Educate and Empower Customers

While customers may be convinced a cause is important, they may not always know exactly why, or how they can get involved. Mamava addresses this knowledge-gap by making relevant information about nursing a key part of their identity. They educate customers about the benefits of breastfeeding, help businesses navigate workplace and public lactation laws, and have created an app to make it easier for on-the-go moms to find places to pump or nurse. The company also maintains a list of airports and stadiums that don’t offer accommodations for nursing moms, making it easy for people to reach out and request change.

Takeaway: Don’t make people work too hard to learn why your movement is important, or how they can support it. Make content that educates and empowers customers a foundational part of your marketing strategy.

Aligning with a movement is not just about being altruistic–it’s also smart strategy! Customers who feel like they are part of something bigger make great evangelists, as they are arguably more likely to share your company story with their networks. It can also can be easier to get media coverage if your business is in service of a social good, rather than just its own growth. 
While movement-building is not appropriate or desirable for every business model, it shouldn’t be overlooked because a product or service seems too niche or mundane. For example, a dog training company might focus on the freedom and enjoyment that dogs experience off-leash (e.g. “Experience a new paradigm of pet ownership. We believe all dogs deserve to be happy and free.”) rather than conventional promises of obedience and quick results.  A movement doesn’t have to be important to everyone in order to matter to your customers or make a difference in a cause you believe in!