What are the challenges and opportunities for brands to engage with social causes and activism?

1 Why ethical branding matters

Ethical branding is not just a marketing strategy or a corporate social responsibility initiative. It is a way of expressing and demonstrating the core purpose and values of a brand, and how it relates to the wider society and the planet. Ethical branding can help brands build trust, loyalty, and differentiation in a competitive and crowded market, as well as attract and retain talent, partners, and investors. Ethical branding can also create positive social impact and contribute to the global goals of sustainable development and human rights.

2 How to identify and prioritize social causes

One of the first steps for brands to engage with social causes and activism is to identify and prioritize the issues that are relevant and meaningful to their business, industry, and stakeholders. This requires a thorough and ongoing analysis of the external and internal factors that affect the brand, such as the social, environmental, political, and economic trends, the expectations and needs of the customers, employees, and communities, and the vision and mission of the brand. Based on this analysis, brands can select and prioritize the social causes that align with their values, goals, and capabilities, and that can create value for both the brand and the society.

3 How to communicate and collaborate with stakeholders

Another key step for brands to engage with social causes and activism is to communicate and collaborate with their stakeholders, both internally and externally. This involves creating a clear and consistent message and narrative that explains the rationale and objectives of the brand's involvement, and that showcases the actions and outcomes of the brand's efforts. It also involves engaging and listening to the feedback and opinions of the stakeholders, such as the customers, employees, partners, media, and activists, and addressing any concerns or criticisms that may arise. Moreover, it involves collaborating and co-creating with the stakeholders, such as by supporting or joining campaigns, initiatives, or movements that share the same vision and values as the brand.