{"id":2155,"date":"2021-12-09T09:16:07","date_gmt":"2021-12-09T14:16:07","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/12\/09\/corporate-social-responsibility-its-no-longer-an-option\/"},"modified":"2021-12-09T09:16:07","modified_gmt":"2021-12-09T14:16:07","slug":"corporate-social-responsibility-its-no-longer-an-option","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/corporate-social-responsibility-its-no-longer-an-option\/2155\/","title":{"rendered":"Corporate Social Responsibility: It\u2019s No Longer an Option"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Noam Harel, CMO, BrandTotal<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In today\u2019s social media landscape, brands\u2019 decisions and what they stand for are scrutinized more than ever. Consumers increasingly care that the brands they support are on the same side of social issues as themselves, which means one wrong move could mean millions of dollars lost. On the other hand, supporting popular causes could get a company in consumers\u2019 good graces. We\u2019ve <a href=\"https:\/\/advertisingweek.com\/how-brands-must-prioritize-sustainability\/\" aria-label=\"\" already>already discussed<\/a> how brands must promote sustainability specifically, but that\u2019s just one of many causes that consumers are calling on brands to support.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But why exactly do brands have to pay attention to this instead of taking the safe route of saying nothing at all? Look no further than the demographic with a large amount of purchasing power these days: Generation Z.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gen Z, more than any other generation, <a href=\"https:\/\/www.thedrum.com\/news\/2020\/11\/03\/meet-the-next-consumer-how-gen-z-are-taking-new-reality\" aria-label=\"cares about, read on the drum\">cares about <\/a>whether the brand they&#8217;re buying from is one they can be proud of, and are 1.4 percent more likely to pay a premium for eco-friendly products. Statistics from a recent Deloitte <a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/global\/Documentas\/2021-deloitte-global-millennial-survey-report.pdf\">2021 Millennial and Gen Z Survey<\/a> shows that they are determined to hold themselves and others accountable on society\u2019s most pressing issues. \u201cOthers\u201d includes brands, which consumers believe are big enough to drive change on their own. Gen Z also believes that not driving change, or worse &#8212; being against change &#8211; could be viewed as negligent.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, brands can no longer \u201csit out\u201d social issues, especially when consumers find <a href=\"https:\/\/www.havasgroup.com\/press_release\/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism\/\" aria-label=\"less than half of the brands, read on havas group\">less than half of brands<\/a> as trustworthy, and they wouldn\u2019t even care if 75% of brands were to suddenly disappear.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With this in mind, <a href=\"https:\/\/www.brandtotal.com\/\">BrandTotal<\/a> analyzed many brands between July and August this year to see what kinds of social responsibility\u00a0 messages were being promoted. Here are some of the causes some major companies got behind:<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Racial &amp; social equity<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Starbucks has had a history of <a href=\"https:\/\/www.nytimes.com\/2018\/04\/15\/us\/starbucks-philadelphia-black-men-arrest.html\" aria-label=\"unfortunate racial, read on new york times\">unfortunate racial\u00a0<\/a>incidents in their stores, and in response, the coffee giant has made a commitment to showing consumers that they care about and are working to advance racial and social equity with their employees as well as communities. This <a href=\"https:\/\/www.instagram.com\/p\/CSNQd5iHipz\/\">Instagram post<\/a>, which reaffirmed such a stance, garnered more than 27,000 likes.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Vaccine accessibility<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">COVID vaccines have been one of the biggest hot-button issues over the past year, with many companies promoting it in their advertisements. Ride-sharing service Lyft went the extra mile though, collaborating with Delta, Hilton, and The Points Guy to launch the \u201cLyft Vaccine Access Program,\u201d providing transportation access to vaccination sites for low-income, uninsured, and at-risk communities.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Looking to the future<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Given how much of an impact younger generations have had on advertising, it\u2019s important for brands to recognize this and give back to the community and the future. And that\u2019s what Capital One did, collaborating with nonprofit New Futures, which seeks to maximize the potential of young people in the Greater Washington community. They are offering workshops to prepare students from under-represented backgrounds for professional success, which shows the difference between promoting a cause just to get goodwill, which consumers can see through, and making a long-term commitment to a cause.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The negative side of corporate social responsibility<\/strong><strong>&nbsp;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">However, not all companies that are seriously committed to social responsibility are received well, especially when they encroach upon politics. Ben &#038; Jerry\u2019s learned this the hard way. Despite promoting many progressive causes, even releasing special flavors, the sentiment from consumers seems to be that they don\u2019t want brands to give their political opinions, and decisions involving pulling their ice cream from certain regions of the world invited plenty of conversation, but also overwhelming negative sentiment:<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"450\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/12\/169btattached.png\" alt=\"sentiment analysis info graphic\" class=\"wp-image-2157\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/12\/169btattached.png 936w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/12\/169btattached-300x144.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/12\/169btattached-768x369.png 768w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">This provides a valuable lesson for brands: while it\u2019s important to promote causes, getting too political can create unnecessary controversy.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion:<\/strong><strong>&nbsp;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Now more than ever, it\u2019s imperative for brands to show that they legitimately support causes that are important to consumers, in ways that are not just \u201clip service.\u201d People want to shop from companies that align with their views, and there\u2019s no indication that will change in the generations to come. Thus, the days of ignoring or being blind to pressing social issues are over, as saying nothing is as bad as being on the wrong side, in the eyes of today\u2019s consumers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Now more than ever, it\u2019s imperative for brands to show that they legitimately support causes that are important to consumers, in ways that are not just \u201clip service.\u201d<\/p>\n","protected":false},"author":7,"featured_media":2156,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-2155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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