The Importance of "Why" Taught by Waze and Too Good To Go
What can we learn from a user-driven GPS app? (Hint: It’s more than directions.)

Younger consumers are demanding more out of brands. With 90% of Gen Z consumers believing that companies must act to help social and environmental issues, and 75% willing to do research to see if a company is being honest when it takes a stance on issues, brands are being held to higher standards than ever. So how can brands be sure they’re hitting the mark when it comes to purpose-driven initiatives?

Enter Waze + Too Good To Go. The user-driven navigation app and new food waste app that alerts users of unused, leftover food from restaurants is an unexpected partnership that we didn’t know we needed. 

The mission of this partnership is two-fold: navigating Waze’s user base to economical food options during their journeys, and decreasing food waste at the same time. This creative partnership can act as a straightforward model for other brands to learn from as the trend of purpose-driven branding continues to grow:

  1. Purpose-Led, Profit-Enabled. Finding an authentic purpose for your brand is the first step, but having a clear ‘why’ doesn’t always mean your company has to be a nonprofit organization. This partnership attacks food waste and supply chain issues head-on, while also benefiting restaurants and consumers alike by cutting costs. 
  2. Prioritize Authenticity. Empty promises, confusing partnerships, and initiatives that don’t align with your values won’t cut it. When defining your brand's ‘why’ remember to be consistent, clear, and action-oriented. When done right, your "why" should consistently be the foundation for everything you do. It’s about talking the talk and (arguably more importantly), walking the walk. 
  3. Root in Consumer Insights. Price and inconvenience are ranked as the highest reasons consumers don’t shop more sustainably. With this insight in mind, Waze + Too Good to Go created an affordable, inexpensive solution that’s right at the users’ fingertips. By incorporating this feature directly into the app, there is an extremely low barrier to entry for the 140 million users already on Waze to make more sustainable choices. 
  4. Incorporate Humanity. Incorporating a human-first personality into tech giants like Waze is critical in connecting with consumers. By partnering with a purpose-driven company, Waze is incorporating more ways to forge an empathetic connection with its consumers — which is critical for increasing brand loyalty, especially among more skeptical younger generations.

By following the example of successful brand partnerships like Waze + Too Good to Go, organizations can craft their own creative partnerships to benefit their brands, their consumers, and — most importantly — an overall cause.

Curious about defining your “why”? Reach out to us! We’d love to find creative new ways to connect you with your consumers.