Building a business and making the world a better place: CSR at the core of your brand
“Unilever threatens to stop advertising on social media”. It was just as big news. The food giant believes that parties like Facebook and YouTube are doing too little to limit racism, division and hate speech. Adidas and Mars also came to a similar conclusion earlier. Acting like this is a big step for brands, especially in the Golden Age of social advertising. Big in message, but also in strategy. Because it says something about you as a brand. Fact: As a market leader, you now have the opportunity to make a statement when it comes to corporate social responsibility (CSR). It is a crucial time when society gets up faster and easier than ever. For and against brands. It requires transparency and responsible initiatives. Reason enough to ask yourself as a brand: How can I do my bit?
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
Rather be for each other, deal more consciously with each other and also come out (dosed); in our opinion, it should be reflected in every brand strategy. Knowing and daring to stand for what you find important with an eye for your interests, without completely ignoring those of others. It's possible. Above all, be proud if you do it, but do it for the right reasons. Otherwise, there is nothing left of your credibility. In our case, we organized three editions of Running for Lyme, something in which we are closely involved for personal reasons. You don't have to shout it from the rooftops either, but if people ask, you can definitely mention it. It can be something that your target group recognizes and can identify with. And that fact can go a long way; it is the way to not only reach people, but also to retain them.
What you value as a brand or company can fraternize you and your target group. Building a strong brand and making the world a little better? That is certainly possible. And we can't wait!
