The Impact Experience.
The new Customer Experience that has a high impact on people’s lives.
Most companies declare their value proposition around the product. Great usability, friendly customer service, good taste, recyclability, 100% bio, right value for money, good quality of the product, unique design; just to mention a few. However, this has become an expectation for customers. Customers want brands to do more, and almost 90% of customers want brands to help them make a difference.
In order to meet new customers’ expectations and tackle the world’s biggest problems simultaneously, an impact brand has to answer two value propositions: For people and planet benefitting from reduced inequalities / avoid greater suffering and! customers buying the products and services.
I) The impact value proposition: How can we maximize impact and how do we make impact accessible?
II) The cultural impact value proposition: What primary benefit do our products and services have to individuals and how can this impact culture?
The more the growth, the more the impact
The business world is moving towards a triple bottom line that is profit, people, planet. Profit to be commercially sustainable (€); Planet to be environmentally responsible (e.g. CO2); People to be socially sustainable (e.g. SDGs). Companies donate a percentage of their profits for a good cause.
True impact companies like share also think for- and beyond profits. Sustainability and profitability co-exist. The more the growth the more the impact. Making profit ensures that the business is sustainable. And true impact companies think impact-first. Their currency is the impact that is being created. Impact companies constantly think about how to maximize this impact. Even if they do not make any profits yet, they donate to impact. What product can generate impact, what service would reduce inequities even more? Developing from the product market fit → product zeitgeist fit → product impact fit.
Making it as easy as possible to do good
From the customer’s perspective, doing good today is very inconvenient. One feels discouraged from taking action because one has to invest time to research relevant projects. You have to actively go somewhere to donate for a cause and you feel lonely while doing good. Customer’s expectations are “How can you give me the power to conveniently do good?”
share optimizes for convenience and makes doing good accessible and seamless. Seamlessly integrated into people’s lives. A wide range of products is easy to find in thousands of supermarkets embedded effortlessly doing good in everyday purchasing routines. Every purchase supports impact projects worldwide. For the social impact this could translate into “Buy something, help someone” For the environmental impact this could translate into “Buy something, help somewhere”. Or: Buying helps.
Bringing a higher purpose into people’s lives
There are various motivations why people support impact projects. Some customers enjoy a status feeling (sweet taste of prosocial status signaling), they want to live a purposeful life or other mechanisms of prosocial behavior. The fact is: doing good feels good. Impact brands like share bring the reward for customers to the center. With the everyday interaction of buying sustainable products, culture will be impacted by this constant feeling of doing good.
Familiarity and belonging are the strongest emotions within a community. It’s about bringing a sustainable way of living to people through experiences in that community. It’s modern, cool, fun, while also doing good. The feeling of togetherness of a movement can be even stronger. If you can achieve this, social becomes a lifestyle, part of the mainstream and impacts the behaviour of a society.
Conclusion: The Impact Experience is the new Customer Experience. Its underlying value propositions serve two customers: people & planet benefitting from the impact and! customers buying the products and services. An impact brand thinks for- and beyond profit. The first priority is maximizing impact by making it as easy as possible to do good. By creating a community around it and making doing good as rewarding as possible, a social lifestyle can become the default and impacts society.