In today's consumer landscape, it’s imperative for brands to consider their social impact and engage in purpose-driven initiatives that align with their values – both for the greater good and for your bottom line. However, striking the right balance can be challenging, as brands need to avoid empty talk and truly walk the walk. We spoke with comms leaders in the social impact space to get their take on creating authentic strategies and long-term partnerships that can do good for all.
The Onus
“Social impact needs to be more than a marketing initiative to truly live up to its name,” says Louise Wickens, director of brand at ScienceMagic. “Real impact comes when a company has a clearly defined social mission which is authentically linked to its brand story and business objectives. The impact grows when the mission receives long-term commitment, finding support across different business functions, and when it truly resonates with the brand’s communities – from internal staff, production and retail partners to the end consumers of its product or services.”
Today’s outspoken consumer signals the end of performative campaigns and abandoned initiatives, and they’re not the only ones watching. “Consumers and stakeholders are increasingly demanding that brands demonstrate their commitment to critical issues and align their actions with their values,” says Melissa Duren Conner, partner and managing director at Jennifer Bett Communications. “The number one piece of advice for brands to follow is to stand behind an issue that aligns with their brand authentically. In order to integrate a social impact into a PR or marketing plan, the brand has to put real action and often dollars behind the agenda. And as divisive as some topics are today, through our work with brands, we’ve seen that even if not all consumers agree with a brand's stance, those who align with the same values build a deeper and more long-lasting affinity for a brand.”
Grove Collaborative, Jennifer Bett Communications
There’s plenty of data to back up the point that consumers are going to be more loyal to brands that align with their values – something that marcomms pros need to be open about with both their clients and their internal teams. “Brands and agencies must define how and why they're looking to drive lasting impact in congruence with larger company goals,” says Alexa Palacios-Pierre, founder of Connectivity. “And, that definiteness comes by doing in-depth research and taking intentional time to listen and learn about the communities they're looking to provide support for. So often we've seen that companies have retreated from engaging in important socially and culturally-impactful work, because there is a belief that there is little to no ‘added value’ when considering their bottom line. Per a recent study made by Deloitte, a heightened number of consumers–57%–are more loyal to brands that show an active commitment to addressing social inequities in their actions. (Source: Deloitte)
Armed with what Alanna Ramgoolam, Business Director at Zak Communications, calls a heightened sense of social responsibility, today’s consumers have prompted a shift in business strategies. “As a B Corporation, we emphasize to our clients the importance of communicating a brand's ethos and values beyond product features and benefits. This involves incorporating social responsibility where possible into every aspect of communication strategies, ensuring transparency and providing avenues for consumer engagement. Consumers want to know not just what you're doing but why and how you're doing it. The more open and honest brands are, the more they can build trust and loyalty with their audience.”
The Strategy
In order to support a list of purpose-driven clients, CADA Consult founder Juliana Mejia utilizes a strategic framework. “Start by identifying the core values and purpose that drive your brand or client. What social or environmental issues do they genuinely care about? Understand their unique perspective and align it with a cause that resonates authentically. Remember, purpose-driven marketing requires genuine commitment, so choose a cause that aligns with the brand's DNA. Thoroughly research organizations and initiatives that address the chosen cause.
Next, seek out partnerships and collaborations with reputable nonprofits or social enterprises that share similar goals. Collaborations amplify your impact and provide opportunities for storytelling, while also showcasing your brand's dedication to social change. Make sure to integrate social impact messaging into your communications strategy and from there, make sure to engage your audience. We do this by crafting engaging campaigns that inspire action and encourage our audience to join the movement. We also empower employees or expert leaders to become brand ambassadors for the cause, supporting and amplifying the brand's social impact efforts and attracting like-minded talent.
Lastly, make sure to measure and communicate the impact. This builds trust and credibility, reinforcing the brand's commitment to driving positive change. Social impact is an ever-evolving journey. Embrace feedback, listen to your audience, and be open to refining your approach. Integrating social impact into your brand/client's annual marketing and PR plan requires a delicate balance of authenticity, strategic thinking, and purpose-driven action.”
Duren Conner drives the point home: “I have to cite someone who I have great respect for in our industry here… Edelman’s chief executive of public relations, U.S. operations, Lisa Osborne Ross was recently interviewed by Fortune and said very eloquently, “I struggle with commemorative months because they can slip into becoming performative too quickly. I am Black 24/7, I am a woman 24/7, my colleagues who are transgender are transgender 24/7, and those who are gay are gay 24/7. My point of view on Pride month and Juneteenth is I struggle with how you take a community and focus on it for a month, and then go about your business for the rest of the year. To truly see someone, you have to interact with them 24/7."
