The way brands need to talk to consumers has changed. They have expectations of companies in terms of sustainability, transparency and the long-term benefits to society.
Companies need to communicate their values and call out issues they support on social media as part of their corporate social responsibility programs and weave them into the culture of the brand. According to ‘Championing Change in the Age of Social Media’ research, two-thirds of consumers say it’s important for brands to take a stand on social and political issues. And the place to do it? 58% are open to brands championing these causes on social media – the #1 channel for receptivity amongst consumers.
So how can brands use their social media channels, existing and new, to speak out? And if they do, what’s the best way to go about it ethically and sensitively? Let’s find out how your brand can advocate successfully on social networks.
Should brands take a stand on social issues?
It’s evident that customers now expect brands to have a purpose. There has to be something behind a brand that a consumer can believe in. Taking a stand on social issues is an effective way to demonstrate what your brand believes in and can reap rewards in these ways:
1. Boost your following especially amongst Gen Z & Millennials
A recent Gallup study found that those aged 18 to 29 are more likely to say it is “extremely important” that businesses operate in an environmentally sustainable way (77%), reduce their carbon footprint (73%) and focus on long-term social benefits. Bodyform’s ‘Womb Stories’ is a great example of a campaign that resonated. Focused on highlighting issues that affect women such as infertility, menopause and endometriosis, the animations generated a strong reaction on its social media platforms seeing 1.1 million views on Instagram and 3.4 million likes on Twitter.
(The following video by Bodyform contains a trigger warning: images of needles and portrayal of baby loss.)
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Find out more about how to cater to Gen Z in your campaigns.
2. Increase revenue
Consumers expect to see a brand’s stand reflected in its business and operations as much as in its marketing.
According to ‘The New Cascade of Influence’ Edelman report, trusted brands can command a premium – with 59% of respondents agreeing that brands they trust and brands that do good in the world (55%) are worth paying more for.
This shows the power of putting your voice behind an issue that matters to your customer but more importantly, you can prove it through actions as a brand.
3. Gain trust and brand loyalty
Brands want customers that are loyal to their brand. It not only means they will return and repurchase but also spread the word to others in a way that attracts and influences them.
When brands take action on societal issues, the Edelman report found they see at least a 4x multiplier of the likelihood of purchase, while 67% of consumers are more likely to stay loyal and advocate for them.
Customers expect brands to not only speak out on issues but also practice what they preach through actions such as where they do business, their supply chain and how they treat employees.
4. Raise brand awareness
With an emotive campaign that highlights an important social issue, the potential to go viral is significantly increased. When people care about a cause they want to share it far and wide.
A great example of this is LEGO, a power brand recognizable by its name and logo instantly. LEGO’s ‘Let’s Get the World Ready for Girls’ campaign aimed to fight against gender stereotypes to celebrate girls who rebuild the world.
The brand partnered with The Geena Davis Institute to research gender norms and play and found that ‘girls feel less restrained by and are less supportive of typical gender biases than boys when it comes to creative play.’
The campaign was shared across social media platforms to share and amplify the message.