Brands Taking A Stand: How To Approach Corporate Social Responsibility ‘Responsibly’

The trifecta of health, wealth, and racial inequality has gripped the heart of the country over the past few months. The economic crisis caused by the COVID-19 pandemic exposed vulnerabilities within businesses and disparities in lending practices, healthcare, and employment opportunities. The brutal use of lethal force against Rayshard Brooks, George Floyd, Breonna Taylor, and many other unarmed African Americans also exposed the hidden in plain sight pandemic of systemic racism that continues to choke the life out of the American Dream.

In response, brands have released statements, blasted emails, and cluttered social media with positions and plans of solidarity. Consumers are listening, watching, and taking notes to ensure that these campaigns are not one-offs, but pathways to lasting change. So, brands beware. Are you approaching your corporate social responsibility, well… responsibly?

Consumer Expectations of Corporate Social Responsibility

According to a recent study by ThinkNow, four out of five consumers are more likely to buy from or think more favorably of brands who engage in social and environmental causes.

Perhaps even more telling, 30% of U.S. adult consumers are willing to pay more for products from brands whose corporate values align with their own.

Corporate social responsibility is no longer an extension of a good marketing strategy. It is a pivotal part of the customer buyer’s journey. Consumers want brands to back their marketing messages up with an ongoing commitment to pushing the needle toward change – from social justice to global warming. And they are willing to put their money where their values are.

The desire to take a more active role in social causes, however, is there for some companies. But the “how-to” is not. Many struggle to balance social good with doing what’s good for the bottom line. Others stumble into it by showing up in a trending hashtag, with little thought to their mission or cultural fit.

While not an exhaustive list, we’ve curated a few tips on how to start the journey into corporate social responsibility. And quite frankly, we think it starts at home.

Build a Diverse & Inclusive Workplace

Research shows that employers who promote “inclusion culture” are eight times as likely to achieve better business outcomes, and twice as likely to meet or exceed financial goals.

Companies that prioritize diversity and inclusion bring perspectives from various communities into the workplace by way of employees. If those voices are absent, meeting the needs of some consumers will be difficult because no one who looks or thinks like them is in the room when decisions are being made about them. And it’s highly unlikely, as an employer, that you’ll attract diverse talent if potential candidates don’t see themselves fitting into your corporate culture.

Ensure Multicultural Marketers Represent Multicultural Audiences

Equally as important as hiring and maintaining a diverse workforce is amplifying their voices and perspectives.

Multicultural employees provide fresh insights, experiences, and cultural sensitivities that are invaluable, as a company, to deciding which social causes to support, and as a brand, how to market and message your support, and other goods and services.

According to a recent survey by Google and the Female Quotient, 64% of respondents took action after seeing an ad they considered to be “diverse or inclusive.” Seventy-seven percent of those respondents were Millennials.

By including multicultural perspectives, you can enrich your customers’ buying experiences by creating relevant marketing campaigns and supporting causes that impact those communities. Thus, making them feel seen, heard, and validated.

Monitor Consumer Social Interactions

Knee jerk reactions to headlines can backfire. But, polarizing events, like the recent protests against systemic racism, can put pressure on brands to act quickly. Don’t be afraid to take a moment and gather your thoughts. Then, carefully craft a response that is authentic to your company mission and values, and aligns with stakeholder expectations. Social media is an excellent place to take a temperature check.

Consumers take to social media to voice their concerns and show solidarity. The events of the past few months have played out real-time in news feeds. Posts have been shared with millions around the world. It is in these moments that companies can gather critical insights from consumers to inform real change. By syncing your corporate activism efforts with the personality profiles of your consumers, you can reach them on platforms where they are most likely to engage in civic expression.

For example, are you finding that your customers like to volunteer? Or are they conducting peer to peer fundraising campaigns to feed volunteers or pay fines and fees for protesters? With record unemployment, are funds needed to provide meals or pay utilities for families in underserved communities? Are laptops needed for children participating in virtual learning this coming school year? These conversations are happening on social media. So, pay attention. You could spot an opportunity to give back in a way that’s authentic to your core values.

Knowing that their audience, primarily professionals, are looking for ways to educate themselves on D&I initiatives in light of growing concerns about systemic racism, LinkedIn recently released a series of free courses on “Diversity, Inclusion, and Belonging for All.” They are leveraging their corporate social responsibility in a way that resonates with their audience while staying true to their core values and skillset.

Key Takeaways

Corporate social responsibility requires action. It’s not just a social media campaign that you can check off and call it done. Nor is it a press release or a photo op. CSR starts within your organization with a commitment from leadership to be intentional about contributing to the good in the world.

To do that, you must champion diversity in your workforce and your daily operations. You must create a psychologically safe place for diverse voices to be heard and those contributions to be acted upon. You must show up for social causes in a way that is true to your mission and in spaces that your customers will look to find you – whether it’s donating, creating a volunteer platform, or providing educational materials.

However, you choose to show up, do so authentically, strategically, and consistently.