5 Principles for Activating Path to Purchase for Stigmatized Brands

Stigmatized products can be difficult for consumers to purchase due to the associated stigma and social taboos. This can make it challenging for brands to navigate the path to purchase and provide their customers with a positive buying experience. However, with the right strategies, brands can overcome the barriers and provide their customers with the products they need. In this blog post, we will explore the path to purchasing stigmatized products, the key barriers at each step, and provide brand examples of how they have addressed each barrier.

Step 1: Awareness

The first step in the path to purchase is creating awareness about the product. For stigmatized products, this can be particularly challenging as consumers may not want to openly discuss the topic or even pay attention to brands that offer solutions that can benefit them. Brands that sell stigmatized products must be sensitive to this and create awareness in a way that is non-invasive and respectful.

Key Barrier: Lack of education and information

One key barrier in this step is the lack of education and information about the product. Consumers may not be aware of the product or its benefits, making it difficult for them to consider purchasing it.

Brand Example: Thinx

Thinx, a period-proof underwear brand, has created educational campaigns to raise awareness about period stigma and promote inclusivity. Their campaign focuses on normalizing the conversation around menstruation and providing information about their product to potential customers.

Step 2: Consideration

The second step in the path to purchase is consideration. Consumers must consider the product and weigh its benefits against its perceived stigma or taboo. This step can be particularly challenging for stigmatized products, as consumers may feel embarrassed or uncomfortable discussing the product with others.

Key Barrier: Social stigma and embarrassment

Social stigma and embarrassment are key barriers in this step. Consumers may be hesitant to consider the product due to the fear of judgment or negative perceptions from others.

Brand Example: DivaCup

DivaCup, a menstrual cup brand, has created campaigns that focus on menstrual health and empower women to make informed choices about their bodies. They have addressed the stigma and embarrassment around menstruation by creating a supportive and inclusive community for their customers.

Step 3: Purchase

The third step in the path to purchase is the actual purchase of the product. This step can be particularly challenging for stigmatized products, as consumers may feel uncomfortable purchasing the product openly.

Key Barrier: Lack of privacy and discretion

One key barrier in this step is the lack of privacy and discretion. Consumers may not want to purchase the product openly and may prefer to purchase it anonymously.

Brand Example: Roman

Roman, an online platform that sells prescription treatments for erectile dysfunction, has addressed this barrier by providing discreet packaging and offering online consultations with licensed doctors. This allows customers to purchase the product privately and without feeling embarrassed.

Step 4: Post-Purchase

The fourth step in the path to purchase is post-purchase. This step involves ensuring that customers are satisfied with the product and that they feel supported.

Key Barrier: Lack of support and guidance

One key barrier in this step is the lack of support and guidance. Consumers may not know how to use the product or may not be satisfied with its performance, which can lead to dissatisfaction and a negative brand experience.

Brand Example: Keeps

Keeps, a brand that sells prescription treatments for hair loss, has addressed this barrier by offering online consultations with licensed doctors and providing ongoing support to their customers. This allows customers to receive guidance and support throughout their journey and ensures that they are satisfied with the product.

Step 5: Advocacy

The final step in the path to purchase is advocacy. This step involves customers advocating for the product and sharing their positive experiences with others.

Key Barrier: Fear of judgment

One key barrier in this step is the fear of judgment. Consumers may be hesitant to advocate for the product due to the social stigma associated with it.

Brand Example: Thinx

Thinx has addressed this barrier by creating a community of advocates who share their positive experiences with the brand and promote the normalization of conversations around menstruation. Their social media campaigns feature real customers who share their experiences with Thinx products and encourage others to try them out.

5 Key Principles for Activating the Path to Purchase for Stigmatized Products

1. Sensitivity: Brands must approach the topic with sensitivity and empathy to create a positive buying experience for their customers.
2. Education: Brands must provide customers with the necessary education and information to make informed decisions about the product.
3. Discretion: Brands must provide customers with the option for discreet packaging and anonymous purchases to ensure privacy and reduce embarrassment.
4. Support: Brands must provide ongoing support and guidance to customers post-purchase to ensure satisfaction with the product.
5. Advocacy: Brands must create a community of advocates who share their positive experiences with the product and promote the normalization of conversations around the topic.

The path to purchasing stigmatized products can be challenging, but with the right strategies, brands can provide their customers with a positive buying experience. By creating awareness, addressing social stigma and embarrassment, providing privacy and discretion, offering ongoing support and guidance, and building a community of advocates, brands can overcome the key barriers in the path to purchase and provide their customers with the products they need.