Why brand action is now more important than brand blah-blah

Frustration is high - especially in Germany. The perceived political standstill of recent weeks, even months, has demoralised people. The failed traffic light coalition and the resulting uncertainty and anger have further shaken confidence in politics. 68 per cent of people in Germany would like politicians to act more decisively and solve problems more quickly instead of endlessly debating them. People are longing for more vigour and decisive action. And what applies to politics also applies to the economy in this case.

This fact is also reflected in the latest Havas study „Meaningful Brands“ People expect more from companies and politicians than just fine words. They want to see real action that improves their lives and makes the world a better place.

Why are people so annoyed? Quite simply, they are tired of being fobbed off with glossy campaigns that don't change anything. The days when a brand could score points with a nice slogan are over. Today, people expect brands to take a clear stance and to represent this consistently and, above all, actively.

The Brands-on-Mars study ‘Brands in Responsibility’ shows that brands are increasingly expected to assume not only economic, but also ecological and social responsibility. Brands that are committed to social policy and take clear positions on issues such as climate change, integration and equality are better received if their commitment is authentic and consistent.

How should brands behave now? It's no longer enough to just talk about sustainability - brands need to integrate sustainable practices into their business models. For example, it's not enough to celebrate diversity - brands need to actively promote equality and inclusion. Brands that don't do this are quickly exposed as untrustworthy and lose people's trust. Conversely, brands whose communication matches their actions can build trust.

A comparison should therefore be made between brand communication and the actions of the brand or company. If there is a risk of ethics washing (i.e. green washing or social washing), either the communication needs to be adjusted or sustainability activities need to be intensified, which usually cannot happen quickly enough.

Which brands have a chance now? Brands whose sustainable behaviour is already exemplary, but whose brand communication has not yet managed to adequately reflect this commitment, now have the opportunity to score points. By focussing on their product benefits, these brands can now differentiate themselves. People finally want to know what's really inside and what they get out of it. In the ‘purpose cacophony’, in which many brands promise great things that they can only fulfil to a mediocre extent at best, the consistent sustainability pioneers now have the chance to convince with their many substantial benefits, which they have developed and cultivated in secret for years and at most communicated in their bubble. Factual product benefits, cleverly staged, beat monumental attitude campaigns!

There are a number of brands in Germany that are characterised by their authentic and action-oriented commitment to sustainability and social responsibility. At the same time, these brands still have communicative potential to realise in order to win people over and thus tap into new target groups. To do this, these brands must translate their consistent actions into good communication, present the product benefits well and make them visible to the masses.