How to Align with Social Movements
3 Ways to Align Your Brand
with Social Movements
Written by: Gabrielle Brisebois
Social activism has been around for centuries, and in recent years, social movements and their impacts have reached new heights with the rise of social media.
Today, businesses are expected to demonstrate corporate social responsibility by taking a stance and speaking out on issues such as the environment, politics and human rights. 57% of consumers will buy or boycott a brand because of its position on an issue, while 65% of belief-driven buyers (half of consumers worldwide) will not buy a brand when it chooses to stay silent on an issue.
When society speaks, businesses must listen. Here are 3 ways to align your brand with social movements:
#1 Be Authentic
86% of consumers say authenticity is important when deciding what brands they like and support. Therefore, projecting a sense of authenticity is a key marketing component for your brand during social movements, but if support is not authentic then sometimes saying nothing is the best thing to do.
Start by asking: “What does your company and brand stand for?” By aligning with a movement, companies have the opportunity to inspire both purchase decisions AND positive social change. In response to global movements, remain aware and responsive to changing attitudes, values and expectations.
#2 Have a Plan
Develop a strategic framework for when to take a stand on social issues online. Gather marketing teams to formulate an approach that reflects the company’s position authentically and clearly. Remember to place education and empowerment at the forefront of marketing messages.
#3 Make A Difference Offline
Customers, especially millennials and Gen Z, are holding brands to a higher social standard than ever before. Actions speak louder than words, so take time to review corporate values, implement the necessary changes at a deeper cultural level, and commit to making long term changes WITHIN the organization.
With organizations of all shapes and sizes using their social media platforms to offer support, aligning your brand with social movements will help gain likeminded followers and accelerate progress. Take a lesson from these companies by being the change agent you wish to see in the world.
For this blog, we’re concluding with a different call-to-action:
We must continue to share, educate ourselves, and care for those around us who need it most.
If you want to take direct action to fight systemic racism and support the Black Lives Matter movement, here are a few Canadian organizations that need your support right now: