People dont just want to buy something, they want to buy into something
The Digital era has dramatically shifted the way people build relationships both with brands and with each other. Online audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people they identify with. Digital tools have equipped audiences with the information and access to build, share, and associate their own meanings and stories with brands, which impacts how brands are perceived in the marketplace, transforming both marketing and consumer power. Welcome to The Era of Belief Based Consumption (BBC), where people choose to support brands that stand for the same things they do, and customer loyalty is earned by demonstrating shared values.