How Customers Are Using Their Money to Vote for Impact

Customers increasingly want their purchases to do more good in the world. Your commitment to impact can expand the number of customers you reach.

Are you giving customers a good reason to spend their money with you?

It’s an important question. Chances are, your product or service is similar to someone else’s. Even if it’s unique for now, if you’re successful, it won’t be for long.

We’re in a changing marketplace. It’s not enough to provide an excellent product or service. It’s not enough to tell a great brand story, to engage people with emotion. Though these things remain important, buying has taken on a new dimension.

People want to know that their money is doing some good in the world. Whether your customers are consumers or businesses, the people making the buying decisions increasingly want their purchases to make a difference.

Whether it’s millennials, seeking to put their dollars or yen or euros into businesses that can demonstrate social impact, or older people who are thinking about legacy and what good they have done, buyers want to know that they are themselves having an impact.

More and more, customers want to know that your company aligns with their values. They expect to hear about it when they talk to your sales people and look at your marketing, or they’ll move on.

That makes your decisions to infuse your strategy and brand with your impact all the more important.

Your impact, where your unique company meets the world and makes it better for all of us, is increasingly essential in defining your company. Impact plays a significant role in buying decisions. Your commitment to impact can expand the number of customers you reach.

People want to know that what they do matters. Buying from companies that benefit all of us is becoming part of the fabric of their buying decisions.