THE JAW-DROPPING TRUTH ABOUT THE VALUE OF VALUES
The Women’s March makes its return this coming weekend. Millions of women and allies will be making their voices heard, taking to the streets in solidarity. Where will your brand be this Saturday? Does that feel like a touchy subject? Should your brand “stay in its lane”? That would be a major misstep.
The landscape has changed. Here’s a staggering fact from Forbes:
“Shoppers prefer to buy from charitable companies because it makes them feel good. They know they’re part of something bigger than themselves and that their purchase is changing the world. This sense of pride upon purchase encourages even more purchases. If a customer is torn between your brand and another brand that doesn’t give to charity, they’ll likely pick you over your competitor. In fact, 81% of millennials say they want to support brands with corporate citizenship.”
The Gift That Keeps On Giving
Corporate social responsibility (CSR) began taking shape in the 1970’s, but was quashed in the self-indulgence of the 80’s. Earth Day lent a hand in the 90’s and 00’s, as did breast cancer awareness, and a sprinkling of other “causes” that were easily incorporated into marketable – the bottom line was still the bottom line.
The Living Brand is something we speak of a lot at TechSparq. It’s the feeling a brand gives you. In the same way that you likely know your close friends in a deeper, more profound way than you know, say, a casual coworker, those same bonds exist between your brand and your customers.
Help Me Help You
Perhaps the most important questions your brand needs to ask itself are these: Who are we and why are we doing this? The clearest example of this is a company that started from a place of corporate social responsibility, Tom’s. It’s easy to see who they are and what they stand for: They make shoes, and they give shoes to those in need. That pure and simple formula led to a values-laced cultural obsession. Tom’s continues to be both wildly successful and deeply philanthropic, having donated more than 100 million pairs of shoes, worldwide.
The potential pitfall for brands making their way into CSR is that inauthenticity is pungent. Take the time to really look at who you are and what kind of impact you want to make. It’s no longer enough to plan for next season – what’s your brand’s legacy?
