In today's world, consumers are becoming increasingly conscious of the impact that businesses and brands have on the world around them. As a result, purposeful communication and marketing are becoming more important than ever. Consumers are no longer content with buying products or services from businesses that do not align with their values. Consumers are 4x more likely to buy from brands who take a stand against climate change, and 3.5x more likely to buy from brands who take a stand against inequality. This means that purposeful communication is essential for brands to succeed today - brands should actively promote their ethical and sustainable practices and show a commitment to making a positive impact on society and the environment to drive a meaningful connection with their customer.
By communicating their purpose, brands can build a stronger connection with their customers, differentiate themselves from competitors, and ultimately increase sales. Purposeful communication can take many forms, including advertising campaigns that promote social and environmental responsibility, ensuring media investment is spent with a diverse mix of publishers, product packaging that is made from sustainable materials, and partnerships with charitable or inclusive organisations.
Good-Loop, a partner that provides an ethical advertising solution through their purpose-powered ad format, is a leading platform that can help brands make a positive impact through their media choices. Through their simple plug-and-play media formats they can connect brands, people and good causes in a credible and truly impactful way. Their solution allows advertisers to create engaging video ads that viewers can choose to watch and, in return, select a charity to donate a part of the ad spend to from a curated list. The charities are chosen by the brand and offer an opportunity to support causes that align with their industry and that are meaningful and authentic to their proposition. This means that every time a viewer chooses to watch an ad, they are not only spending ‘opted in’ time with a brand, but they are also making a positive impact in the world – win win! These ads are available across the digital landscape, from programmatic video to YouTube and Meta platforms to LinkedIn.
Good-Loop ads have the ability to engage viewers in a way that other advertising formats cannot. The opt in nature of their formats create a more positive and engaging experience for viewers, and it has been shown to increase brand loyalty, engagement and purchase intent. Through this, Good-Loop can help drive social change by partnering with charities and organizations that are making a difference in the world, helping to raise awareness and funds for important causes while creating an emotional connection between the brand and possible customer.
By creating a platform that encourages engagement and positive impact, Good-Loop is changing the way we think about advertising and its role in the world. As the company continues to grow and expand, its impact is sure to be felt throughout the media industry and beyond.