Are You Empowering Customers To Do More?

Are You Empowering Customers To Do More?
Brand Activation & Immersion

Brands can become a valuable resource by connecting audiences with opportunities to get involved in community and social impact programs

PSFK Labs
  • 20 june 2018

Consumers want more than just a conversation—they want to take part in the action. They view brands a valuable resource and seek opportunities to create and collaborate to accomplish more. A survey by DoSomething Strategic found that 50% of young people feel it’s important for a company or brand to have social change initiatives that consumers can be a part of, while on the flip side, 95% of respondents to PSFK’s 2018 Customer Experience Survey said that their company should have more (65%) or the same level (30%) of social impact and responsibility programs.

PSFK’s CX Playbook outlines how brands can act as both a partner and a platform, offering access to programs, initiatives and tools that allow consumers to connect and participate. The third of three steps in becoming a purpose-led brand, these efforts empower customers to do more—and they can spark a halo effect that elevates both the brand and the broader community.

Amplify passion

Brands can empower to pursue interests on their own terms through training, tools and platforms. A Starbucks in Brooklyn focuses on welcoming—and hiring—local residents, prioritizing community building. The location, in Brooklyn’s Bedford-Stuyvesant neighborhood, is staffing its crew with 95% local residents and reserving space for community programming and job training through a partnership with Brooklyn-based job-training NGO The Hope Program, which will use the space to host multi-week programs throughout the year, like training local young adults in financial literacy, job skills and interview procedures as a means to prepare them for future careers. There will also spoken-word, musical and other live events that will spotlight local talent.

Be the bridge to community

By providing access to platforms, tools and spaces that give customers the ability to organize themselves around shared interests, brands can establish themselves in a broader community. Bicycle lifestyle brand Rapha created the Rapha Cycling Club app to allow its global member base to easily coordinate rides and schedule events with other members. Members can organize rides and share them with RCC members, enabling them to ride together as well as discover official RCC events—both on and off the bike—from the RCC teams around the world. The app also allows community members to create their own profile so other members can recognize them on the road, or discuss RCC news with fellow members via the chat feature in a more personal way.

Provide network impact

Following consumer attitudes, more brands are establishing social impact programs, syncing audiences to real-life opportunities that encourage them to volunteer for or contribute to a global initiative. Home-sharing giant Airbnb launched a platform called Open Homes that lets anyone sign up to host a person in need, to help provide temporary housing to displaced people. Hosts from around the world can sign up to host a refugee for a night to a week, with no limit on the number of nights, offering all or part of their residence in the same way they would host paying Airbnb travelers. With 6,000 zero-dollar listings on the platform, a select group of non-profits and relief agencies can use the Open Homes platform to search for temporary housing for those they are helping. The platform operates much like a regular Airbnb booking, with the organizations being responsible for searching and selecting the best housing options depending on preferences and needs, and making the bookings.

Companies are increasingly positioning themselves as advocates for social change, moving beyond the standard of corporate social responsibility by integrating purpose at their core. Research by Wunderman found that 74% of consumers in the U.S. think that brands can set a new standard by how they serve customers (in other words, they don’t have to just offer a new product), and community-driven initiatives have a major role to play in shaping perceptions. To learn more about purpose-led brand building, download PSFK’s CX Playbook report, now available for PSFK Premium Members.

Consumers want more than just a conversation—they want to take part in the action. They view brands a valuable resource and seek opportunities to create and collaborate to accomplish more. A survey by DoSomething Strategic found that 50% of young people feel it’s important for a company or brand to have social change initiatives that consumers can be a part of, while on the flip side, 95% of respondents to PSFK’s 2018 Customer Experience Survey said that their company should have more (65%) or the same level (30%) of social impact and responsibility programs.

+Airbnb
+brand activation & immersion
+Brand Immersion
+Community
+cx playbook
+fitness
+home
+hospitality
+retail
+Shopper Marketing
+Shopper Marketing & Promotion
+Social impact
+starbucks
+travel

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