Welcome to the Era of Belief-Based Consumption The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify. Digital tools have enabled people to find and connect with niche groups with whom they share a set of values, and have equipped them with the information needed to look beneath the surface and past the marketing message. Putting power into the hands of audiences who now collaboratively build, share, and proliferate their own meanings and stories with brands. This shift in how people leverage their beliefs to build relationships with one another and with organizations is ushering in a new era of consumption. The era of belief-based consumption. An era where audiences increasingly want to do business with brands that believe what they believe. Effectively creating new rules for organizations looking to build deep relationships with their audiences. For more, contact us at strategy@sonicboom.com http://beliefbasedconsumption.com http://sonicboom.com

1. Chick-fil-A sees a 30% increase in sales after its president comes out and
openly rejects same-sex marriage. 1
Lululemon stock grew 1300% over three years by expanding into lines of business that remain central to its core beliefs:
Clean-living, spiritual cleansing, and support for local communities. 2
Warby Parker, an online eyewear brand grew 500% in one year based on its
'buy a pair, donate a pair' mission to allow everyone the ability to see and learn. 3
Louis C.K. sells one million dollars worth of digital downloads by connecting with
the core values of reddit users, offering his product direct with a nominal charge. 4
WELCOME TO THE ERA OF
BELIEF
BASED
CONSUMPTION
Where people want to do business with brands
that believe what they believe.
The proliferation of digital tools has changed the
way people build relationships. Social media has
empowered audiences to connect with niche
groups that share their values and beliefs, and to
look beyond the marketing message.
And this is transforming consumer expectations:
91% have said that a brand’s actions
74% want to know about a company’s
6 out of 10 customers would buy from
toward its audience influenced their
behaviours and responsibilities before
the brand that demonstrates strong
purchase decisions. 5
making a purchase.
ethics.
THERE ARE 3 KEY ACTIONS REQUIRED FOR BRANDS TO ADAPT TO CONSUMER DEMANDS:
Insight Gathering Process
Conduct in-depth analysis about HOW cus-
Identifying and Caring for the Core Community
Articulating Beliefs and Values
tomers construct their online identities to
Make loyal fans a voice for your brand, and
Implement your brand’s beliefs and values
answer WHY their cultural, political, and
learn about their needs and interests to expose
at every touchpoint to help impact your
societal values make them love your brand.
valuable marketing opportunities.
growth and amplify favourable opinion.
LEARN MORE ABOUT THE AGE OF BELIEF-BASED CONSUMPTION:
WWW.BELIEFBASEDCONSUMPTION.COM
1: http://www.ocregister.com/articles/fil-367629-chick-company.html
2: http://www.businessinsider.com/lululemon-announces-sales-growth-slowing-2012-12
3: http://www.inc.com/eric-markowitz/3-reasons-warby-parker-is-killing-it.html
4: http://mashable.com/2011/12/23/louis-ck-million/
5: http://www.marketingmagazine.co.uk/article/1082305/consuers-consider-brands-ethics-when-shopping-according-survey
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