Effect Of Attitude Marketing - Can Companies Still Afford Attitude And Inclusion?

All around the world, attitude-based campaigns are quickly losing popularity. One major reason for this decline is the strong criticism from U.S. President Donald Trump. He attacked these campaigns openly and repeatedly.

Brands like Coca-Cola are taking a stand. Do they benefit from this?

Now, a new study has been published. It questions the actual financial value of these attitude campaigns. The study suggests they may not be as useful as many believed. Does this mean the critics of these campaigns were always right? That’s not an easy question to answer. The truth is more complicated and needs deeper understanding.

The study by the market research institute GIM shows what good market research should always be. It stays neutral and clear when presenting numbers. At the same time, it carries a powerful meaning. GIM focused its target group survey on just one simple question. The question was: Does a company’s openly shared social commitment lead to more people buying its products?

At first, this question may sound like a harsh judgment. It also seems to support those companies that always rejected this topic. It also supports companies that are now reducing their campaigns on social values and inclusion. This shift is mainly due to political pressure from the United States. Many companies now step back from showing a clear social or political stance.

One of the most well-known examples of this is Unilever. The company once believed strongly in using social values as a marketing platform. This was especially true during the time when Keith Reed was Chief Marketing Officer. During that period, Unilever made social values a key part of brand communication. They used it across many brands in the company.

Today, things have changed. Unilever no longer talks much about social values in its messaging. Instead, the company now wants to grow its influencer marketing. It believes influencers can better motivate consumers. The goal is to encourage people to buy more of its branded products.

One of the most well-known examples that shows how social stances fail as a marketing platform is Unilever. The company tried to use social issues for branding but did not get the expected results. Today, Unilever prefers to focus on influencer marketing. This approach helps the brand connect better with its audience.

- Santiago Campillo-Lundbeck

For many local companies, this shift in public mood is not a surprise. For example, the drugstore chain DM, which actively takes part in social efforts both in stores and across the country, has always refused to describe its involvement as purpose-driven marketing. DM believes its social projects are a natural outcome of how it positions itself as a company. It does not see these projects as campaigns created to give reasons for brand communication.

Nestlé also has no plans to cancel the goals it has set for becoming CO2-neutral. The company continues its efforts toward sustainable cocoa farming and remains committed to those projects. Nestlé considers these initiatives essential. The company uses them to improve its image among young consumers and also to secure its future supply of raw materials in a sustainable way.

This already shows one thing clearly. Purpose-related topics can succeed in the long term when companies tie them honestly to their core strategy. These topics should not just serve as PR campaigns managed by the marketing department. This idea even applies to some of the most famous examples of purpose marketing. Some of them may seem like pure marketing stunts at first glance.

Nike is one example. Its partnership with Colin Kaepernick did not change his athletic career. His protest, which was part of the Black Lives Matter movement, has also faded from public attention. But for Nike, the partnership with Kaepernick has made the brand’s image even stronger. It now appears more youthful and rebellious. Nike shows that it does not care about the rules set by the mainstream adult audience.

This is exactly the kind of image that makes sneakers a popular lifestyle symbol for younger buyers. It makes the brand more attractive and valuable in their eyes. The authors of the study also admit something important. Their findings may not give a full picture of the entire marketing process.

Purpose-driven topics may not directly lead to purchases. However, they can influence the early phases when people are choosing between different products. Before someone even thinks about buying, a brand must first get their attention. It must show that its product matters. In this early stage, social engagement can help create a positive feeling in the target group. This social involvement also helps communicate product values like sustainability in a way that feels honest and believable.