With Millennials at the helm of the population who has buying power, trends are changing. Today, more buyers than ever are interested in brands that are socially conscious and do some good for the world; in fact, a study by Nielsen shows that brands that display a commitment to social causes are more likely to build a loyal following and even increase their market share, and that more than 40 percent of North Americans and Europeans are more likely to buy from socially responsible brands that brands that are not, according to a 2015 Nielsen survey.
So, if you run a company that is related to science or technology, you can grow your customer base and attract new leads by positioning yourself as a socially-conscious organization. If your science product or service can be shown to help benefit the world, you can leverage your marketing efforts to bring in new customers and build a respected, well-liked reputation for your brand.
Here are some ways that you may be able to paint your technology business as a values-based brand.
If your product is accessible to kids, teenagers or students in general, create a marketing message about how your product can be used for STEM education. STEM is more popular than ever with parents who are hoping to teach children math, science and technology skills that can help them become critical thinkers and more employable later in life. Highlight the ways that people can learn from your products and the ways in which they can be implemented in daily life to teach important science lessons. This will help encourage their popularity and paint them as beneficial and educational.
Women in Technology
In addition to getting kids interested in science early in life, there is currently a movement to get more women involved in technology. Recent data shows that tech remains a male-dominated field. Create a marketing campaign that is geared towards women. Show how your product can be mastered by girls and women of all ages, then how that can lead them to a career in the male-dominated field. By clearly showing how your product can help advance the cause of leveling the technology playing field, you can show your social values and help expose a whole new audience to software, science and more.
One final socially-conscious value you can promote via marketing is green technology. Today, more consumers than ever are interested in buying brands that are sustainable and earth-friendly. A Nielsen study shows that nearly a third of American customers choose a product or brand based on whether the product is sustainable. Show how your product is either made in a sustainable way, or how it does something that can help better the environment. Tying your promotional efforts to green technology can pay off in a multitude of ways: not only will it draw in socially-conscious consumers, but it also may help lessen any impact you would have had on the environment otherwise.
At the end of the day, consumers don’t just want material products or meaningless services. They want to give their money to companies that are going to make a positive impact on the world. By making clear in your marketing materials just how your organization does that, you can increase business and make a positive impact, simultaneously.