Craft socially aware campaigns carefully

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 29, 2021, 5:58 PM GMT+0

With people wanting brands that look beyond profits, brands must take a stand on social issues.

Though it can be risky for brands to attach themselves to potentially controversial topics, audiences demand it. By carefully and strategically creating socially aware campaigns, companies can turn their customer bases into loyal fan bases.

Before taking a stand on any social issue, brands should clearly understand the social problems they want to talk about. Businesses can also hire consultants to understand social issues better and create valuable content that educates customers about the social issue and their standpoint.

Brands should make sure their standpoint is reflected across their organisation, from recruitment to marketing. For example, before talking about diversity and inclusion, companies should ensure they have a diverse workforce. Brands should further ensure their marketing campaigns are positive, educational, and add value.

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