16 Apr Social Good: Why Your Brand Needs to Give Back
There isn’t much which we can all agree on these days, but there is one thing that we all should find important, and that is giving back. No matter where you stand politically, we can all agree that helping those in need and “doing good” is something that matters to us as individuals and as consumers. The most successful brands are taking advantage of this and doing their best to speak directly to this widely held consumer value.
Turn on the tv, your favorite podcast, or drive down the highway, and it won’t be long before you encounter an ad of some sort that details how a brand is making a difference in the world. There tends to always be emphasis added to the fact that by contributing to said brand you yourself are also joining the movement. We’ve all been encountering this world of social good in advertising for some time now, but what is your brand doing to make the most of it?
As more and more brands (and your competitors) begin to tap into the feel-good aspects of social good marketing, the importance of building it into your own brand becomes that much more important. This social good inclusivity will ultimately be a helpful tool in building your brand into a highly competitive player in the market.
When you share with consumers that giving back matters to your brand, you not only increase your exposure, but you also build trust with consumers by giving your brand a larger purpose. The inclusion of these social good values in your brand identity is quickly becoming essential to success in every industry. There is no better time than the present to evolve your brand into the value-focused brand your consumers are craving.
Take a look at some of the brands that the wedü team has identified as having great social good campaigns, and use them to inspire your own transformation.
Everyone loves a new pair of Bombas socks and with the tagline, Bee Better, their philanthropy is impossible to ignore. For every pair of socks purchased, Bombas donates a pair to a homeless shelter. Socks are one of the highest in demand items at homeless shelters throughout the United States and since their start, Bombas has donated nearly 19,000,000 pairs. Their social good is two-fold, not only do they actively donate their products to shelters, but they also help bring awareness to the other needs of local homeless shelters. By encouraging their consumers to give back in their own ways through sponsorship of special charity events, Bombas is doing more to raise awareness of the importance of brand social good. This entices consumers to not only purchase their products but to also look to Bomas for other ways of doing good within their own communities.
Love Your Melon’s trendy hats can be seen on the heads of people all over the world and their style isn’t the only reason why. When people purchase a beanie from Love Your Melon, they feel like they’re making a difference, and that’s because they are. 50% of all net profits from Love Your Melon go directly to their nonprofit partners who help to fight pediatric cancer. Additionally, Love Your Melon also actively distributes their hats to those children facing the disease. Since their start, they have donated $6,184,565 dollars and 160,524 beanies to children in thousands of hospitals across the country. Love Your Melon doesn’t stop their social good there though, they have funded countless programs built to support the families of these pediatric cancer patients. These widespread efforts make consumers feel good about purchasing a product and the donation of beanies provides tangible proof of their generosity.
Following the tragic aftermath of natural disasters, Budweiser refocuses their beer making efforts into canning and distributing thousands of cans of clean water. Most recently, in 2017, they halted the manufacturing of beer, to bottle well over 155,000 cans of fresh water for victims of Hurricane Harvey. Historically, Budweiser has donated over 76 million cans of drinking water to individuals in severe need. These cans are sent to places such as Flint, Michigan following their water crisis and throughout the state of California in the aftermath of their wildfires. In the Super Bowl following Hurricane Harvey, Budweiser shared a commercial highlighting the impact of their donated water and more importantly, how their employees were able to make a difference throughout the country. This type of selflessness is a side of large companies that is rarely seen but not easily forgotten by consumers.
Walmart’s recent “Associate, Thank You” commercial took a slightly different approach by instead highlighting all of the good their employees have done individually while on the job. From helping mothers give birth in their stores to painting the nails of a customer with a disability, some of their associates have gone above and beyond their job descriptions, and Walmart wanted to thank them and encourage others to do the same by “Sparking Kindness” in their own ways. This sort of messaging is highly effective because it shows the selflessness of some of Walmart’s employees and perpetuates a culture of giving back within their stores. Their commercial is an epitome of a “feel-good” commercial and will hopefully help create a sense of generosity which stems far beyond their stores.
As our culture places more value on transparency and social justice, social good campaigns will only become more valuable and more effective. For your next marketing campaign, you might consider some of the ways in which you could help others and how, in turn, this generosity could benefit your brand in the long run.