How your brand benefits from having a conscience

One of the things that has emerged as a positive of the pandemic - if we can say such a thing - is that the slower pace of life has created more desire in consumers to embrace a more ethical way of life. People are choosing to support their local communities, buy local and prioritise their own personal health and well-being, far more than at any other time.

Of course, this is not entirely new. There has been growing focus in recent years on issues created by climate change, plastic pollution, gender equality to name a few. There has been increased disenchantment with government support for those who need it most, and funding crises in the third sector meaning there is little support for those who need it most. Is it any wonder that people are seeking for the brands that mean the most to them to show that they can help those who need it?

Picture Credit: World Fair Trade Organisation

Capitalism, more than ever, has become a swear word and audiences are looking to support companies who make ethical choices - choices that support communities and really exemplify the values that brand stands for.

Of course, we aren’t suggesting that you make these choices as a business move - this is far from recommended, incredibly cynical and reeks of dishonesty. What we are saying is that if your organisation has values at its core, choosing to support and light up other organisations that share the same values is not only a thoughtful move, but in the long term it can benefit your own company too.

Why is this?

Doing good is an easy way to make people believe in your brand. Living and breathing the values that you say you stand for will engender trust and loyalty in your audience. They will believe in you and they will support you, because you stand for the same things that they do.

It’s also a way to engage with your own employees. In a world where people want to work to live, rather than live to work, being a part of a company that shows compassion and humanity in a world where many don’t is a way to show your employees that you are an organisation worth staying with. If you’re able to tangibly show how you offer social benefits, or if you’re able to offer volunteering opportunities, it’s a way for your staff to feel a part of something important.

Demonstrating that you care for the larger picture is something that is particularly appealing to a younger demographic. Consumers under 30 - those belonging to Gen Z or the millennial generation - feel particularly strongly about giving their custom to companies that ascribe a larger social purpose. More than six in ten younger consumers closely consider a company’s ethical values and authenticity before buying their products,

It’s important to think carefully about whether the causes you care about are aligned with those of your customers. Research by Accenture found that companies that reduce plastics are more appealing to the baby boomer generation of 55-74-year-olds. Millennials and Gen Z-er felt strongly about social mobility, immigration and poverty.

Photo by Volodymyr Hryshchenko on Unsplash

Customers are also aware of the power of their own voice - they aren’t just customers but active stakeholders who have the ability to pressure companies to demonstrate that they’re an organisation worth giving custom to. Social media has played a huge part in giving them this voice.

Showing your conscience and articulating how you care about certain issues and causes - and putting this into action - can also create a unique selling point for your brand. It may offer you a way to stand out in a crowded marketplace. It’s also possible that it will create media coverage and digital followings, without you having to pay a penny in ad spend.

How can you achieve it?

A company will need to have clear goals. Why do you want to invest in ethical marketing? How does it align with your own company values? How are you going to measure what you’re doing?

You need to ensure that everyone is on board - your investors, your board, your employees. As an organisation you need to live and breathe your values, demonstrating them from the top level down at all points in your company.

Your organisation needs to have clear metrics for what you’re doing and you need to measure your results.

This a very nuanced area. Companies should not cynically try to target new audiences by adopting certain values. This is about ensuring that as a company, you are able to articulate what you stand for and demonstrate it, that you can bring social benefits in addition to your commercial ones and that you stand shoulder to shoulder with the groups you want to support.

If you’d like to have a conversation about bringing your brand values to life and exploring how you can demonstrate them in real life, please contact us here at Roscoe to discuss how we can support your strategic and tactical marketing.