When it comes to consumer behavior, the reasons behind why people purchase from a brand are often more complex than they appear. While many brands emphasize their missions and ethical commitments, the primary motivator for most consumers often boils down to personal benefit. In this blog post, we’ll explore the case of Flashfood, an innovative app-based marketplace that aimed to save the planet and help families, but found that the real driver of consumer purchase was personal savings.

The Flashfood Example: Balancing Mission and Value

What is Flashfood?

Flashfood is a pioneering app designed to reduce food waste by selling near-expiry food at a discount. Launched in 2016, it has diverted over 90 million pounds of food from landfills and saved shoppers over $200 million.

The Mission Behind Flashfood

Flashfood’s mission is clear: to reduce food waste and provide affordable groceries to those in need. Its branding emphasizes sustainability, with a green leaf logo and phrases like “Help us reduce food waste” prominently displayed.

The Disconnect: What Customers Really Value

Despite Flashfood’s mission-driven marketing, Chief Customer Officer Jordan Schenck discovered that the primary reason people used Flashfood was not to save the planet but to save money. Customers were more excited about the financial savings that allowed them to cover other essential expenses, such as home repairs or school supplies for their children.

Understanding Consumer Motivations

The Importance of Personal Benefit

While consumers may appreciate a brand’s mission, their purchasing decisions are usually influenced by personal gain. Savings, convenience, and quality often outweigh altruistic motives.

The Role of Emotional Connection

Building an emotional connection with consumers involves understanding their needs and desires. For many, financial security and the ability to stretch their budget are critical factors that influence their buying choices.

Case Study: Other Brands

  • TOMS Shoes: While TOMS is known for its “One for One” mission, many customers purchase their shoes for style and comfort first, with the charitable aspect being a secondary benefit.
  • Patagonia: Known for its environmental advocacy, Patagonia also emphasizes the durability and quality of its products, appealing to consumers who want long-lasting gear.

What Brands Should Focus On Instead

Highlighting Value and Benefits

Brands should focus on clearly communicating the personal benefits of their products. Highlight how your product can save customers money, improve their lives, or solve a problem.

Building Trust Through Transparency

Transparency builds trust. Share how your products provide value and be open about pricing, sourcing, and the benefits customers can expect.

Tailoring Marketing Messages

Personalize your marketing messages to resonate with the specific needs and desires of your target audience. Use data and customer feedback to understand what drives their purchasing decisions.

Leveraging Customer Testimonials

Showcase real-life examples and testimonials from customers who have benefited from your product. This not only provides social proof but also highlights the practical value of your offerings.

Practical Steps for Brands

Research and Listen to Your Customers

Conduct surveys, hold focus groups, and analyze customer feedback to understand their primary motivations.

Refine Your Messaging

Adjust your marketing messages to balance mission-driven content with clear communication of personal benefits.

Educate and Inform

Provide information that helps customers understand how your product meets their needs. Use blogs, videos, and social media to share stories and tips.

Engage with Your Audience

Build a community around your brand by engaging with customers on social media and other platforms. Encourage discussions about how your products benefit them.

Conclusion

While having a strong mission is admirable and can attract like-minded consumers, the primary driver for most purchasing decisions is personal benefit. Brands need to focus on clearly communicating the value and benefits of their products, ensuring that their mission enhances rather than overshadows these practical advantages. By understanding and addressing the true motivations of their customers, brands can build stronger, more loyal relationships.