Movement Thinking can help brands forge emotional connections with customers.
Companies should first determine the purpose that the brand wants to support before activating their brand purpose around a particular social movement. They should identify the change they want to see in the world while looking at the broader picture. Companies should think about how their purpose and fight for change can influence the world.
Properly designing the roadmap and having a plan-of-action can help companies leverage Movement Thinking. When properly framed, Movement Thinking can help find an authentic, realise and meaningful “wrong that needs to be made right” in the world. It can help businesses attract devoted followers, not just buyers.
Businesses should avoid blindly jumping on the bandwagon by taking up trendy causes or social activities. Instead, they should take actions that portray genuine affiliation with the cause to build an emotional connection with their target audiences.
[4 minute read]