If there’s one word you can use to describe water, it’s versatile. You can have it bottled, flavored, carbonated—you name it! Even the most basic of commodities has had the touch of today’s modern innovations. Sure, we celebrate the fact that people are more empowered into creating a million different ideas at any given second, that’s applaudable! But at the same time, grocery shelves are getting cramped, the market place is getting noisier, it’s harder to differentiate yourself, and much more challenging to catch people’s attention.

Switching to a Bigger Picture

On the surface, we are drowning. Because there’s so much to choose from, it’s easy to get an overwhelming sense of option paralysis. That’s why products don’t last for too long. And that’s why marketing teams work extra hard to come up with more compelling ideas, heartwarming strategies to get attention and draw in loyal customers.

You know why? Because people don’t buy just for the sake of buying a product anymore. People want the cause behind it. A Huffington Post article shares that in a heartbeat, 94% of consumers would switch brands to support a cause:

Simply put, people want to do good by buying. But don’t take our word for it. A recently released study by cause marketing firm Cone LLC announced that an astounding 94 percent of consumers would switch brands if one carried a cause and another did not. When factors like cost and product type were equal, 94 out of 100 people would choose to buy the product that supported a good cause. That’s a staggering number that proves consumers are always looking to spend their money on things that contribute to a better world. That’s the type of overwhelming, hit-you-over-the-top-of-the-head, slam-bang news that companies should be heeding. With 94 percent of consumers concluding that they simply want their shopping to do good, companies need to step up their game and recognize the powerful opportunity—and potential challenge—they face in light of an empowered consumer citizenry that’s ready to put their dollars where the good causes are.

Connecting the Dots

Is it a matter of existential discourse? Maybe so. People crave connection, even in choosing which products to buy. People need you to tell them why you’re doing something—because in the face of a multitude of choices, you have to set yourself apart by painting a bigger picture.

People don’t just want to buy a product; they want to join a cause. While they can and probably will buy a product, that choice will always be trumped by an opportunity to join a just and worthy cause.