The Fundamentals of Brand-Fueled Movements: Insights From Deloitte’s Science of a Movement Study

Let’s look at 5 core elements of brand-fueled movements, as identified in the study:

1. They speak to a higher purpose: It is essential to connect your brand with a purpose that goes beyond your company or industry and truly speaks to a social cause that resonates with consumers. Movements inspire consumer passion, loyalty, and goodwill by helping people get involved in something they believe in. This is much more powerful than purely selling great products.

Here are 5 essential steps for brands looking to start a movement:

1. Foster an emotional connection in consumers: Just as emotional resonance is essential to making sticky creative campaigns, it’s also vital to building movements. Emotions help us remember past experiences and, can therefore, influence consumers to stand behind a movement.

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