The world is on the move. Trade tensions are rising, prices are rising, and European consumers are turning away from American brands en masse. According to Kantar's Consumer Sentiment Barometer, more than half of the Dutch point to economic policy as the cause of their financial worries. 83% adjust their lifestyle. And that is reflected in buying behavior.
And the recent introduction of import duties by the US Trump administration? This puts extra pressure on the boiler. What is intended as American protection policy leads to irritation and boycotts in Europe. Large American brands are increasingly being avoided. European brands have a unique opportunity to make a difference. But then they have to offer more than just a good product. They need to engage their customers. Really involve and connect.
From customer to co-owner
More and more consumers are looking for brands that stand for transparency, sustainability and ownership. Brands with a purpose. Research by Nooshin Warren (University of Arizona) shows that purpose-driven companies such as Nike – which spoke out against racial inequality with the controversial Colin Kaepernick campaign – actually retain loyal customers in the long term despite short-term resistance.
And that is exactly where the opportunity lies for European companies. Not by shouting louder. But by sharing. With your customers. By means of share capital.
Sharefunding as a strategic move
Through sharefunding, you don't just let customers buy, but help build them. Companies such as SharePeople, Grutto, Boerschappen and European Sleeper raised millions of euros through their own supporters. But more importantly, they built a brand with fans as ambassadors. Fans who literally and figuratively own the success.
Boerschappen raised 4 million euros in four days. European Sleeper: half a million in just 16 minutes. LABFRESH collected 1 million through bonds from 331 loyal customers and even goes so far as to have the names of their investors on the wall of their stores. A powerful example of how to turn customers into real investors, by being completely congruent in your story and approach. The result? Not just funding, but also marketing, PR and community - all in one move.
Stocks such as marketing, PR and identity
A share is not just capital. It's a statement. It shows what you stand for. Share your shares with your community and you'll get loyal customers, spontaneous content, and a brand story that spreads on its own.
That is not something for the future. That is already happening. Eyevestor facilitates this process and provides companies with the tools to issue and manage their shares – completely digitally. So that you keep direct lines with your vestors. Because a vestor invests not only with money, but with commitment.
Why now?
The economic conditions are forcing companies to make new choices. At the same time, an opportunity arises: European consumers are looking for brands in which they recognize themselves. Brands that are rooted in the region. Who are open about their mission. Who dare to share.
Banks are no longer the obvious starting point for growth. And honestly: why would you borrow when you can also build on your own capital? As Kirsten Marsman of Buying a Cow Together aptly put it: "With sharefunding you can take the next step together with your own supporters."
From debt economy to share society
My conviction for this is not plucked out of thin air. During my years as a banker at Citigroup, I saw first-hand what goes wrong in a system that runs on debt. It made me realize how crippling reliance on debt can be – for companies and their customers. That is precisely why I believe that things should be different. And that things can be done differently.
Eyevestor wants to get rid of the system in which debt is the norm. Sharefunding offers an alternative: a fairer model in which customers, employees and fans can grow with them. More than 100 companies now manage more than 80 million euros in shares via the platform. Without banks. Without complicated structures. But with ownership.
The invitation to entrepreneurs
The time of external dependence is over. Now is the time to turn your customers into co-owners. Not just because you can. But because it is necessary. For your growth, your brand, your community.
Dare to share. Dare to grow. And let your customers be the engine of your success.