In the modern business world where consumers demand more in general, brands are required not only to act as ambassadors for social causes but to also incorporate this principle into the very core of its identity.
For pioneers, this translates to going beyond the traditional marketing approach and committing to societal change. This is a goal that is in line with the evolving demographic of conscious consumers.
Beyond Surface-Level Activism
The key to authenticity all starts with a little bit of consistency.
For brands that wish to have a real impact, superficial participation in social causes is no longer an alternative. This involves a shift from one-off events to a systemic approach, integrating these principles into day-to-day operations, employee training, and product development.
Brands have to live their values through all their business practises if they want to be seen as authentic and reliable. This can be done by ensuring consistency in their messaging and making smart social responsibility decisions.
Image source: The Body Shop Malaysia
For example, The Body Shop has a long history (over 35 years) of upholding social justice and environmental protection through ethical cosmetic purchasing, while also taking part in activism. These actions show that they are not only leading the change but also transforming industry culture and customers’ anticipations.
This level of participation is the difference between being just participants to becoming actual leaders in creating real social change.
Influence and Impact
In this globalised world, brands influence the norms and the public discourse. Proper usage of this influence encompasses not only advertising messages but also community involvement, dialogue creation, and organisation partnerships that affect the impact.
Image source: Apple
One of the best examples of how corporation join forces to promote global health projects is especially illustrated by Apple’s partnership with (RED) to fight AIDS, demonstrating that when brands channel their reach and resources towards causes, the effects can resonate globally.
Risk Management
The challenge of social activism is crucial in brand management, as effective risk management requires a deep understanding of the brand’s target audience and respond prediction.
Image source: Vox
For example, when Nike initially went through a backlash for supporting Colin Kaepernick, but ultimately saw a surge in their sales numbers and brand power among its core target market. It must be strongly reminded that brand authenticity and consistency are very important. Performative activism is easily detectible, and if noticed, could lead to a lot of bad press.
The best approach of managing the risks of brand activism will be through promoting an ongoing conversation with stakeholders and evaluating their reaction to fine-tune the approach. This could turn negative incidents into an opportunity for brands to exhibit their companies’ values and increase customer loyalty.
Social Justice and Sustainability
Image source: The Wall Street Journal
This ice cream brand is well known for their social activism causes, from environmental sustainability to social equity. Ben & Jerry’s activism causes consist of getting Fairtrade-certified ingredients, reducing carbon footprint and fighting for climate justice.
The company is also prepared to deal with issues of racial justice, LGBTQ+ rights and refugee support. The brand’s activism isn’t only through marketing campaigns, but also includes lobbying for policy changes and cooperation with nonprofit organizations to bring about real effects. Some of their work can be seen on their issues page.
Ethical Principles and Popular Movement
Image source: LUSH
Lush has a reputation for its ethical products and their campaigns against animal testing. They are popular for their fresh, non-animal tested, environmentally sustainable handmade cosmetics. Their “Fighting Animal Testing” campaign is an integral part of their brand, aiming to work towards a global ban on animal testing for any cosmetic products.
Lush also promotes grassroots activism through a project called “Charity Pot”, where a 100% of the sales price of the product (minus taxes) goes into the Charity Pot fund which supports small scale organisations and campaigners in the areas of animal protection, human rights, and the environment. To learn more, visit their website to view some of their campaign stories.
Final Thoughts
Adopting an approach that includes real, consistent dedication to social causes not only leads to positive societal change but also to an increase in both brand value and strength. In the present market, consumers are looking for brands that can relate to their personal values and show a real dedication in making a change. This change in consumer behaviour towards conscious consumption implies that brands have to be actively involved with important social issues and at the same time show a real commitment to promote positive changes.
This is not just a case of surface level activism, it’s about integrating social responsibility into all processes of a brand. Transparency plus accountability is key in gaining the trust of consumers. Through open exchange of their goals, achievements, and challenges, brands can show that they are truly genuine with their audience.
