How Social Values Drive Consumers To Brands

More and more brands have started to get behind social causes, giving consumers a peek into their company values – whether it be Ben & Jerry and their social-justice themed ice cream or Airbnb pledging to provide short-term housing for 100,000 displaced refugees – consumers can see which brands take a stand (and which ones don’t). 

According to data from Sprout Social, 70% of consumers believe it’s important for brands to take a public stand on social and political issues. And 66% of consumers who want brands to take a stand on social say it’s because they believe brands can create real change.

Brands that integrate their ongoing commitment to doing better for the earth, communities, and individuals, into the core of their business can impact their bottom line while also effecting positive change around the globe. 

When doing so, companies need to consider not only their external messaging and branding, but also their internal practices and policies.

Authenticity Is Crucial 

Social activism has to be authentic, it cannot be a marketing ploy. Customers can easily recognize brands using cause-marketing as a profit-making strategy when there is no genuine desire to actually help a cause or when a company’s actions or beliefs don’t align with causes they have publicly declared to support.

“Consumers today are very savvy and as a brand strategist I highly recommend infusing meaning, purpose, and when it makes sense, social values into your brand because consumers are discerning and want to know that the brands they choose share their values,” says Hilary Hartling, a brand and messaging strategist.

Nina Siemiatkowski, founder and CEO of Milkywire, a consumer and corporate impact platform focused on planet health, said, “We know transparency is of growing importance among the younger generations. It leads to higher engagement and deeper brand resonance. Brands must therefore work on their storytelling, talking about who their work benefits and how – sharing real stories from the action.”

Transparency coupled with authenticity resonates with consumers. And when brands get this right while supporting causes that are important to their customers, it even further solidifies customer loyalty and trust with those brands. 

“Sustainability has been a core value of ours since inception, and for us it means creating at the intersection of what’s good for people and what’s good for the environment,” says Xi Chen, founder and designer of Sonderlier, a sustainable womenswear brand.

“We delved deep into what our customers want for their wardrobe beyond eco-friendly materials, and determined that consciously designed clothing that allows her to have a small closet without sacrificing the desire for variety is what we are about. We opened our first collection for pre-order six months ago, and the support and positive feedback we received from environmentally and socially conscious customers proved this belief. Our customers are educated about these issues, so to communicate our values, it’s important to steer clear of greenwashing claims and focus on being transparent about our materials, our labor and supply chain practices, and our give back program. We also know there’s always room for improvement, so we like to lean into the knowledge of our customers, and let them help us to continually push the boundaries. Our customers can see our efforts and appreciate our transparency, which in turn helps to build trust in our brand,” shares Chen. 

Statistics Support Social Responsibility 

In NielsenIQ’s corporate social responsibility survey, 55% of global respondents said they are willing to pay extra for products and services from companies that are committed to positive social and environmental impact.

In a 2016 Neilson survey, 56% of participants said “a brand being known for its social value” was a top purchasing driver. And 53% of participants said “a brand with community commitment” was a leading purchasing driver.

And social responsibility even leads to employee retention. 75% of employees who engage in corporate giving programs tend to stay with the company longer.

“Social value is a competitive differentiator – integrating it into your brand maximizes the value you offer beyond mere customer satisfaction. It allows you to connect with your customer on an emotional level- fulfilling a sense of belonging, or engaging with them through their personal life experiences. I have seen this through clients and in case studies over the years – it motivates a consumer to choose a company that has a giveback or serves a greater purpose outside of the standard transaction. This motivation is a higher driving factor for younger millennials, Gen Z and Gen Alpha, who are showing with their purchasing power that having a social value is no longer optional to compete in today’s economy,” says Sydney Petite, CSO of Royal Street Agency, a communications agency.

It’s clear that corporate social responsibility has a positive impact on employee satisfaction, customer loyalty, communities, and brands – making it an obvious choice for companies.