in marketing and how it can be a tremendous superpower for brands that do it authentically and consistently.
This holiday, founded in 1995, is a day to celebrate kindness and pay it forward. In today's world, when we are surrounded by so much uncertainty, doubt, and negativity, a little kindness can go a long way.
The Power of Small Acts of Kindness
Small acts of kindness have been proven to make big differences; they make people feel good, create deeper connections, and foster long-lasting relationships. And, kindness can be contagious, creating a ripple effect of positivity.
The Importance of Kindness in Marketing
Deeper connections and positivity are great elements that make a strong case for why brands should be kind. Today, consumers, especially Gen-Zs and Millennials, are demanding more purpose from the companies they buy from, looking for more than just a product when they shop. They want brands that align with their values and that are truly making a positive difference.
By promoting kindness in creative messaging and campaigns, brands are signaling that they care about humanity. They are saying, “We are more than just selling you a product. We care about the things that you, our customers care about, and we want you to view your experience with us as something more than just a purchase.”
Examples of Brands That Have Kindness in Their DNA
- TOMS, the eyewear, and shoe company promises to be a “One for One” business in which they collaborate with numerous charities to ensure that for every person who purchases TOMS products, they will help one person in need.
- Patagonia, a leading outerwear company committed to sustainability and the environment, donates 1% of all its sales to environmental causes.
- Nature Valley, the creators of the original granola bar, celebrates its consumers and their passion for nature by restoring access to 10,000 miles of national park trails at a time.
- The Body Shop, a certified B Corp skincare and beauty brand, utilizes sustainable ingredients and supports community trade.
The Benefits of Kindness in Marketing
Eventually, these companies can amplify their brand image, outshine the competition, and leave a lasting impression on consumers by displaying an altruistic attitude in their marketing campaigns. Focusing on being kind can give you an edge over your competition and leave a lasting impression on consumers.
Happy Kindness Day… every day!
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