How Brands Can Take on Social Issues on Social Media

The way brands need to talk to consumers has changed. They have expectations of companies in terms of sustainability, transparency and the long-term benefits to society. 

Companies need to communicate their values and call out issues they support on social media as part of their corporate social responsibility programs and weave them into the culture of the brand.  According to ‘Championing Change in the Age of Social Media’ research, two-thirds of consumers say it’s important for brands to take a stand on social and political issues. And the place to do it? 58% are open to brands championing these causes on social media - the #1 channel for receptivity amongst consumers.

So how can brands use their social media channels, existing and new, to speak out? And if they do, what’s the best way to go about it ethically and sensitively? Let’s find out how your brand can advocate successfully on social networks.

1. Boost your following especially amongst Gen Z & Millennials

A recent Gallup study found that those aged 18 to 29 are more likely to say it is “extremely important” that businesses operate in an environmentally sustainable way (77%), reduce their carbon footprint (73%) and focus on long-term social benefits. Bodyform’s ‘Womb Stories’ is a great example of a campaign that resonated. Focused on highlighting issues that affect women such as infertility, menopause and endometriosis, the animations generated a strong reaction on its social media platforms seeing 1.1 million views on Instagram and 3.4 million likes on Twitter.  

2. Increase revenue

Consumers expect to see a brand’s stand reflected in its business and operations as much as in its marketing.

According to ‘The New Cascade of Influence’ Edelman report, trusted brands can command a premium – with 59% of respondents agreeing that brands they trust and brands that do good in the world (55%) are worth paying more for. 

This shows the power of putting your voice behind an issue that matters to your customer but more importantly, you can prove it through actions as a brand. 

Customers expect brands to not only speak out on issues but also practice what they preach through actions such as where they do business, their supply chain and how they treat employees.   

4. Raise brand awareness

With an emotive campaign that highlights an important social issue, the potential to go viral is significantly increased. When people care about a cause they want to share it far and wide.

A great example of this is LEGO, a power brand recognizable by its name and logo instantly. LEGO’s ‘Let’s Get the World Ready for Girls’ campaign aimed to fight against gender stereotypes to celebrate girls who rebuild the world. 

The brand partnered with The Geena Davis Institute to research gender norms and play and found that ‘girls feel less restrained by and are less supportive of typical gender biases than boys when it comes to creative play.’ 

5. Use your social media reach for good

If there’s a cause your brand believes in, don’t be shy about it. Authenticity is crucial in today’s world and even more so on social media. Use your networks to start a discussion about an issue that’s close to your brand’s heart.

Pledge support for a campaign that will have a positive impact on society and urge your followers to do the same. Every little bit helps, especially when it comes to charity sector campaigns and donations that can make a huge difference.