Okay, so here’s the thing: If some famous person is all about sustainability or social change, people are generally pretty cool with it, right?

But if a company tries to do the same, everyone’s instantly way more sus.

In a way, you can’t blame people, what with brands employing greenwashing in their advertising and making disingenuous attempts at championing social responsibility.

It makes sense – it’s much harder to take the word of an organisation whose core purpose of existing is to make money off people. Compare it to an activist who dedicates her life to campaigning for these causes – the difference is stark.

So does this mean brands should simply give up on such endeavours? According to a 2020 McKinsey US consumer sentiment survey, 60% of respondents care about brands who are conscious about the environment, opting to buy products with sustainable packaging. In 2018, Accenture released a study stating that 62% of consumers want companies to take a stand on social, cultural, environmental and political issues close to their hearts. By 2019, a Sprout Social study revealed that 70% of consumers felt it was essential for brands to take a stance.

And several brands have found success in these areas. Let’s take a closer look.

Oatly
It feels like every other day now, new brands are popping up, urging us to embrace plant-based eating. You’ve got the big names like Impossible Foods and Beyond Meat leading the charge. Yet, in the non-dairy milk sector, the Swedish brand Oatly has truly made a massive impact. So what draws people in? So many things: their distinctive packaging, unique brand personality, engaging tone of voice, and, of course, their incredibly clear messaging.

Brooks Running
Headquartered in Seattle and Amsterdam, Brooks Running produces high-quality running gear. The company is deeply committed to fostering diversity, equity, and inclusion within the running community. They achieve this by sponsoring various running groups and cultivating an equitable workplace for employees from all racial backgrounds, genders, nationalities, sexual orientations, abilities, and circumstances. Brooks Running actively supports organisations like Black Girls Run and Front Runners, an LGBTQ+ running club, through grants and sponsorships. Additionally, they provide product and financial donations to under-resourced schools, enabling thousands of students to get involved in running

Dove
You’ve probably seen this in a million lists, but it bears repeating. From its 2004 launch, Dove’s “Real Beauty” campaign fundamentally shifted traditional beauty narratives and promoted body positivity. It was truly groundbreaking for an industry often accused of preying on the insecurities of women and young girls. By showcasing women of diverse shapes, sizes, and ethnicities in its messaging, Dove initiated vital discussions about self-esteem and inclusivity.

Dove’s dedication to fostering self-esteem and positive body image continues through initiatives like the Dove Self-Esteem Project, which offers educational resources and workshops for young people. This sustained effort highlights their commitment to creating a meaningful impact beyond the commercial beauty sector. Such an inclusive strategy has strongly connected with younger consumers, who are keen to support brands that genuinely celebrate diversity and resonate with a wide array of women.

So how do they do it?
Done well, brands who champion change earn significant trust and respect, and of course, with increased brand equity as the cherry on top. But executed disingenuously, the backfiring would often be disastrous. Let’s take a look at some strategies on how you can take your brand in this direction the right way.

Actions Speak Louder Than Words
It’s crucial for brands to back their support for social issues with both words and tangible actions. Gen Z consumers, in particular, are adept at seeing through hollow statements or a string of tweets that don’t align with actual business practices. Brands need to take concrete steps to show they genuinely care and are actively working to improve a situation. While financial contributions are helpful, they aren’t enough on their own. The message is clear: be the change.

Live Your Values
Brands must honestly assess their internal values. A company’s ability and credibility to champion social change are directly tied to whether it truly embodies, or “lives,” its stated values. Take Wattpad, for example: diversity is a top priority, and it’s reflected across their entire organisation – in 2020, women made up 54% of employees and 50% of leadership roles.

Partner with Shared Values
It’s also essential to ensure your values and social initiatives align with those of your partners. This is where the synergy truly kicks in, making 1 + 1 equal 3. For instance, we’ve seen great success in our activations supporting the LGBTQIA+ community over the years, largely thanks to aligned partnerships.

Don’t Operate in a Bubble
Supporting social change and making a real impact is challenging, and brands don’t have to go it alone. They should engage with consumers, partners, non-profits, and charities actively involved in the causes that matter to them. Collaboration is key.

Ultimately, consumers are increasingly looking for brands that don’t just sell products, but genuinely stand for something. By implementing these strategies, your brand can build trust, foster deeper connections, and drive meaningful change. And to build that trust, you need a creative agency you can trust, like I Concept.

Make the Right Changes to Your Brand with I Concept.
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