From the course: Communicating Values
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Connecting with customers
- 70% of millennials are willing to pay more for a product that makes an impact on issues they care about. This according to a 2018 trust study conducted by Edelman. With non-stop access to information, and the ability to interact with brands, customers are demanding, more than ever, that brands be honest about who they are and take a stand on issues that matter. But it doesn't make sense for companies to take a stand on issues randomly. First, it may not be helpful to fixing that issue, and second, it's not authentic if the issue isn't in line with the organization's business. So how do organizations show customers who they really are and make decisions about the issues to get involved in? You guessed it. A company's mission and values. As we've learned, company values are a set of guiding principles that determine the actions an organization makes. They are directly linked to an organization's mission. It's important to review company values to ensure that the customer benefit is…
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