“Social responsibility” is a common chant amongst protesters and activists, but what does it have to with your marketing strategy? And what does it mean to your consumer? Consumers are mindful of social responsibility but often are too busy to turn their beliefs into action. Thus, brands have stepped in to make a difference for them and are utilizing technology to get out their messages.
With consumers increasingly looking for both corporately responsible and better-for-you options, businesses must step up to the plate and deliver or be surpassed by competitors who will. Check out these brands that are taking initiative and doing their part to make the world a little brighter.
Chipotle
Chipotle has become known for providing fresh and high-quality ingredients. It serves locally grown produce from family-owned farms and responsibly raised meat without antibiotics or added hormones. In order to expose their brand to fast casual restaurants' heaviest users, Chipotle is using technology in new ways. The company launched a mobile app in 2010 that hosts information on ingredient sourcing, used YouTube in 2011 and 2013 to release animated shorts, and put out a mobile game in 2013 centered around the message. Chipotle also launched an original comedy series "Farmed and Dangerous" on Hulu in February 2014. The four-episode series explores the world of industrial agriculture in America while integrating Chipotle's commitment to using high-quality ingredients - without any explicit Chipotle branding. Chipotle hopes to make the complex issues about food production more understandable and spark curiosity in consumers to find out where their food comes from and how it is prepared.
TOMS
Blake Mycoskie, founder of TOMS, developed a business strategy that rocked the boat in the corporate world. The brand was built around the concept of social responsibility. Mycoskie combined the concepts of a for-profit and a non-profit company to create the one-for-one model. For every one pair of TOMS shoes sold, one pair is given to a child in need. The idea has been successful, considering the brand has given away over 10 million shoes since its launch in 2006. Mycoskie also developed TOMS Eyewear with a model similar to the shoe line. The eyewear line has restored vision to over 175,000 individuals since launching in 2011. This year Mycoskie launched TOMS Roasting Company. The goal of this branch is to provide clean water to developing communities using the sales of of premium coffee.The TOMS marketing department has created a very strong YouTube presence. They also use social media and a "pay it forward" message to spread the word about their brand. Check out this video for one of their campaigns:
http://www.youtube.com/watch?v=ysE2VlyvdnI
If you are looking to integrate social responsibility into your brand, here are some tips to help you get started:
1. Find a cause that people can connect to
It’s important to find a cause that is important to you, but it also must resonate with consumers. When people feel passionately about a cause, they are far more likely to respond and participate.
2. Make sure you and all parties involved are being ethical
The key to is to not only follow through with best practices, but also make sure the brand message cuts through all of the advertising clutter. Being the first mover to use new technologies helps brands stand out and be heard. Make sure that all aspects of your organization reflect your brand message. If your brand is advocating for being clean and going green, and meanwhile your company’s primary manufacturer is posing threats to the environment or conducting animal testing, you might be in for some trouble.
3. Don’t make false promises.
Consumers are eager to help a good cause, but they will also be quick to chastise a company that has set its foundation on false premises. If you are considering increasing your brand’s commitment to social responsibility with the sole purpose of generating more revenue, you may want to reconsider doing it at all. Consumers can see through the smoke and want to support brands that genuinely care about their cause.
