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Consumer Social Opportunity (CSO)

Today’s consumers build identity through the collection of brands they associate with. However brand aspiration is meeting a global shift by consumers to evaluate brands based on their social footprint.

The “enlightened consumer” is especially visible in the under 25 year-old generation, significantly impacting business in emerging markets, where younger populations are most dominant.

Consumer Social Opportunity views a society's needs as market needs - and accepts brands and campaigns have powerful social as well as commercial influence.

Consumer Social Opportunity links an ownable social development proposition with a brand/company’s natural strengths. The company builds its relationship with both the consumers and their communities.

CSO is not about a new advertising strategy. CSO is a long-term philosophical commitment that works to build consumer relationships based on values as the corporate added-value proposition.

CSO can’t make a bad product or company good. But it can generate astonishing returns on investment for marketing and significantly contribute to consumer and employee loyalty.

Marketing 1.0 world

Companies build consumer affinity which generates sales which fuels profit. Government initiates social policy generating positive development funded by corporate tax assisted by Corporate Social Responsibility donations to NGO/CBO/FBO.

Marketing 2.0 world

Companies embrace Consumer Social Opportunity builds stronger consumer relationships WHILE exerting positive social/community influence becomes a deeper, more integral part of the consumer’s identity resulting in more profitable consumers and more loyal employees.