Consumers are keen on purchasing from brands that align with the causes that matter to them. Before buying a product, they are also more likely to research the culture of a company and the causes it supports. The results of a Nielsen survey of more than 28,000 people in 56 countries identified these findings:
- 66% believe that companies should support sustainability
- A majority of these consumers (63% in the study) are under the age of 40
- Most are willing to pay more for socially responsible goods and services
They also identified 5 causes that matter most to socially conscious consumers:
- Ensuring environmental sustainability
- Improving training and education in science, technology, engineering, and math
- Eradicating extreme hunger and poverty
- Increasing access to technology
- Providing relief during natural disasters
Using these issues as a starting point, brands can develop solutions that drive meaningful action while at the same time igniting brand trust. Follow these 7 tips for developing a socially conscious brand:
1. Educate Your Audience and Be Transparent
Today, brands have a greater responsibility for transparency and keeping their customers informed so they can make the right decisions. Transparency about your brand’s activities increases customer trust and positively influences brand loyalty. Remember, if you’re not providing full transparency, someone will. One strategy is to admit that something you’re doing isn’t exactly socially correct and then launch a campaign to show how you are going to be better.
2. A Great Name Matters
The name of your campaign will be the foundation on which your content will be built upon. Make sure it is relevant, easy to remember, and unique. All these factors will be important when sharing content on social media.
3. Connect with a Cause
Choose a cause that will match your company culture and will matter to your audience. Do not choose a random cause. Opt for a cause that will fit naturally with the brand. It’s unlikely that your efforts will be successful if consumers cannot connect your brand with your chosen cause. For example, TOMS Shoes famously donates a pair of shoes to a needy person for every purchase made.
4. Authenticity Matters to Consumers
Authenticity is best demonstrated when a company ties a cause directly to its mission and services. This means incorporating social responsibility into all aspects of your business from how products are created to purchasing materials and running factories. (Patagonia is a great example). If the cause isn’t immediately obvious, use social media to tell your story and explain why it matters to you and your employees.
5. Don’t OverDo It
Be careful not to over-promote your brand. One way to do this is to post relevant industry news in between marketing campaigns. Try to follow the 80/20 rule where 80% of your posts are non-promotional and the other 20% are marketing related. Another strategy is to make it feel organic by posting fun things your followers would like.
6. Timing is Everything
Well-timed socially conscious content makes your brand stand out. This is especially true during times of the year when there are numerous ads in your niche. Due to increased competition, it’s even more important here to be sincere.
7. Consider Partnering with a Popular Non-Profit
Mutually beneficial partnerships can be created by partnering with a charity. The power of social media can be leveraged by calling attention to one another. Just be sure it’s a cause that’s relevant to your brand in some way. For example, Gillette has been a partner of Movember, the men’s health awareness charity, since 2012.
As you can see, developing a socially conscious brand has many benefits. It creates genuine loyalty with your customer base, enhances brand awareness while at the same time helping others. In order to stand out from the crowd, remember to be as genuine as possible and support a unique cause that resonates with your audience.
