It’s crucial for brands to prioritize social responsibility now more than ever. Consumers are closely monitoring how businesses are giving back to the community and supporting employees during the pandemic. They are quick to call out businesses on social media if they feel the efforts are insufficient.

As a result, social media usage is on the rise as we deal with the challenges as a society. Consumers are using their purchasing power to support the future they envision living in. The majority of Singaporeans agree that they prefer to buy from brands with a strong social conscience.

In this article, we explore best practices and guidelines for brands looking to openly communicate their social conscience.

Support through Genuine Effort

Consumers expect businesses to address social injustices like equality and climate change. However, consumers are wary of ‘woke washing,’ where businesses exploit these issues as marketing tactics rather than genuine acts of activism and solidarity.

Therefore, brands are criticized for insincere efforts. For instance, during Singapore’s Pride Season, known as IndigNation, many brands have been accused of ‘rainbow washing’ by using rainbow colors or flags without taking tangible steps to support the LGBTQIA+ community.

For brands aiming to showcase their social conscience, it is essential to consider the value they are adding and the desired outcomes. Corporate allies and advocates play a vital role in society but their efforts must resonate with consumers and the public.

This can be achieved through brand storytelling, with leaders sharing why they are passionate about the cause and the brand’s journey towards relevant activism.

Using IndigNation as an example, brands could highlight stories from the LGBTQIA+ community, use their resources to address real issues, or educate themselves on the community’s challenges.

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Aligning Social Conscience with Brand Values

Before commenting on social justice issues, businesses should demonstrate a consistent record of actively supporting the cause.

During the global Black Lives Matter movement last year, Ben & Jerry’s stood up against racial inequality and advocated strongly. With a long history of campaigning for various social justice issues, Ben & Jerry’s published a powerful statement supporting #BLM.

The brand went further by asserting that police brutality is linked to a culture of white supremacy and provided actionable steps on its website to combat it.

Corporate activism must align with a brand’s values to appear authentic. Ben & Jerry’s has a track record of educating employees and consumers on structural racism, diversifying its recruitment process, and supporting various social causes.

As a result, Ben & Jerry’s is a prime example of a business whose corporate activism aligns seamlessly with its brand values.

Backing Words with Actions

To engage with social justice movements, brands must take real action to address challenges and promote change.

For example, Bettr Barista believes in combining quality coffee with social impact. The brand is dedicated to enhancing the lives of marginalized women and at-risk youth.

Bettr Barista offers barista classes and professional coffee courses, with proceeds supporting education for youth and communities in need.

This exemplifies a brand that backs up its words with meaningful actions, using its platform to advocate for socially responsible practices and create a positive impact.

In today’s landscape, it is essential for brands to be socially conscious. With consumers holding significant power, brands must demonstrate their commitment to a better future by aligning with consumer values and important social justice movements.

There is a fine line between genuine actions and opportunism, so brands must carefully assess the value they bring to movements and ensure their social conscience aligns with their actions.

Brands should support movements that matter to customers, and if unsure, they can simply ask their audience.

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Image credit: artursz

This article was first published on September 1, 2021

The post The business of social responsibility: Why brands are redefining their social conscience appeared first on e27.