Adrenaline’s Chief Experience Officer and Believe in Banking’s Editor-in-Chief talks about purpose-driven brands in banking and their stance on social justice
Thursday, January 21, 2021 – In the recent American Banker article Truist’s Marketing Pact with NFL Has Social Justice Hook, Adrenaline’s Chief Experience Officer and Believe in Banking’s Editor-in-Chief Gina Bleedorn describes how consumers are trending toward brands that take a stand. She says, “What we have all observed post-COVID is this hyper-acceleration of consumers trending hard to purpose-driven brands and even demanding purpose if brands don’t have them.”
By working to deepen connections with causes important to their audiences, financial brands like Truist are tapping into what Accenture labels as “purpose-driven banking.” It’s a shift Believe in Banking outlines it this way: “As people collectively reel from the dual crises of COVID and widespread social unrest, real human connection is at a premium – especially when it comes to a subject as emotionally weighty as personal finance.”
In the article, American Banker notes that companies and especially FIs are moving more toward creating connections with “big causes or movements” in the wake dual, nationwide challenges of a pandemic and racial injustice. As a way of building trust, Gina calls out this movement to mean more, saying, “In a way, this is making a statement about what their brand stands for. They haven’t done that in a big way. This is that way. It’s big, but I think it’s smart.”
See the full article in American Banker for more information on Truist’s partnership with the NFL. A leading provider of financial services information, American Banker engages decision-makers in banking with the latest news and industry insights from an authoritative community of analysts, practitioners, and innovators.
Stay tuned to Believe in Banking for the latest data, insights, and best practices in financial services and to Adrenaline’s Insights for powerful brand and branch solutions for banks and credit unions. To speak with one of Believe in Banking’s thought leaders or Adrenaline’s industry experts, contact us at info@adrenalinex.com.
Adrenaline is an experience design agency that creates and implements end-to-end branded experiences through creative and environmental design. We enhance our clients’ customer experiences across digital and physical channels, from their branding and advertising to design and technology in their spaces. After transforming an organization’s brand, Adrenaline extends it across all touch-points — from employees to the market to in-store environments. And, we focus on serving industries that sell human experiences including financial, healthcare, sports and entertainment.
