Building a business and making the world a better place: CSR at the core of your brand
“Unilever threatens to pull ads from social media.” For a moment, it was big news. The consumer goods giant believes that platforms like Facebook and YouTube aren’t doing enough to curb racism, division, and hate speech. Adidas and Mars have come to similar conclusions in the past. Taking such a stance is a bold move for any brand, especially in the golden age of social advertising. Bold in message, but also in strategy. Because it speaks volumes about your identity as a brand. The truth is: as a market leader, you now have the opportunity to take a stand when it comes to corporate social responsibility (CSR). We live in a time when society reacts more quickly and decisively than ever, both for and against brands. It calls for transparency and meaningful initiatives. All the more reason to ask yourself: how can your brand make a difference?
Peer pressure increases the need
Because what you do or don't do really counts for a consumer. With the advent of social media, peer pressure is greater than ever: we not only judge brands, but also each other and the choices that other consumers make. Social awareness is an important part of a cool image — for both brand and consumer. It is a topic raised by Bart Bruggenwirth, a pioneer in the field of CSR, endorsed in his book. He also sees that marketing and CSR are increasingly converging, and for good reason: it is a valuable addition to your brand promise and promoting it. It shows what you stand for and that says a lot to the critics. The group of people who want to be proud of the brands it associates with is growing. And as a brand, you can benefit from that without feeling guilty. Responding to socially responsible needs is a real win-win.
Your way of work under the microscope
Today, the critical citizen dares to challenge companies. A positive development and a welcome vote, if you ask us. This critical and often genuinely interested view provides input for parties such as B-open, Klooker and Rank a Brand. These parties look at the story behind your product or brand and thus not only stimulate transparency, but also actual improvement. How environmentally friendly is your production process, how are foreign farmers paid and what is the gender distribution within your organization? People are increasingly paying attention to companies that no longer turn a blind eye, but look the beast directly in the eye. The brands that dare to stand for a better world attract more and better people.
Be proud
Being a little kinder to one another, treating each other more consciously, and occasionally showing that to the outside world—that, in our opinion, should be part of every brand strategy. It’s about knowing what matters to you, having the courage to stand for it, and doing so with respect for others. It’s possible. And when you do, be proud of it, just make sure you’re doing it for the right reasons. Otherwise, credibility goes out the window. In our case, we organized three editions of Lopen voor Lyme, something close to our hearts for personal reasons. There’s no need to shout it from the rooftops. But when someone asks, it’s something you can and should share. It might be the very thing your audience connects with, something they recognize and relate to. And that connection? That’s where real brand loyalty starts.
What your brand or company truly stands for can bring you and your audience closer together. Building a strong brand and a slightly better world? Absolutely possible. And we can’t wait to help make it happen.
