When Brands fight for a cause: Adidas & Parley

An organization that genuinely supports a course allows consumers to create a strong affinity and loyalty for their brand. As a consumer, it becomes more imperative for brands to be analyzed not for the profits they stand to make but more of a beacon of hope to their community.
When corporations walk the talk, they not only gain market share audience attention but seriously win their consumers. Consumers are more inclined towards brands not only to focus on making profits but also to give back to society.

According to a 2015 survey by Nielsen (Heyward, 2020), 50% of consumers were more willing to pay more for product service if that organization prioritizes sustainability. That indicates that consumers are becoming more socially conscious of what companies do and associate with organizations, not just about profits.

If the product or service (brand) is what they strongly prefer, their social initiative further drives or motivates them to purchase. If a company has the same view and values that embody consumers’ beliefs or motives, their allegiance to that brand would be unshaken. Research conducted by Clutch revealed that 70% of Generation Xers (ages (35-54) and 54% of millennials (ages 18-34) are more than likely to stop shopping at a company that supports an issue they disagree with (Cox, 2019). So, when organizations share the same opinions with their consumers, assisting in solving problems they agree with, consumers will keep purchasing from that company. That is a clear demonstration of consumer responsiveness, having the power of choice over businesses, and their ability to use their money as a mechanism to affect change and influence how organizations operate.

In conjunction with Parley, the Adidas brand is taking the bold initiative of building a better future for the ocean. They recycle plastic waste from the sea are used to produce sneakers (Ultra Boost prototype) for a much safer environment for aquatic life and the planet (Morgan, 2020) (Parley, n.d.). Such initiatives reinforce consumers who favor a safer environment for marine life to affiliate themselves with the Adidas brand, as they are in tune with such beliefs and views.

Courtesy: Parley TV (Adidas Parley Ultra Boost)

Regardless of how high the price of that product or service (Investopedia, 2020), the platform or place a product might be situated, all that matters or binds the consumer to that brand is that connection of social responsiveness that enables them to make a buying decision. Such consumers would be more inclined to make that purchase, as they based their buying decisions as an extension of their beliefs and consciousness.

Cox, T. A. (2019, January 7). How Corporate Social Responsibility Influences Buying Decisions. Retrieved October 25, 2021, from https://clutch.co/pr-firms/resources/how-corporate-social-responsibility-influences-buying-decisions.

Heyward, C. (2020, November 18). The Growing Importance Of Social Responsibility In Business. Retrieved October 25, 2021, from https://www.forbes.com/sites/forbesbusinesscouncil/2020/11/18/the-growing-importance-of-social-responsibility-in-business/?sh=4a0db7fb2283.

THE INVESTOPEDIA TEAM. (2020, July 13). Why Is Social Responsibility Important in Marketing? Retrieved October 25, 2021, from https://www.investopedia.com/ask/answers/042215/why-social-responsibility-important-marketing.asp.

Morgan, C. (2020, October 27). How Adidas is turning plastic ocean waste into sneakers and sportswear. Retrieved October 25, 2021, from https://www.businessinsider.com/adidas-sneakers-plastic-bottles-ocean-waste-recycle-pollution-2019-8.

Parley. (n.d.). ADIDAS X PARLEY. Retrieved October 25, 2021, from https://www.parley.tv/updates/adidasxparley

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