How marketing pledges can help you build your community

One of the core principles that influences and guides marketing strategies is that every purchase decision is an emotional decision.  

Whether it’s appointing an environmental consultant, or it’s as simple as buying our next pair of running shoes, when any of us consider parting with our hard earned cash, we are all far more influenced by our values and beliefs than we are by purely financial metrics or other “head” knowledge.  

It’s one of the reasons why it’s so important to make sure the external face of your business (ie your brand) exudes your personality and values – not just the nuts and bolts of what you do. 

People want to work with people they like and who stand for the same beliefs; ie people like them. 

Showing your personal side

The business community, comprising both small and large corporations, is becoming more willing to show its personal face.  

Just a quick scroll on social media will show you that anyone who means business (excuse the pun) is making the effort to show their personal side.  

It’s all about building your own tribe of like-minded people who trust you, feel that they know you, and are invested in what you do. The companies that embrace the personal touch are finding that by taking the time to build your tribe, the rest takes care of itself.   

The value of making pledges

Publicly making pledges (such as achieve net zero by this date, or achieve a gender-balanced boardroom by that date) is one way that a company can show its audience what it stands for. And in doing so, you can foster genuine trust and build a community that is invested in your success because you feel like you’re on the same team.  

Pledges with substance  

But, it’s got to be genuine. More and more people are looking carefully at the eco (or other) credentials of the businesses they’re considering working with or for. It’s not enough to simply state your good intentions to reduce carbon emissions.  

Your pledges have to be measurable and progress should be transparent. 

For example, in 2019, the World Green Building Council reported that seven world-leading private sector companies signed up to ambitious pledges to slash emissions from their buildings to net zero by 2030. It wasn’t just a marketing strategy. By making their commitments public, these companies are showing everyone watching that they’re serious about it. 

Being part of a collective effort not only assures accountability and builds community, but also makes the end goal more achievable (which is, really, the main point).  

Affiliations that represent your values 

Signing up to organisations relevant to your business, like the UK Green Building Council, is another important way of demonstrating to your audience that you’re serious about your values and about achieving positive change. 

It’s not just about climate change, of course. At Luma, we are enthusiastic members and supporters of Women in Property, Forum for the Built Environment, The Developer, the Royal Town Planning Institute and, of course, the Chartered Institute of Marketing.  

Being a part of a community of people who have similar values is hugely enjoyable and is the best way of building connections, trust and opportunities to do good stuff within the business community.  

Importantly, though, it shouldn’t be seen as a means to an end – networking or sales – but an end in itself. Working with like-minded individuals and business in the built environment sector will help you achieve your common goals for the environment, equality, or local community sooner.  

Stand out and build your tribe 

If you want to grow an audience that feels like a real community and will help you deliver on your values, you need to commit. Sign up to challenging but crucial corporate pledges and get involved with affiliate organisations that will help you stick to your goals. 

Oh, and don’t forget to tell your tribe about it. 

We can help you focus your efforts on important ESG goals, and tell your tribe about it. If you’re not sure where to start, get in touch.