For example, you can buy a purse from Gigi Hill bags to look stylishly organized, or you could view it as an opportunity to build a business. You can purchase a wood floor, but a bamboo floor is a greener option for the socially conscious.
You can hire a construction company that submits the lowest bid, or you can work with the firm with the highest safety standards and most safety awards.
You can buy parts made in China or parts made in the USA.
You can go to dinner at a local restaurant or you can buy a meal from a local restaurant that is supporting a local charity.
Often times, peripheral buying considerations become the themes on which a marketer can build community: opportunity, sustainability, safety, patriotism and charity.
In business and in life, when purchases align with individual beliefs, the brand message is strong and powerful because people want to feel good about what they buy.
How does your product or service make people feel good? What can you build your community around?