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In a recent LinkedIn survey, I asked my audience, “How likely are you to engage with a brand that actively supports social issues?” It may or may not be surprising to some to hear that there is a “very high chance” that more than 3,000 votes were cast.
As the digital landscape rapidly evolves, consumers are no longer searching strictly for products and services, but are also looking to connect with brands that share their values and support social causes. As a result, many companies find themselves asking the important question: Should we embrace social issues and incorporate them into our brand identity?
Together, let’s delve into the complexities of this decision and explore the potential benefits and challenges of aligning your brand with social issues.
Related: Consumers are looking for stances on social and political issues. Are you ready to speak out?
Build stronger connections with consumers
Purpose-driven branding has emerged as a powerful marketing strategy that resonates with modern consumers. By aligning your brand with social issues, you can demonstrate your commitment to making a positive impact beyond profit. This approach fosters an emotional connection with your target audience, leading to increased brand loyalty and brand advocacy.
Consumers want to engage with brands that represent something meaningful, and this approach appeals to their emotions and creates a sense of trust and admiration for the brand. Brand loyalty is strengthened when like-minded consumers join your cause and become supporters.
However, reliability is very important. Consumers can detect dishonest attempts at purpose-based branding, which can lead to reputational damage. To be successful, make sure your commitment to social issues goes beyond marketing rhetoric and is deeply embedded in your brand’s culture and practices. This is explained in more detail below.
Related: 10 things entrepreneurs never want to talk about, but should.
Retain like-minded employees that drive results
Addressing social issues goes beyond impacting customer relationships and can have a significant impact on a brand’s ability to attract and retain top talent. The job market is more competitive than ever, and employees (especially younger generations) are focused on finding purpose and meaning in their careers.
They focus on finding opportunities that align with their personal values and provide not only financial support but also emotional support. If your brand is positively associated with an employee-first mentality, it’s likely to resonate strongly with job seekers.
We know that when companies champion social causes and strive to contribute to positive change, they send a powerful message about their core values. The result is employees who are not just looking for a job, but aspiring to be part of something bigger, where they can contribute to initiatives that are important to them on a personal level.
When companies address these issues, they not only attract talent but also retain employees, saving companies time and money.
Employees who feel that their contributions have a positive impact on society tend to be more motivated and loyal to their organizations. Brands that prioritize social initiatives enhance their reputations and create internal cultures that attract and retain loyal and engaged individuals.
Related: How to build your industry reputation from scratch
Overcoming the challenges of coordinating social issues
While addressing social issues brings many benefits, it also comes with potential challenges that require careful consideration. Let’s review some important factors to keep in mind.
Reliability is key – Consumers have become increasingly discerning and able to spot dishonest attempts to regulate social issues. It’s essential to ensure that your brand’s commitment to a cause is genuine and backed up by concrete actions.
This means communicating your stance all year long. For example, it’s a bad idea to advocate for Pride Month but not mention the importance of inclusivity in marketing from June onwards. To reiterate the above, these issues need to be part of who you are as a brand.
potential backlash – Publicly aligning yourself with certain social issues can lead to backlash from individuals and groups with different opinions. Before taking a stance, research the issue thoroughly and assess its alignment with your customer’s values. And when this backlash comes (and will come), don’t back down. If it really aligns with what you stand for as a brand, stick with it.
Bud Light is a great example. After the company partnered with transgender influencer Dylan Mulvaney, it sparked a huge backlash and boycott from many customers. Despite this intense scrutiny, Bud Light remained true to its values and stance on this issue.
avoid bandwagoning – This refers to using social issues simply as a marketing strategy without meaningful action behind them. Ensure your brand commitment goes beyond lip service and translates into tangible initiatives and partnerships.
to keep balance
Embracing social issues can be a powerful tool to connect with consumers, but brands need to be careful and find the right balance. Not all social issues align seamlessly with a brand’s identity and core values, and trying to address every possible cause can dilute a brand’s message and credibility.
Instead, the key is to identify issues that truly resonate with you. Conducting thorough research and soliciting feedback from both internal stakeholders and your audience will help you identify the most relevant and impactful causes.
Brands should consider partnering with reputable nonprofits or putting resources into projects that directly address identified issues. Transparency in these efforts is critical, as consumers value authenticity.
Embracing social issues can be an attractive strategy for brand-consumer connections, but requires a careful and balanced approach. Brands need to choose the causes they associate with and ensure alignment with their core values.
If executed carefully, brands can create deep and lasting impact while strengthening relationships with consumers who share their values.