‘Kind-vertising’

Companies have a lot of choices about how they market and advertise their products.  You may be told to “get on the bandwagon” and use the product everyone else is using.  Or, you may be shown a competitive product failing in side-by-side comparisons.  Worse yet, you may be told you are inferior for not using the product (“your teeth aren’t white enough, your skin needs this product to look good good, you must lose some weight to be noticed…”).

Companies spend a lot on these campaigns with one hope: that you will buy their products.  But, what really makes a consumer buy?

Recently, we’ve seen a new trend in positive marketing to females that is not only a hit with consumers, but also effective at producing sales for the companies behind them. Ads that empower women have boosted sales for the companies behind them.  But, more, importantly, ‘fem-vertising’ empowers women, encourages a healthy body image, and connects with consumers.

What if companies spent their advertising and marketing budgets on campaigns that produced kindness?

“People’s willingness to buy, recommend, work for, and invest in a company is driven 60% by their perceptions of the company, and only 40% by their perceptions of the products.”

~Study, Kasper Ulf Nielsen

What kind of impact would that have?  Consumers would still learn about the products.  But, so much more could happen.  Read about these examples.