A recent survey by the Hub Magazine notes that Starbucks’ “social responsibility” more favorably impacts their customer loyalty than other category leader brands: Amazon, Apple, Target, Proctor & Gamble and L.L. Bean. Only Patagonia, Whole Foods and Trader Joes matched Starbucks in having more favorable than combined “unfavorable and not a factor” votes.
How has Starbucks has turned social responsibility to a positive brand advantage when many other category leaders have not? A few intriguing conclusions:
One – their stance on social responsibility impacts the less frequent customers. Many responded they are occasional customers and are not necessarily a fan of Starbucks coffee.
Two – they have made their story very visible throughout their store.
Three – many customers admit that they feel better about paying a “premium” for a product that employs fair trade practices.
We know from countless research that consumers want to identify with a brand beyond the rational product benefits. A big part of brand value is what they do to be a good community “steward.” Starbucks clearly has the game plan down in this area.
Amanda Kirkland
April Voris
Guest Relations Marketing
Michael Tyre
Sarah Crytzer
1 comment
Comments feed for this article
September 6, 2013 at 4:50 am
Justin Bieber Instagram
One major concern is that Facebook is coming in with this capability too
late in the game. Even though there are various aspects of SEARCH ENGINE OPTIMISATION that will revolve all-around coding
as well as meta, movie marketing is actually a great way to decrease your reversal charge, improve hyperlinks as well as visitors.
Most people see this platform as very basic, it is centered around pictures only
-not status updates, links to articles, etc.