As a long-time marketer, it’s been fascinating to watch industry conversations evolve over the years. One big trend I’ve noticed is how the conversation has shifted from “me” to “we.” Not just “me” in the personal sense, but even “me” in the brand sense.
Today much of our work as marketers has a larger impact on the “we” portion – on the business, on our customers, on our industries, and the world as a whole. It’s an enormous responsibility and opportunity that cannot be ignored.
Attending the Cannes Lions festival allowed me to meet with some of the world’s biggest brands to explore a variety of these macro marketing topics – from the value of diversity, to the culture of change in an organization, to even broader world issues like climate change. In particular, I was thrilled to set up camp in the inaugural Goals House, where a number of businesses leaders discussed how we as brands and marketers can deliver on the UN Sustainable Development Goals (SDGs).
Brand social good: An imperative
Let’s dive in a bit deeper into this shift and its evolution. With such a plethora of large-scale contributing factors, consumers can feel helpless in the fight to address so many of these world challenges. However, one way they’re exercising their power and voice is through the products they buy.
Recent data shows that 86% of consumers believe that companies should take a stand on social issues and 64% are ‘very likely’ to purchase a product based on that commitment.
As the realities of these global issues become more and more apparent, a commitment to sustainability and corporate social responsibility (CSR) initiatives no longer fall into a “nice-to-have” category for brands – they’re business imperatives that have a real impact on the customer experience and the company’s bottom line. Brands have a responsibility today to come together around important common causes to effect positive change in these areas.
Specifically, consumers are looking for brands to step up as partners in their quest to do good. This partnership pays off for brands as well – when brands have a close connection to their larger purpose, customers relate to it on a more personal level, which ultimately supports loyalty and completes the customer experience.
Complete the CX by connecting to a larger purpose
Brands like Patagonia, Dove, and TOMs have all taken a stand on the issues they care about, whether it’s the environment, body positivity, or giving back to those in need.
Patagonia doesn’t mince words when it comes to their sustainability mission – it’s stated boldly on their website: “We’re in business to save our home planet.” Beyond this, the brand encourages customers to take action and recently launched Patagonia Action Works, which connects activists with grass-root causes.
The Dove Self Esteem Project is a prime example of a brand listening to consumers, then supporting their interests and concerns. The campaign offers resources for parents, teachers, and youth leaders to help deliver self-esteem education to young people in order to build their confidence and fulfill their potential.
TOMs is well known for innovating the 1:1 giving model: buy a pair of shoes and TOMs will donate another pair to someone in need. This instantly elevates the customer-brand connection from a transactional relationship to one where the brand is helping customers become part of a bigger movement.
In all cases, a brand commitment to social good has allowed them to engage with customers in a sincere, authentic way; demonstrating the value of working together to positively impact the world; and creating customers for life in the process.
The power is in the hands of brands
As we move towards 2020, the effects of issues like climate change become even more real. I’d like to issue a call to brands: Realize the power you hold over consumer choices, and use that power for good – encourage consumers to follow positive trends.
88% of consumers say they want brands to help them improve their environmental and social footprint. It couldn’t be more clear – brands must take advantage of this resolve to not only strengthen customer relationships, but, more importantly, perpetuate positive change.
Use your powers for good. Learn more about sustainability and corporate social responsibility initiatives here.
This post was first published on LinkedIn, and has been syndicated here with permission.
