The old adage ‘price is king’ could not ring any truer for grocery brands at the moment, as supermarkets cut prices to win back Britain’s shoppers. Typically, this proves challenging for brands as consumer loyalty is eroded by their desire to bag a bargain. However, as price dominates the headlines, it creates new opportunities for brands to strengthen loyalty and attract new customers through responsible ways of working.

Price wars prick the consciences of consumers and encourage them to think about how a product can be sold at such a low rsp. This creates a situation where consumers will start to look more closely at a brand, what it stands for and how it acts.

The price wars follow years of savvy shopping that have seen consumers grasp the true meaning of value. They want the best quality at the best price. This focus on ‘best quality’ includes a demand for responsible ways of working, which is where brands can move beyond price to win the hearts and minds of consumers.

Brands need to ensure they have a robust set of values in place - and shouldn’t just think of them as corporate values. Consumers are wary of ‘greenwashing’ - where brands are only acting responsibly in the interests of profitability.

Values will have more resonance if they are rooted in what truly matters to society and the stakeholders the company is serving. Brands can do this by asking stakeholders for their opinions and what they define as responsible ways of working.

Once brands have established this, it is more important to act with conviction and avoid the ‘hard sell’ of telling people how responsible a company they are. Digital communications and social media make it easier for consumers to find the information they want. Acting responsibly proves more credible if brands allow consumers to piece together the story themselves.

As price continues to dominate - and, realistically, it will always hold centre stage - brands need to find other ways to build consumer loyalty. Showing responsibility and integrity will help brands to create standout and connect with consumers on an emotional and rational level.

Andy Poole is a director at Weber Shandwick Manchester

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