Corporate social responsibility (CSR) has always been a relevant topic of conversation throughout the years and in this 2022, brands must focus on their commitment to CSR, listening and acting on the social problems that matter most to their audiences. .
Consumers and patients are no longer interested in alliances, empty promises or sporadic donations. They have high expectations and prefer brands that proactively foster connections with their audience and bring together people with diverse opinions.
Today, nearly three-quarters of CNN audiences value companies that behave sustainably, but want to see something beyond the surface, demanding a consistent demonstration of what brands practice and preach. As a result, many companies have turned their eyes toward their employees, consumers and the communities they comprise, and we toward shareholders or senior management.
Companies can no longer create their products or services by staying away from the issues that matter to their audience. Today’s brands must engage with relevant issues such as mental health, sustainability and social justice. Otherwise they will become irrelevant.
Consumers have always held brands accountable; however, it is almost inexcusable to forgo addressing the most relevant social issues or not to contemplate inclusion in marketing efforts and in the way content plans are approached. Becoming socially conscious and inclusive will not happen overnight, it takes time, research and effort to truly engage with the audience on the issues that matter most to them.
Real people make real connections, so always aim for consumers or patients to identify with your brand. However, there is nothing worse than those companies that say one thing, but practice another. Make sure those who represent your brand and manage your voice are authentic, consistent and in line with your goals. In this sense, it is very important to consider the following points:
1. Build your community. It pays to keep in touch with those you want to bond with.
2. Stay prepared for crises. 2021 has shown that in order not to be caught off guard, you must have a crisis plan. No one can predict the future and the more prepared you are, the better off you will be.
3. Listen before you speak. At a time when there seem to be more voices clamoring for attention, it is vital that you take the time to listen carefully to what your consumers are saying, think about how to broaden your audience
4. Actions speak louder than words. Some brands only make statements in support of prevailing social issues, but do not take action, when necessary. Don’t echo popular sentiment to keep your audience engaged, strive to be a genuinely inclusive brand.
Generating content that includes your entire audience will always be an added and differentiating value, and always take care of the message you give to your audience through the various channels you use.
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MARKETING & BUSINESS INTELLIGENCE NEWSLETTER May 2022. IAB Mexico.