Big Companies Buy Small Brands with Big Values
Even in challenging economic times, consumers have shown they are willing to pay a premium for “natural” products, organic foods, green-friendly products and the lake that carry a cost premium. Such values-oriented companies make customers feel good, and big marketers want a piece of this profitable trend.
In 2000, the large agribusiness conglomerate Unilever bought the flavorful Ben & Jerry’s ice cream company. Today, the company ads remind customers of shared values when they promote family farms, a dairy source for Ben & Jerry’s ice creams. Colgate bought 84 percent of Tom’s of Main, the all-natural personal care brand based in Kennebunk, Maine. Tom’s was a small company with a social responsibility message. French cosmetics giant L’Oreal bought London-based retailer The Body Shop, a personal care chain known for its avoidance of animal testing and its support for human and animal rights causes. Large companies recognize the added value the customer of these formerly small companies received.
Many customers today appreciate the notion that what’s good for you and good for the planet is the ultimate win-win. Being a consumer of companies that share your values can make you feel selfless.
Answer the following:
- What are some causes that you believe deeply in?
- What companies or organizations support those similar beliefs?
- To what extent do you feel more inclined to do business with these supportive organizations? What factors influence your loyalty to them as a customer or client (internal or external?)
- Are there companies you will always try to avoid because of some extrinsic value perceptions such as disagreement with their policies? Could they win you back?