From their work with purpose-led start-up teams, BurdaPrincipal Investments have made some observations where social purpose provides start-ups with distinctive competitive advantages.
Holidays are perceived completely differently by different people. Therefore, days such as Mother's Day or Father's Day do not bring up joy in everyone. Bloom & Wild, a portfolio company of Burda's growth capital arm BurdaPrincipal Investments, was one of the first companies to realize that campaigns with occasions like these can be difficult for some customers: Since last year, the company offers the option to unsubscribe from newsletters on sensitive dates. This initiative resulted in the Thoughtful Marketing Movement, which is now also starting in Germany.
More than 160 brands and agencies are already part of the Thoughtful Marketing Movement in the UK, and companies in Germany now also have the opportunity to participate in the campaign. Bloom & Wild is actively approaching like-minded brands that put the well-being and emotions of their customers first. Companies can also register online for the movement and become part of the community. To participate, brands must commit to offering opt-outs for sensitive content, and to customize mailings to their customers.
"At Bloom & Wild, our customers are our focus in everything we do. Of course, Mother's Day is especially important to many of them and to us, but it's also a difficult day for others," says. "By giving customers the opportunity to opt out of communications around Mother's Day in advance, we can make this time of year just a little bit easier for them. With the Thoughtful Marketing Movement, we hope to build a strong community for mindful marketing strategies."
Aron Gelbard, founder and CEO of Bloom & Wild
Especially in the current times, which gives some people a harder time than others, it is important to take care of your fellow human beings. Some 5,000 Bloom & Wild customers have already sent virtual hugs with the "Feel Hugged" greeting card from afar, and more than 3,000 women have sent flowers to other women to celebrate their successes. It's just as important to address them sensitively from a company perspective. The Thoughtful Marketing Movement gives the chance to decide which topics one wants to be informed about, and at the same time also allows brands to continue to address customers - but only to the extent that is actually desired.
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