How Google Helps Businesses Navigate Brand Purpose In A Value-Driven World – WWD

After surviving a global pandemic, disproportionate impacts on women, facing an awakening of racial injustice and a climate crisis, “we are all different people now,” said Kellie Fitzgerald, general manager, retail at Google (And it’s not hard to believe, she told the audience at Women in Power, as she reflected on her own changes in personal, professional and consumer behavior over the course of of the last three years.

And then 2022 brought a new set of challenges with consumers facing financial uncertainty, once again impacting buying behavior, including purchase intent. All of this, Fitzgerald said, ties into brand purpose, as consumers have become more connected to personal values, which directly impacts how they buy.

“Whether someone chooses to buy an electric car to do their bit for sustainability in the environment, or simply direct their $5 to a black-owned cafe, consumers are actively buying their values ​​in almost every transaction. today,” Fitzgerald said. “Now, at the same time, consumers are experiencing rising prices for essentials like gas, groceries and rent, so they are being forced to make tough choices about how and where to spend. . We’re seeing a significant increase in consumers buying deals, looking for ways to stay on a budget, or even buying in bulk to save. However, the importance of value has not diminished the importance of values. »

– Advertising –

Again and again, Google shows that search and purchase data proves that “it’s not one or the other, it’s both and more,” she said.

One of the ways personal values ​​show up when consumers search Google is in the modifiers consumers use. A “magic” keyword for queries is “for”, which serves critically to share a consumer’s personal value and identity – for example, a search for “long-lasting hair products for graying hair”, which not only shows that the consumer wants to find environmentally friendly products, but also indicates their age.

“It really changes your ability to meaningfully connect with them and understanding their identity makes you more likely to serve them and delight them with your product and what you have to offer,” Fitzgerald said. This analytics data is also relevant, she said, as prices continue to rise as consumers search for key items with modifiers for promo codes.

According to Google data, searches for the terms “cheap” and “best” together have increased by 40% year over year. Searches for “designer outlet” have also seen a 90% increase since last year.

In addition to price, durability has been a priority for buyers, Fitzgerald said, although consumers still want to find the best options at accessible prices. With that in mind, Fitzgerald singled out fast fashion brands as a potential winner if they continue to offer more sustainable options and scale on environmental impact.

“Our main goal is to be useful and we really respect the opportunity to respond to the identities and values ​​that people share with us when they search,” said Fitzgerald on his team at Google. “Our goal is to partner with many brands like all of you to make sure you can go beyond just talking about your brand values ​​and embed and activate them in every touchpoint as differentiating features of your product and service. »

Leave a Comment