More and more consumers are trusting and becoming more loyal to brands that support social causes.
American consumers now expect companies to incorporate social causes and good into their businesses, according to a social impact study cited in a Mashable article by Matt Petronzio. 90% say they are more likely to be loyal to or trust companies that are active in practicing social corporate responsibility (CSR) or cause marketing, or providing “good” content.
Here are other findings about social responsibility and what consuemrs look for from brands:
- 88 percent would purchase a product with an environmental or social benefit.
- 88 percent would also stop buying from a irresponsible or deceptive company.
- 84 percent would tell others about a company’s CSR activities.
- 79 percent would donate to a charity supported by a trusted company
- 76 percent volunteer for a cause supported by a trusted company.
- 74 percent voice an opinionabout a company’s CSR effors
- 64 percent of millennials communicate with companies about social and environmental issues via social media.
- 36 percent say they mostly share content to promote their favorite causes.
One caveat: consumers can spot inauthentic attempts to follow the trend of social causes. It’s called “causewashing,” and is a serious issue, according to the article. The article includes informative infographics by Column Five and useful advice, including three ways to engage.
3 Ways to Engage
- Share individual stories. Highlight individual stories to foster the audience’s emotion connection to social causes.
- Show the numbers. Tell a social causes story through data to make it more informational and impactful.
- Use the audience. Invite your audience to participate by sharing their own personal stories and photos.