She continues, "this resonated with me as it’s important for brands to understand that they don’t have to take on every issue, in fact, that often decreases the value and doesn’t resonate with customers. Be picky, thoughtful, and intentional about partnerships as they’re a representation and amplification of what you do as a brand every day."
The Partnerships
One way to help clients understand the importance of social impact work is through a key stat shared by PR with Heart founder Tanya Rivas: “49% of organizations attribute more than a quarter of their revenue to partners (Source: Hubspot). There is a profitability aspect to partnerships that can result from successful integration. Making opportunities for both hope and profit are not mutually exclusive.”
As evidenced above, partnerships will be scrutinized by the public, underscoring the importance of finding the right, authentic counterpart(s). “It's crucial to authentically weave social impact throughout a client's marketing plan, rather than treating it as a simple PR tactic,” says Rachel Krupa, founder of Krupa Consulting. “When creating a strategy, I focus on understanding the brand's mission, values, purpose, voice, and desired impact – how they currently live and breathe it and how they want to live and breathe it. If there are vital connections that don't already exist within the company, I create a shortlist of potential partners to collaborate with."
She continues, “Strategic partnerships don’t always have to be grand; it's also important to focus on smaller impactful actions. These can include grassroots initiatives like in-store demos, shared mailers, events, and social giveaways. Remember, it's the little things that can have a significant impact and help sustain a partnership over time.”
The Long Haul
The hallmark of an authentic partnership is just that – it’s a long-term commitment, not a fleeting moment. “Social impact should never just be a one-off marketing or PR initiative,” says Melody Serafino, co-founder of No. 29 Communications. “If it’s being incorporated into a marketing or PR plan, it should show up throughout the year’s activities with multiple touchpoints. In a world of greenwashing and social impact virtue signaling, a true commitment to impact or sustainability is a long term commitment. That could come in myriad forms — from policy work to ongoing financial support of relevant organizations to rethinking supply chains. The real work takes a long time and can’t be satisfied by a quick flurry of positive press.
Rothy's x evian | No. 29
“The ultimate goal with any strategic partnership should be to foster an ongoing relationship. That can sometimes be challenging for independent brands with smaller budgets, so a one-off can test the waters and ensure the fit feels right. That said, a robust and meaningful partnership should be a true collaboration with both client and partner brainstorming together to create an authentic moment or moments. It should never just be a brand dictating the partnership, but instead tapping into the why of the chosen partner, leverage their reach in a way that doesn’t feel transactional, and take their lead on what resonates with their community.”
Palacios-Pierre doubles down, saying that “the work of planning to extend the lifespan of a partnership can't begin at the close of a partnership, rather must begin for brands and agencies when cultivating their holistic, long term strategies. A company's commitment to diversity can't just come to life during tentpole moments, and must be integrated into the fabric of their operations, otherwise it generates no real connection to the communities they're looking to amplify at scale, and also yields little to no results in the long term to drive continued awareness and equity for those communities. What cannot be lost in the creation of social impact-oriented partnerships is the human element. Considering the audiences, the impact, both immediate and long term, is the only way to drive true and tangible change.”
“Authenticity is a word that may be overused but remains key in vetting brand partnership opportunities,” says Ramgoolam. “Genuine, long-term partnerships that are built on shared values and commitments reinforce authenticity. We encourage and help brands cultivate and nurture these strategic relationships, ensuring that they are not just one-off collaborations for a self-serving benefit, but rather a series of concerted efforts towards common goals. Regular collaborations, shared initiatives, and a unified message ensures both parties grow together, their shared values strengthening the partnership over time, ultimately maximizing their mutual benefits and societal impact.
The Future
It’s not over for brands or organizations that haven’t yet found their cause or communicated that to audiences. “It’s never too late to prioritize or weave social impact into your brand. Many brands avoid it because of a sense that if you haven’t done it since day one then it'll appear disingenuous,” says Duren Conner. “As long as your efforts and actions are truly authentic, it is never too late for your brand to be a conduit to another good.”
Wickens brings us full circle, reminding us that, “When it’s done right, your social mission can evolve into a force of positive change in the world – your lasting legacy. But that only happens if you are constantly thinking about it; even when you are not talking about it.”
There’s that win-win.
