Align your Brand with a Social Cause
Passionate, award winning Editor and technology expert for print media. Over 20 years experience across all media channels including broadcast TV, print ads, interactive media, digital media and emerging technologies.
If your brand doesn't support social causes, you are certainly ignoring a huge audience.
Consumers don't just like when companies incorporate social good into their business models — they've come to expect it, whether it's through corporate social responsibility (CSR), cause marketing or "good" content. In fact, 90% of Americans say they're more likely to trust and stay loyal to companies that actively try to make a difference.
Studies also show that 88% of consumers would buy a product with a social or environmental benefit, and a surprising 84% would tell friends and family about a company's CSR efforts.
Social causes have become an integral part of branding as companies look to attract and retain customers.
With Nielsen showing 55% of surveyed consumers willing to pay more for products from cause-supporting brands, companies are incorporating advocacy for pro-social issues like gender equality, same-sex marriage and shifting gender identities.
Brands from varied sectors have been leveraging this trend to stay connected with their audience.
For instance, Mahindra & Mahindra initiated a massive digitallydriven crowd-funding campaign to help improve the lives of our farmers. Named #SeedTheRise, the initiative got donations pouring in through digital amounting to Rs 1 crore; this was matched by Mahindra with another Rs 1 crore to add up to Rs 2 crore for our farmers.
However, enhancing a brand in the name of a social cause can be tricky, but the reward goes beyond the bottom line. The company needs to be genuine and shouldn't underestimate the consumers' intelligence by simply jumping on this model. ‘Causewashing' is a serious matter, and your consumers may smell it a mile away.