According to the latest data, 53 percent of consumers believe that that every brand has a responsibility to get involved in at least one social issue that does not directly impact its business; yet 56 percent of people also say that too many brands are using societal issues as a marketing ploy. This dichotomy reveals what consumers really want: authenticity from socially responsible companies. In the digital age, vigilant customers are no longer taking brand communications at face value. Instead, consumers are verifying that companies are truly walking the walk when it comes to the claims they make about their values and their mission. An authentic public relations and communications strategy is an essential building block to earning customers’ trust.
Socially-minded consumers want to shop with brands that are making a positive impact – not just virtue signalling to secure sales or grow market share. To make conscious capitalism work, customers must first believe the organization is actually addressing issues in a real and tangible way. For example, the climate crisis has become one of the most urgent societal issues of today. In response, many brands are touting sustainability as a core differentiator. However, people are increasingly aware of “greenwashing,” which Investopedia defines as the process of conveying a false impression or providing misleading information about how a company’s products are more environmentally sound. Rather than overstating the eco-friendliness of a product or service, customers will reward brands that are taking real steps to mitigate their impact on the planet instead of those who just use climate change as a marketing tactic.
For corporate social responsibility to provide value in the community and motivate the public to support an organizations’ efforts, people need to see how the company is driving positive change. Here are some tips to authentically communicate with consumers:
- Avoid buzzwords: While some terms might seem straightforward to an insider, industry jargon can impede the everyday person from comprehending the important message that is being communicated. Instead, take the time to simplify language, so anyone would be able to understand it. By eliminating buzzwords, the message will also become more natural and conversational, rather than sounding like an advertisement.
- Focus on education instead of selling: Instead of trying to sell customers on the company’s good work, connect with consumers and humanize the organization by painting a complete picture of why the brand’s social mission is important. While people may be aware of the problem, it is also an opportunity to educate the public on the source of the issues and explain how the business community is creating innovative solutions to the problems that matter most.
- Put a face to the mission: Case studies and testimonials are an essential element of an effective communications strategy. When customers can associate a real person with the company’s work, it makes the results real rather than hypothetical. Consumers are looking for voices outside of the company to validate and endorse the mission. These success stories also illustrate to local, regional and national media outlets how the organization’s approach is addressing a critical problem in the world.
Today’s consumers are skeptical but also eager to support brands that are doing the right thing. For socially responsible companies, this is a chance to reach customers with a powerful and genuine communications strategy that will turn the company into authentic ambassadors for the cause.
