Leticia Lyra, Brazil

There was a time when consumers chose their brands by few criteria: price, quality, tradition and, sometimes, status. That was a time when there were not many product choices, neither the conscience of everything what a product stood for. That was a time when products did not reflect the consumer’s personality.

That changed over time. In late 90’s, the relationship with a brand began to matter much more. And the efforts of all brand managers were to build a story between the consumer and the product. It could come from tradition and memories, or it could be generated by modernity and innovation. The brand had to be a partner, the consumer’s old buddy. That was a good time, where word-of-mouth started to become important for a brand. But there was a difficult side as well, because relationships may be something individual and private, more than collective and shared.

Then came the millennium and the era of experience. A person needed to have a consumption experience. And brand managers and communicators had to reinvent themselves once again. Product attribute was not enough; the brand had to deliver to consumers something that no one else would. That was when brands most invested in mega events, huge sponsorships, multimillionaire activities – all on behalf of creating an unique experience with consumers. In those days, the product basically left its attributes and function aside, in order to become a concept.

But the truth is that most of the time, when you buy toothpaste, you really and only want… toothpaste. And not “an explosive experience to be lived fully and wildly going to the amazing and unique concert the brand is the master sponsor”. And the entire idea of the experience alone began to lose its strength.

The moment we are now entering seems to be the most reasonable of all. And it makes so much sense that we wonder why brand managers and experts did not think of it before. But maybe it was an evolutionary path we had to live.

It makes perfect sense, the concept is very simple, almost self-explicable. A brand must talk to its consumer. And address what it consumers are interested in. It needs to have an identity that is similar to the user’s identity. It needs to have a narrative that goes beyond product attribute, but not overlook it – after all, we still want toothpaste.

Today, consumers want brands that reflect their opinions, principles, lifestyle, dreams for world and for future generations. It is not enough for a brand to have a social responsibility policy; it must BE socially responsible. From the raw materials and production practices to employee policies, distribution and promotion guidelines, and price, the brand is making a statement, reinforcing a position, translation a thought.

Do you want examples? Natura, a Brazilian company, one of the most admired in the country, came to the point of moving its factory and offices in order to apply the responsible and sustainable concept from the very front door – literally. Native, another Brazilian company that produces sugar, innovated when it adopted citizenship, respect and responsibility in the sugar cane fields – the history of sugar cane plantations in Brazil involve irregular and child workers, in awful labor conditions; but we can leave that for another day.

More examples: Pepsico, with the new policy Performance with Purpose has developed a series of pillars to be incorporated to the company’s very essence, and with lifestyle, health, environment and many other thoughts.

The examples are not abundant, but the hope and expectation is that they will be, in a near future. And hopefully, the consumers will be able to express themselves through brands. And hopefully, that phase lasts forever.