intelligent

THEY EXPECT BRANDS TO BE

THE DRIVING FORCE BEHIND

SOCIAL CHANGE , BOTH IN THEIR

WORDS AND THEIR ACTIONS ,

AND WILL QUICKLY MOVE ON FROM ANY COMPANIES THAT DON ’ T

DEMONSTRATE THIS . but to simply say sorry isn ’ t going to work . Smaller businesses need to be seen making clear steps to rectify the situation , make recompense to those adversely affected and prevent any future recurrence .

In the words of Elvis , ‘ A little less conversation , a little more action , please ’.

It ’ s time to start making a change

It isn ’ t enough for SMEs to remain neutral or indifferent to the world ’ s societal and economic issues anymore . Today , they are expected to take on a larger role in society – one that drives change , prioritises ethical conduct and moves away from the ‘ sales , sales , sales ’ mentality often attributed to larger corporations .

This is doubly true when dealing with a Gen Z audience , who are well versed in the world of digital marketing , having grown up with it constantly around them . They expect brands to be the driving force behind social change , both in their words and their actions , and will quickly move on from any companies that don ’ t demonstrate this .

For smaller businesses that have already taken this on board , and continue to drive positive change in the world , there is a bright path ahead . It needn ’ t only be big brands who react to consumer habits and trends . In fact , smaller brands are at an advantage , with the ability to change direction quicker and take decisive action that can help them stand out from their competition .

But for those still prioritising sales over society , a change is needed , or else they ’ ll quickly find themselves out of touch with the new generation of consumers . It is time for SMEs to stand apart from the larger brands and become more in tune with consumers ’ beliefs , wants and desires . �