RETAIL DOESN’T MERELY adapt to change – it fosters change, creates change and promotes change. Retailers who make a difference by effectuating change should be respected, admired and revered. Mark Twain, the celebrated 19th-century novelist, said, “The most important days of your life are the day that you were born, and the day that you figured out why.” Some will say that we are here to do good. In fact, some say that “doing good” is cool. And who is saying that? The shopping public is saying that, particularly Gen Z and millennial shoppers. The retailers who recognize this are the retailers who will succeed. The retailers who understand that it’s not just about selling in the post-pandemic world, but rather it’s about giving, are the retailers who will define the future.
In the early years of the 20th century, American retail evolved into a selling stage of dreams and desires. The great merchant princes at the time learned to capitalize on the aspirations and hopes of the shopping public. Helen Landon Cass, a popular radio personality, told a display convention in 1923: “Sell them their dreams. Sell them what they longed for and hoped for. Sell them this hope and you won’t have to worry about selling the goods.”
The great merchants of today recognize that desire isn’t merely about wanting the latest electronic device or a fashionable designer handbag. Rather, it’s about believing in something and standing up for that belief. Retailers today must recognize the concerns, challenges and convictions of an enlightened and forward-thinking customer base. As business leaders face the realities of post-pandemic customer engagement, they must look introspectively and ask an existential question: Why are we here? What would the world miss if we didn’t exist? What contributions have we made to the community?
Before putting pencil to paper, the retail design process begins with three simple questions: Who are you? What do you have to say? How do you say it? Today, however, that roadmap to strengthening and defining a brand image must go a step further.
It has often been asked, “Why do we love Apple as much as we do?” Some say it’s their cutting-edge technology, ease of use and regular software updates. Another often cited response is that we love Apple because everything they do, from the packaging to the product, is beautifully designed. A closer analysis, however, tells us that it’s so much more than that.
There are many brands to choose from when purchasing a computer or any other electronic device. Microsoft, Samsung, LG and Hewlett-Packard all make excellent computers, and they let us know that they do. They all begin the dialogue by telling us how great their computers are, how easy they are to use and how sleek and beautifully designed they are. They’re confident that this pitch will inspire us to buy their product.
It’s recognized that Apple also makes great computers, but the differentiator is that they begin the dialogue with why they make great computers. They tell the consumer who they are, what they have to say, and how they say it. They tell the consumer what they believe in. In many ways, they are selling a lifestyle beyond goods.
We buy Apple computers, smartphones, tablets and wearable devices because they stand for something: A commitment to well-being, making a positive difference in society and challenging the status quo – they dare to be different. Their vision statement reads: “To make the best products on earth and to leave the world better than we found it.” They continue the dialogue by saying that they challenge the status quo by making products that are sustainably produced, beautifully designed and easy to use. After explaining what they believe in, or why they exist, they feel confident in asking us to buy their product. Apple stands above the others because they invest in their beliefs, they invest in a purpose.
Loyalty begins with why a company does what they do, rather than with what they do and how they do it. Simply stated, people don’t buy what you do, rather, they buy why you do it. Apple recognizes that the people who buy their products believe in what they believe in. When someone buys an Apple product, they are connecting to the same ideals. They buy into the Apple story and belief system and want to be a part of that culture.
Clearly, retailers are in business to make a profit. But it’s the enlightened retailer who also wants to make a difference. Customers will lend their support to brands that are supportive of them. Doing good in the world has become a product offering and an attribute of the brand. Economist Milton Friedman advanced the narrative that the only social responsibility of a business is to increase its profits. He championed the notion that shareholder interests should be assigned first priority relative to all other corporate stakeholders. The natural deduction here is that a corporate leader works for the shareholders. It’s time to rethink that mindset.
As we venture deeper into the 21st century with higher levels of social awareness and empathy, the time has come to expand the aperture and look at the world through a broader lens. And as Louis Sullivan told us that “form follows function,” retailers of today and tomorrow must realize that profit follows purpose. The time is now for courageous retailers to stand up for more noble causes. It’s time to focus on human value rather than monetary worth. It’s time to focus on the capital of caring.