In this age and era where Millennials have proven time and again that they are increasingly being interested in corporate social responsibility, many companies have taken up the challenge and incorporated social responsibility (CSR) in to their brands. Studies have shown that more than 85 percent of millennials correlate their purchasing decisions as well as willingness to recommend a brand depending on the social efforts the company is making. Therefore, businesses selling to millennials cannot afford to ignore the opportunity of creating social goods.
Most companies that have already adopted CSR have witnessed tremendous changes in their workplaces as well as massive returns on their investment as a result.
Companies that are interested in tapping on the loyalty-building potential of the social good space have great opportunities of pushing the boundaries of charitable giving. However, as a company looking to have a solid ground in social responsibility, you have to act the part. Your entity must show commitment to its course. Of course, if you say that you support socially responsible causes but don’t follow up with it, your company may quickly be termed as disingenuous by the public.
To enable you establish a brand that is agreeably socially responsible, here are a few factors that brand managers and executives should keep in mind;
Support social causes related to your brand
When planning on engaging corporate social responsibility, start by evaluating how meaningful your brand’s social responsibility plan will be beneficial to both the community and your company. Keenly take into account the impact of your brand’s CSR efforts both in the short-run and in the long-run. Whatever your brand stands for, your corporate social responsibility plan should follow this route to ensure that you do not get mixed up in the process by supporting a course that is parallel to your mission. Ask your customers what they would love to see you do and what they believe is best aligned with the mission of your brand. Remember, you have to make your message sincere and determine how much it truly reflects on your brand in general.
Get your consumers involved
It is highly important that you get your customers involved when it comes to incorporating corporate social responsibility into your brand. It allows the impact of your plan to be much greater and hence create a stronger resonance with your customers. For example, there are various corporations that have incorporated marathons into their CSR plans as platforms for fundraising towards their cause. Most of these marathons have become very popular over time and contributed largely towards the companies CSR projects as well as their own profits.
Don’t just do good, be good!
Asides from doing great things for the society, it is paramount that you understand your brand has a part to play as a positive example to the world. The global business community is known to be a positive force that is expected to perform beyond the par. Weave your brand’s purpose into its mission for positive social impact and the results will be outstanding. Customers respond well to the branding that defines a brand’s core values as what it can provide and give back instead of what it can offer or sell.
Don’t be too loud or forthright about social responsibility
Being too forthright about social action by your brand can seem like a ploy to gain more customers to your business. As a brand, quietly promoting CSR efforts is the way to go. If your customers believe that your social missions are genuine, they will voice their opinions via social media, word of mouth, and definitely act as your brand advocates in the streets.