As a company owner, you must remember that your brand is not just a logo or product. Your enterprise reflects your company’s values, so be sure that customers always notice if those values align with their own. How do you show your social responsibility? Various ways exist. One way is to integrate social responsibility into your marketing strategy. Let’s define the term and help you better gauge your social responsibility.
Social responsibility: Definition
The term refers to the idea that businesses and individuals must act in the best interests of society as a whole. The concept of social responsibility has a long history, dating back to the early days of the Industrial Revolution. Working conditions were often deplorable during this period, and child labor was commonplace. As the Industrial Revolution began to take hold, some people started to speak out against these conditions, calling for businesses to be more responsible for the welfare of their employees and the communities in which they operated.
Today, many brands are considered social responsibility leaders. These corporations are often at the forefront of initiatives to improve working conditions, protect the environment, and support social causes. Some examples of social responsibility leaders include Patagonia and Nike. Numerous organizations are socially responsible without stressing much about this fact. Nonetheless, more examples of socially accountable companies are below.
Why is being socially responsible important as a brand owner?
There are many reasons why becoming socially accountable is a must for your company. For one, it’s simply the right thing to do. But beyond that, being socially responsible can also positively impact your success and market position. Consumers are increasingly interested in doing business with companies that share their values and are willing to pay more for products and services from those enterprises. A study by Cone Communications found that 87 percent of consumers would purchase a product because it came from a company that supported a social or environmental issue.
Not only that, but people also prefer to shop from brands with a clear and well-thought-out marketing strategy. That is, enterprises that emphasize their commitment, help locally, and don’t beat around the bush but use an awesome online video editor to show what exactly they do have higher chances of getting accepted as socially responsible by the community.
What are the most crucial issues highlighted by socially responsible companies?
There are numerous issues crucial to socially responsible companies. These include environmental sustainability, human rights, inclusion, diversity, and social justice. Plus, many corporations pay attention to issues related to their operation area.
How can you be socially responsible?
You can be socially responsible in your business practices in multiple ways. Some of the most helpful and valuable things you can do are to reduce your company’s carbon footprint, promote diversity and inclusion, and give back to the community.
Integrating social responsibility into your marketing strategy
Here are four tips for integrating social responsibility into your marketing strategy:
Meet with workers and partners to determine the social responsibility initiatives most important to your brand.
Once critical social responsibility initiatives have been identified, develop a plan to integrate them into the marketing strategy.
Work with the marketing team to ensure that social responsibility is incorporated into all aspects of the marketing strategy, from advertising and promotions to product development and packaging.
Finally, monitor the initiatives’ results to ensure they have the desired impact. Make adjustments as needed, even if it takes additional resources.
Examples of socially responsible brands
Luckily, you can run into many brands known for their social responsibility. These include Patagonia, Ben & Jerry’s, TOMS, and Nike.
Patagonia has been an accountable company focusing on environmental and social issues for decades. For example, the company donates 1% of its sales to environmental groups and has a program called “Common Threads,” encouraging customers to repair their clothes instead of buying new ones.
Ben & Jerry’s is committed to sourcing Fairtrade-certified ingredients in its products. In addition, they support sustainable agricultural practices, protect natural resources, and reduce greenhouse gases. The company also advocates for social and environmental justice through its activism initiatives.
TOMS is a brand with a social mission. The company provides shoes, eyewear, and other products to needy people. For example, TOMS delivers shoes to children in developing countries who do not have access to them. It also has a program that provides free eye surgeries to people in need.
Nike, in turn, is socially responsible in these ways:
It provides financial support and resources to multiple worldwide social and environmental organizations and initiatives.
It adheres to fair labor practices throughout its supply chain, ensuring workers are treated fairly and paid livable wages.
It strives to minimize environmental impact by using environmentally-friendly materials and manufacturing processes.
Final thoughts on being socially responsible and showcasing it to others
Being socially responsible is essential for both individuals and businesses. There are many ways to be socially responsible, and as we’ve seen, there are great examples of companies that are impressively good at it. Taking steps to be more socially responsible is not only the right thing to do but can also positively influence your bottom line.