It’s become vital for brands to align their values and marketing strategies with customer expectations.
More so now than ever, consumers’ voices are amplified through the use of social media. A negative comment on X (formerly Twitter) can quickly garner widespread attention; a viral TikTok video on a product can lead to a surge in demand. With these platforms enabling customers to share their experiences and opinions widely and instantaneously to influence others, consumers now have the power to hold brands accountable in a way that was not possible before, say 10 years ago.
Zara’s Marketing Missteps
A poignant example is the recent backlash faced by Spanish fashion chain Zara. Their campaign, featuring mannequins wrapped in white cloth, reminiscent of the scenes coming out of Gaza due to the ongoing war, was met with significant criticism for insensitivity.
According to media intelligence firm CARMA, the brand’s negative sentiments surged to 76.4% (from 13.6%) following the campaign’s launch, indicating an overwhelming swing in consumer perception to the negative side. Conversely, positive sentiments plummeted to just 13.6%, while neutral sentiment also saw a decrease, albeit less dramatic, falling to 19.4%.
Needless to say, the advertising campaign in question had a profound negative impact on consumer perceptions of the fashion brand. The substantial rise in negative sentiment and corresponding decline in positive sentiment could potentially lead to challenges for the brand, including a possible decline in customer loyalty and patronage.
This incident underscores the importance of aligning marketing efforts with consumer expectations and values, as public reaction can have immediate and tangible effects on a brand’s image.
Zara has since expressed regret for the “misunderstanding” caused by the campaign and removed the images. For businesses, however, this episode remains a stark reminder of how a single campaign can influence consumer perception.
Best Practices In Consumer Values-Centric Marketing
Understanding Consumer Values
Today, consumers are informed, opinionated, and value-centric. They seek brands that echo their ethical beliefs and social consciousness. As such, brands must not only deliver superior products or services but also demonstrate a genuine commitment to societal and ethical issues.
Sensitivity And Awareness In Marketing
Every marketing move can now be scrutinised under the digital mircoscopes of Instagram, TikTok and X. Brands would need to thread with a keen sense of sensitivity and awareness of the markets they operate in, understanding the potential impact of their actions. It’s not just about avoiding controversy; it’s also about respecting and reflecting the diverse world we live in.
Engaging With Social Causes
Brands are expected to take stands on social issues. Engagement with relevant causes can bolster a brand’s reputation and resonate deeply with consumers. This alignment can transform customers into brand advocates, fostering a deeper connection.
Building Long-Term Relationships
Ultimately, the endgame is building lasting relationships with consumers. This requires continuous effort and an ongoing commitment to align with consumer values and expectations, ensuring the brand’s relevance and cherished status in the lives of the customers.