PPB November 2021

causes to support U.S-based and focused efforts, such as nonprofit work, will help solidify this message to consumers and help them understand why you’re pushing it. 2 Align efforts with customers’ needs. Understand what customers are looking for from your brand, how your brand can help them to achieve their wants and needs, and also how they feel about unification— do they see it as something that currently brings people together or does the opposite? This will help you to understand how they may receive brand messaging and efforts. 3 Study future prospects. Each generation has its own set of values that are important to them. AMA explains that millennials and Gen Zers expect brands to speak out more on causes than Gen Xers and baby boomers do. The same holds true for people of different backgrounds and can consider all sorts of variables which separate one person from another. 4 If your decision is not to promote unity, consider whether that’ll be detrimental. AMA suggests that marketing leaders who decide not to include messages of unity should ask themselves questions such as: Will it hurt the company, brand image and bottom line if a competitor decides to financially back a cause? Will presumed inaction send a message to current or prospective employees? Will this have a negative impact on the workplace? Danielle Renda is associate editor of PPB. In such a tentative climate, AMA reports that companies can respond most effectively by looking at how themessage of unity fits into their brand. PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 www.americanaccents.com 888.287.7883 PERFECT FOR... As low as $0.056(v) No need for double cupping or sleeves ѭ (TKKJJ XMTUX ѭ 4KKNHJX ѭ 9WFIJ XMT\X ѭ (TQQJLJ HFRUZXJX ѭ FSI RTWJ need foam cups? Great for hot & cold beverages 10 sizes to choose from Multiple print methods available 25 piece minimums! 12 oz. 20 oz. 10 oz. 4 oz. Made & printed in the USA | NOVEMBER 2021 | 71 THINK