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Consumers tend to treat businesses the way they treat other people — holding them to certain standards and building relationships with ones they have faith in. They're expressive with their dollar and want to engage with companies that won't let them down Cleared They highlighted the bees’ plight by setting up a fake florists plagued by disappearing flowers (much to their customers’ surprise!) to spread the message that, “a world without bees is a world without flowers.” With more than two million views for this video alone, they had their finger on the pulse of public opinion with this video. If you can style out your own story like this, you might just earn the emotional (and financial!) investment of your customers