Volvo is widely known as a SAFE automobile brand. Though the message of being a “safe” brand may not be that appealing to millennials, Volvo instead incorporated the “safe” brand image with a campaign that benefited the larger community. More and more research shows the importance of corporate social responsibility/ good, specifically to millennials.
Volvo instead executed a campaign that aligned with their brand image, and helped the greater community and was even able to tie it back to cars, by creating a spray that illuminates cyclists.
Why I’m Curious: As brands realize the increasing importance of social responsibility, brands will also need to align with the ideals that their brand stands for, and then execute and demonstrate these beliefs. As brands become more strongly linked to their established ideals/values,consumers will also develop deeper and more emotional ties to these brands.