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
