How Brands Like Adidas Highlight Shared Values To Build Connections With Consumers

How Brands Like Adidas Highlight Shared Values To Build Connections With Consumers
Brand Activation & Immersion

Brands are attempting to keep up with shifting consumer values by spotlighting eco-conscious initiatives, creating inclusive content, and increasing transparency

PSFK
  • 12 october 2018

To love a brand and its products, consumers first need to understand its personality, its products and what it stands for. Share the process behind the products and services to connect directly with consumers who value ethics, craftsmanship and quality. Ensure a standard of authenticity and transparency in all communications to build brand trust and connection.

Social activism is also increasingly important to consumers. In the US, 87% of millennial internet users, are willing to pay more for sustainable products. Brands can commit to being a force for good by exposing consumers to change making initiatives and inspirational content. Brands can also build consumer trust by ensuring end-to-end transparency and being upfront about information concerning product production, pricing and policies.

Adidas x Parley For The Oceans
For World Ocean Month, sportswear company Adidas aimed to involve the running community in its efforts to end marine plastic pollution by teaming up with nonprofit Parley for the Oceans. Adidas donated $1 for every kilometer logged through its Runtastic app, as a way to spread awareness about the importance ocean conservation and to engage the running community in its efforts. Adidas also collaborated with Parley on sneakers made from marine plastic, and estimate they will sell 5 million pairs in 2018.

Bonobos #EvolveTheDefinition
Menswear retailer Bonobos’s initiative #EvolveTheDefinition aims to rewrite the definition of traditional masculinity. The project, which kicked off with an advertisement during the ESPY Awards, features interviews with dozens of men of different sizes and backgrounds speaking about what being a man means to them. The brand hopes to create a more diverse, inclusive and accepting representation of masculinity.

De Beers
Diamond company De Beers rolled out a tool called Tracr that allows them to track the diamonds through their entire supply chain using blockchain. Tracr tracks the paths of the diamonds from the mines to polishers to their end customers in order to verify their authenticity and ensure they are not from conflict zones where they might be used to finance violence. The platform allows for complete privacy to protect all participants’ data while also creating a immutable, permanent record of the diamond’s journey.

Oliver Cabell
The direct-to-consumer accessories​ ​company​ ​Oliver​ ​Cabell​ ​uses​ a ​transparent​ ​pricing model on its website, allowing consumers to see exact details about what they are paying for and how much the retailer is charging them on top of production costs. ​ ​The cost breakdown includes cost of materials, manufacturing, transport and other expenses. The transparent pricing program is not only meant to build consumer trust, but also show that the company’s direct-to-consumer model and quality manufacturing will save customers’ money and deliver more value to their purchase.

For more examples of how brands are rewriting the definition of luxury retail, visit PSFK’s report Defining The Modern Luxury Experience Across Brand Touchpoints.

To love a brand and its products, consumers first need to understand its personality, its products and what it stands for. Share the process behind the products and services to connect directly with consumers who value ethics, craftsmanship and quality. Ensure a standard of authenticity and transparency in all communications to build brand trust and connection.

+activism
+Adidas
+apparel
+bonobos
+brand activation & immersion
+chat a researcher
+CSR
+de beers
+feature
+fitness
+modern luxury brand touchpoints
+Oliver Cabell
+packaging & product engagement
+Public
+report
+retail
+Shopper education & assistance
+shopper marketing & promotions
+Sports
+transparency
+trend

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.