It can be hard in this age of social media and the ability to talk directly to brands to know whether they truly value your custom or not. To some, it doesn’t matter. As long as their goods or services are suitable, that’s fine. But to others – increasingly so as we move into a more ethical frame of mind – it’s important to feel our hard-earned money is being valued by the company. But how do you know if a brand values you as a loyal customer?
The Brand Gives Back
One clear way that a brand might be treating business as a way to help others as well as make money is the amount of philanthropy they do. Altruistic causes, or partnering with organisations such as Fairtrade or the Forest Stewardship Council shows a basic commitment to ensuring that business can be done in an ethical way.
For instance, shoe brand Toms promises a pair of shoes for those who can’t afford any with every pair of espadrilles purchased. H&M offer vouchers for money-off if you donate old clothes for scrap, while beauty company Causebox gives back with every purchase of their beauty boxes, which are also responsibly sourced. Corporate social responsibility has become a buzzword in marketing circles, but it does show that brands care what you think about them and that by doing good, they can show that they care.
The Brand Gives Back to You
As Oddschecker shows with their list of free sports bets, many companies are competing to offer customers a special offer if they continue being a loyal customer. Loyalty schemes are a great way that brands use to show that they care about you as a customer and the money you spend with them. McDonald’s, Costa Coffee, Starbucks and even Hallmark have a version of a loyalty stamp card. Nando’s offers free food for meals bought and Subway offer a free food and drink voucher on your birthday. All of these methods cumulate in brands attempting to show that they care about your custom and value you as an individual customer, no matter how much you spend with them.
If you’re interested to know whether a brand cares about the people involved in their business look out for the two key signals. Do they attempt to give back to the wider world in some way or spread a positive message with their position, or do they act on charity starting at home and look for ways to reward loyal customers.