Back in the day, it was common for businesses to focus on promoting their products by highlighting their characteristics. However, in the modern era of activism, it’s extremely important to pay more attention to the problems faced by communities they serve. This creates a positive image of your brand and gives your target audience a reason to prefer your products and services over those of your competitors.
Benefits of Social Activism for Your Brand
In the modern era, people see brands as social and moral leaders. They prefer brands that support a social cause. If your brand message resonates with them and they are interested in a cause you support, they are likely to become your customer.
Your target customers will start trusting you when you highlight the issues faced by the community. They will see a reflection of their own personality in your brand. This will motivate them to ditch your competitors and go for your products. This will also make your brand strategy more effective. If your existing and potential customers associate your brand with a particular campaign, such as human rights, it’ll be easier for them to remember and recognize your products. As a result, you’ll notice a significant increase in your sales and revenue.
A majority of consumers are willing to go for a brand that works for a cause. Even if their products are relatively expensive, they are ready to buy them because it gives them the satisfaction that the amount they are paying can benefit others.
Top Brands that Actively Support a Social Cause
The Body Shop is a leading manufacturer and retailer of skincare products and perfumes. It was founded by Anita Roddick in 1976. Within a year or two of its launch, the company became the leading cosmetic product seller in the UK. Aside from offering quality products, the brand also cares about for civil rights, environmental protection, fair trade, and animal rights. This social activism helped them raise brand awareness.
In 2017, Starbucks announced that they will hire 10,000 refugees over the next five years. This announcement was appreciated by millions.
Refinery29, in a survey, found out that around 91% of millennials drop a brand for another one that supports a cause. Therefore, the media company supports women rights and highlights the struggles women go through.
Benetton Group supports equality. United Colors of Benetton talks about racial topics, health issues, and politics. They also founded the Unhate Foundation in 2011. The organization strived to reduce hate and discrimination through art and education. Aside from raising awareness about this critical issue, it also helped the brand create a positive image in the minds of the target audience.
Social activism has become a must for brands in the modern age. It helps them spread brand awareness as well as boost sales. However, if you aren’t careful with brand activism, it can backfire and affect your goodwill, so make sure you thoroughly vet your social activism strategy before you implement it.