tips on how & why brands use manifesto's to connect with consumers.

Last week I shared The Optimists Manifesto. A great manifesto for an even better philanthropic organization. I found it while at a Dutch Bros. Coffee.

Many brands build a manifesto to let people know who they are. It is a way of getting up close and personal with consumers with the goal of transparency. They figure if you why they do what they do. You will want to join them thus becoming a customer of theirs.

"discretionary spending"

is now a very common phase, one our parents probably rarely if ever heard. With more money than ever before, and more power in the hands of consumers, brands have to relate to them in different ways. It is no longer just about necessity. It is tapping into the consumer psyche to create loyalists to a brand.  Let's face it, we have a lot of choices and brands know that, so they push even harder to know more about us. It is no longer just demographics.

Brands now have to look at Psychographics.

Analysis of consumer lifestyles to create a detailed customer profile. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Results of this exercise are combined with geographic (place of work or residence) and demographic (age, education, occupation, etc.) characteristics to develop a more ‘lifelike’ portrait of the targeted consumer segment.

I created this image to showcase some research that listed out the top 5 ways men and women spend their money. You will note, that they actually spend it quite differently. (click on image for source site). 

The problem is that most brands or brands of the past didn't consider gender differences. They marketed one and only one way. As the facts come out and companies saw sales decline, they used the tools to gather consumer information. The brands who really dug in would have found out that..

Women account for 80% of all purchases in the US.
— Why She Buys - Bridget Brennan
Millenials have now surpassed Baby Boomers as the largest generation in history and they are also more diverse. 87 Million MIllenials and only 56% of them are white.

The tastes and preferences of these two powerful demographics put more of an emphasis on connection to brands. Quite frankly, they expect more of everything 

Today, the brands that last and are ahead are doing so by appealing to the psychological side of how and why people buy. They work to draw connection and loyal consumers throughout life. The goal is to catch them young and keep them as they age.

But Dawne what the heck does this have to do with Brand Manifesto’s?
— Probably You My Blog Reader Right at this very Moment

I will tell you what. As I said at the start of this post, a brand has to connect with these new consumers and one way to do that is to appeal to them by focusing on the same things they care about. I have shared a couple brand Manifesto's below from brands that continue to grow because of their ability to connect with their consumers on a deeper level.

There are even companies and brands out there that start from a manifesto and use that to connect with people, no product necessary. Here is one of my favorites from Live in the Grey where I am lucky enough to be an ambassador for the program.

So, if companies and brands can have a manifesto, and so can organizations then why can't we as individuals? So, today I want to challenge myself and you to come up with our own manifesto. Maybe you already have one...but for me I need to dust off a pencil and get to work.

What is your manifesto? Is it something you just know but have never written down? Have you never thought of one before?