The Belief-Driven Buyer is Here
Sigrun Gudjonsdottir
I help women start and scale their online business to 7 figures and beyond ?? | Award Winning Business Coach | International Speaker | Bestselling Author | Top Podcaster | Angel Investor
I waited for days, I waited for weeks, after 2 months I was tired of waiting.
The CEO and the founder of the company weren't going to speak up.
It was July 2020 and companies worldwide were taking action to support the Black Lives Matter movement. Yet one CEO and founder of a US software company hadn’t spoken up and his competitors and peers had.?
This only meant one thing.
He is a racist and the company is a racist company.
I decided to switch my software.
My team and I invested time, money and energy into switching all our landing pages and sales pages to another software company, another US based software company, but one with the right values.?
My actions are not an anomaly.
The Belief-Driven Buyer is here. And they will only do business with brands that have aligned values and they will move away from brands with misaligned values.
About 65% of buyers are considered belief-driven buyers, meaning that they choose, switch, avoid or even boycott a brand based on its values.
For years it has been the norm to be apolitical. 15 years ago companies avoided politics and even 5 years ago this was still the case.
In 2016 everything changed. Trump got elected and suddenly we had a madman in the White House and companies started to speak up. Trump’s rhetoric was so far-right and crazy that brands felt compelled to say something.
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And then the pandemic came and it was like throwing gasoline over the fire. Trump lit the fire but the pandemic was the fuel that made the fire bigger and brighter. Now there was no way around it: Business is political.
The list goes on and on…
Now businesses have to have and express their opinion. Staying silent is no longer an option. Staying silent means you are on the other side.
This year alone I've seen numerous reports about companies standing their ground on social issues. In the US 100s of CEOs from companies like Amazon, Google and Netflix demonstrated against Republican states that are trying to suppress voting rights for the next elections.
Now is the time to get clear on your brand values - if you haven’t already.
The rewards of taking a stand outweigh the risks - even on politically charged matters.
The shift has been fast.
In May 2020 80% of Chief Marketing Officers believed that a brand should not be political.
In May 2021 43% of Chief Marketing Officers believed that a brand should be political.
The Belief-Driven Buyer is here. Are you ready?
#businessispolitical #beliefdrivenbuyer #values
Creator of the Simplify to Multiply? Method ?? | High-end client attraction | ??Quantum leap your business growth and be a Category of ONE!
3 年Agree with what Jennifer L said - customers can align (or not!) based on our values and what we stand for.
Spiritual Mentor, Channel, & Multidimensional Healer for Spiritual Visionaries | Akashic Records Consultant & Teacher | Host of Path of the Awakened Heart Podcast
3 年Sigrun Gudjonsdottir Powerful message, the Belief-Driven Buyer is here to stay ??
Entrepreneur, Speaker, Mentor, Publisher, Best-Selling Author
3 年Great post Sigrun Gudjonsdottir. Absolutely agree, operate from your core values and integrate them into everything that you do.
Oh Sigrun Gudjonsdottir -yes!!! Thank you for sharing this. This is such a huge part of what I help brands get the courage to do because, like or not, it MUST be done if you want to be competitive. Like it or not, business is getting more human - those of us in marketing are singing hallelujah because we've been working on shifting this tide for decades - the words 'we don't talk about that here' are just not acceptable in communities and companies anymore. The belief-driven buyer always HAS been here - but is this buyer is becoming a majority and getting less and less patient with fence-sitters. As a brand, it's time to speak up, have an opinion and stand up for what you believe or get left behind. Gone are the days where you can please everyone!!
Sales Strategist | Trainer | ?? Speaker | Sales Growth Mentor for entrepreneurs & sales teams
3 年I am ready! Thank you for sharing this powerful message Sigrun Gudjonsdottir