Glocalities research offers crucial insights into the archetypes and psychological persuasion tactics that enable you to employ impactful storytelling that fits your audience.
A mission statement and key values are the heart of corporate communications. How can you use these values to build stories that resonate with your audiences and brand lovers? How can you link your sustainability narrative more directly with consumer needs to fuel sustainable growth? Glocalities research offers crucial insights into the archetypes and psychological persuasion tactics that enable you to employ impactful storytelling that fits your audience.
Hitting the sweet spot to grow your brand with storytelling
The sweet spot is the match between your corporate identity and the values perspective of your consumers. In an ideal world your corporate identity is completely aligned with your customers, but in reality, this overlap often exists only partially. By identifying this overlap – the sweet spot – you learn about the strengths and weaknesses of your brand among different consumer segments (in different markets). In order to find the soul of your brand and express it in ways that tap into universal feelings and instincts among people, we look at the archetypes in your sweet spot. Archetypes form the basis of universal patterns of storytelling. By building your storytelling using sweet-spot ingredients, you can align more closely with the psychological needs, values and storytelling perspectives of your audience.
Sustainability narratives: bringing the outside in
In many companies, discussions about sustainability are ‘inside out’ and purpose-led, based on the good that the leadership wants to do and how the company and employees can contribute. Sustainability professionals are often staff members who focus on improving the production chain and involving internal and stakeholders in taking the discussion and strategy forward. However, they mostly lack a refined understanding of what consumers value with respect to sustainability. What are sustainability topics that resonate with your target audience? Is it about climate change, gender equality or ending poverty? As a result, sustainability narratives are poorly integrated into the daily work of marketers and brand managers. “Bubble thinking” among many sustainability professionals is an additional challenge that we help overcome with Glocalities insights, as large consumer segments usually have different worldviews and set different priorities. Once you are able to take a helicopter view based on Glocalities data you see new opportunities for integrating sustainability into policy-making and communications.
The Glocalities research program aims to bring the outside in and to find the sweet spot for effective sustainability narratives. We apply a holistic understanding of consumers worldwide, their values, desires, backgrounds, and storytelling.
- Find out here how Glocalities contributed to the Unilever Sustainable Living Plan
- Learn about Glocalities research for the Gates Foundation on UN Sustainable Development Goals (SDGs)
"The values-based insights of Glocalities enabled us to connect our global sustainability strategy to local brands in a way that resonates with our local target audiences."
Annniek Mauser, Sustainability Director Unilever Benelux