Direct Response's Next Leap to Improve Sales: Incorporate Social Purpose

摘要

We are in the midst of one of the most dramatic and overarching shifts in marketing and advertising we will see in our lifetimes. Businesses are looking not only to be the best in the world, but also to be the best for the world by having a social purpose. Those who are embracing this change now will dominate their respective industries into the future. Several factors are driving this shift. First, consumer values are changing. Today's customers want to buy good products from good companies they trust -companies that also reflect their values and lifestyles. According to Forbes, 90 percent of consumers say they would boycott a company if they learned of irresponsible business practices, and 50 percent have done so within the past year. Second, this dramatic shift would not be possible without social media, which grants consumers a collective voice to celebrate good companies and punish bad ones.