I think it’s important to understand your customer for a lot of reasons, but realizing what might be affecting them or loved ones is the key to stronger relationships.
Having crafted eyewear and accessories for women between 40 and 65, I’ve grown a deeper understanding of the causes they care most about; and one of them also taught me about brand building with a greater purpose.
When I sat in the same room for the first time with people involved in The Pink Agenda, I noticed how they were there because of a person, not from a statistic.
Breast cancer is a cause that affected everyone in that room very deeply. Whether it was their friend, sister, mother, they all had that horrible reality in common.
Many of our customers at Vicci experience the same reality, and so when this chance first came along to partner up with The Pink Agenda, it was a no brainer for us to jump in.
Having been partners now for several years, we’ve seen the organization’s impact firsthand. They’ve managed to raise over $13.5 million for research since 2007.
And while that’s an amazing achievement, the money is far from the thing that defines them.
The Pink Agenda has operated a program called FAB-U-WISH which grants wishes to women who are battling breast cancer. This can be something as simple as a new dress, or as lavish as a trip to a certain location they’ve wanted to visit.
I recall hearing about this program and thinking, ‘that’s it. That’s what it needs to be about right there.’ Helping women in the midst of the biggest battle of their lives find solace. And proving that you should never stop dreaming.
From the brand perspective, this is a breathe of fresh air. People like us (business owners, entrepreneurs, marketers) tend to be caught up in press releases, business-centric events, and email newsletters. But this concept of granting a wish, and more specifically giving these women something to be excited about, is the only thing that truly matters.
So anyway, I’ll keep this brief.
The main reason Vicci Eyewear joined forces with The Pink Agenda is because they aren’t just doing something to look good. They are doing something tangibly good with impressive results.
As a piece of gratitude towards their organization, Vicci has sent them portions of sales of our Sofia frames in Pink Quartz.
We’ll keep showing up for The Pink Agenda and continue to learn from their ways.