Acknowledging how brands actually contribute to a social harm helps build trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 08, 2022, 6:38 AM GMT+0

Brands must ensure they go a step beyond simply making a statement on social issues and act to alleviate them.

About 70% of consumers feel brands must take a stand on political and social issues. But before speaking up on any issue, brands must determine if the issue intersects with their values and vision. Moreover, if the company is doing something to contribute to a societal problem, the brands must also acknowledge what they are doing to combat their impact.

For instance, the beer company and maker of brands like Budweiser and Corona, Anheuser-Bush launched a set of programmes that dealt with alcohol abuse and misuse. Through initiatives that focused on shifting social norms and consumer behaviour, the company managed to shed light on a specific cause and establish consumer trust.

Similarly, brands must also provide resources or support to people affected by a certain cause. Instead of creating short-term initiatives, brands must think about long-term efforts and focus on steps like recurring donations or initiating internal training.

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