How to Approach Social Impact in the Creator Space

By Andie Bieber

The values of Gen-Z are increasingly influencing our approach to marketing. With an annual spending power of $143 billion, young consumers have a strong preference for brands that prioritize social impact. This ethos extends to the creator space in a lot of ways, as creators are now championing social and environmental causes across their platforms more than ever before. From addressing environmental issues in the fashion industry to promoting eco-friendly lifestyles, creators are becoming catalysts for change.

As a brand marketer, there’s a rich opportunity to start integrating social impact into your creator marketing strategy. This can foster a more authentic connection with consumers, considering that 66% of Gen-Z believe brands should actively engage in societal issues, and 55% prefer socially responsible brands. Collaborating with creators could be the key to unlocking this potential.

So, where should brands begin?

1. Aligning with the Right Talent: Brands can engage in social advocacy by partnering with creators who already support social causes. Creators are using their platforms to amplify marginalized voices and drive positive change, whether it's advocating for environmental sustainability or racial justice. To take a stance on a social impact initiative, businesses can seek out talent partners who align with their chosen cause.For example, Amazon Books recently launched a new campaign shining a spotlight on books by authors from BIPOC and LGBTQIA+ communities. Partnering with creators like @tayrosen and @zoes_read, who are already invested in these communities, helped raise awareness for books written by and about marginalized groups. This resulted in overwhelmingly positive sentiment from consumers, fostering brand loyalty for Amazon Books.
2. Aligning with Credible Organizations: Creators are increasingly collaborating with nonprofits to support social causes aligned with their values. Brands can follow suit by partnering with credible organizations in the space to inspire action.Nationwide's partnership with The Ohio Opioid Education Alliance is a notable example. By teaming up with local Ohio pro and college athletes such as Evan Mobley, Nationwide raised awareness of mental health stigmas. Evan's openness about his own experiences, coupled with Nationwide's determination to break the stigma, created a safe community where audiences could share their stories and interact with each other.
3. Aligning with the Right Message: Gen Z turns to social media and creators for education. A study by Unilever and the Behavioral Insights Team (BIT) found that 75% of people are more likely to adopt behaviors to save the planet after watching social media content about sustainability.Unilever's partnership with BIT and 10 diverse creators across the UK, US, and Canada, such as @going.zero.waste and @maxlamanna, is a testament to this. The creators' content encouraged consumers to reduce food and plastic waste. Out of the 2,500 people engaged in the content, 75% adopted new sustainable behaviors, highlighting the significant impact educational content can have on consumers.

Overall, social causes and advocacy remain top priorities for creators and consumers in 2024. This reflects a broader trend of using social media as a platform for positive change and collective action. Brands can continue to build on their social impact missions, partnering with creators in targeted social-led campaigns to drive meaningful impact in their communities.

If you'd like to explore or chat with us about how we help brands craft breakthrough creator marketing campaigns you can email us directly at [email protected].