Taking a strategic approach to promoting your social conscience

Many of us who run businesses like to think we have a social conscience, where we ‘give back’ to society or ‘do our bit’ for the local community.

But is what we do enough?

Could we – and should we – be doing more? And in a more structured and strategic way?

I ask that because when you run a business and you need to make a profit to pay your staff and your overheads, doing ‘the extras’ can sometimes be a challenge, especially if you have a small team and you’re stacked out with work.

Is it enough just to do a great job for customers and clients, or provide excellent products and services, or do we all need to find time to go the extra mile and, if so, doing what, and how often?

I’ve been doing a tonne of research for a book I’m writing on Conscience Marketing, a new marketing genre that I’ve created, which is all about promoting your sustainability initiatives in the right way, and it’s been fascinating to see all the different initiatives that people get involved with.

Whether that’s taking part in a sponsored walk and raising money for the local hospice or running a Macmillan coffee morning, donating funds to a local sports team or contributing to major eco projects, I’ve been heartened by the huge amount of activity that takes place.

But what I’ve noticed is the lack of strategy around which initiatives to get involved with, and how they should be promoted from a marketing perspective, both internally and externally. Whether that’s through modesty or fear of greenwashing, or lack of marketing skills or simply not being bothered, it’s such a missed opportunity.

The rise of conscious consumers and the pressures from climate change and social inequalities mean that you’re expected to not only do more than make a profit but also SHOW the world you care. The real challenge lies in how to do this effectively and strategically.

Embedding social conscience into your core strategy

During my research into Conscience Marketing, I’ve found that the most successful socially-conscious businesses are those that incorporate ethical practices into their core strategy.

They ensure that their sustainability efforts aren’t just reactive but deeply integrated into how they operate and engage with their markets, often through their CSR (Corporate Social Responsibility) and ESG (Environment, Social and Governance) practices.

However, one of the key findings from my work is the lack of a framework that will enable companies to build a strong narrative around their sustainability efforts. A more considered approach would enable businesses to leverage their positive actions not only to benefit the community or environment but also to enhance their brand and customer loyalty.

So that’s why I’ve created a new framework for businesses and marketers called the 5Cs of Conscience Marketing which focuses on what you’re doing for Customers, Climate, Communities, Colleagues, and Credentials.

You can find out more about this on our training course at www.consciencemarketing.co.uk. Just like our elephants in the photo above, sometimes we need space to put our heads together to come up with new ideas because, after all, we're extremely social creatures, just like elephants! And they need protecting, like the rest of our wildlife.

The 5Cs of Conscience Marketing

Each of these elements can serve as a guide for businesses looking to build a robust social conscience:

1. Customers: As consumer awareness of ethical issues grows, particularly post-pandemic, people are making more informed choices about the brands they support. Businesses need to align their practices with the values of their target audience. This involves understanding the rise of the ‘conscious consumer’—those who prioritise sustainability, fair working practices, and corporate responsibility in their purchasing decisions.
2. Climate: Addressing environmental impact is no longer optional. From reducing greenhouse gas emissions to improving energy efficiency, companies must adopt sustainable practices as part of their operations. This also ties into avoiding ‘greenwashing’, where businesses claim to be eco-friendly without substantive actions to back it up. Genuine climate initiatives can become a powerful part of a business’s marketing narrative.
3. Communities: Engaging with local and global communities strengthens a company’s social conscience. This could be through grassroots engagement or corporate social responsibility (CSR) programmes. Strategic community involvement not only helps those in need but also builds a positive reputation for businesses, making them more attractive to customers who value community-oriented brands.
4. Colleagues: Businesses with a social conscience recognise that their employees are integral to their success. Fostering an inclusive, supportive work environment where employees are encouraged to contribute to sustainability goals is crucial. This can be through internal green initiatives, flexible work practices that reduce the company’s carbon footprint, or volunteer programmes that empower staff to engage in community projects.
5. Credentials: Accreditations and awards offer businesses a way to validate their sustainability efforts. Certifications such as B Corp status, which measures a company’s social and environmental performance, are increasingly becoming benchmarks for businesses that want to be seen as ethical and responsible.

From ideas to implementation

To translate a social conscience into action, businesses need to move beyond one-off charitable contributions and build a framework that encompasses regular, measurable activities.

These could range from sponsoring long-term community projects, reducing carbon emissions, innovations within your organisation or implementing ethical sourcing policies.

This can then be reflected across all your marketing activities, including your Sustainability and Impact reports, communicating the company’s efforts transparently to customers, investors, and employees.

I love what Marks & Spencer are doing. Go into their stores and you’ll see multiple promotional activities and signage supporting their Plan A initiative. This focuses on responsible sourcing, cutting carbon emissions, and enhancing employee wellbeing.

This strategic approach allows them to tell a compelling story of how they’re making a difference, without detracting from their business goals.

Another well-cited example is the outdoor clothing brand Patagonia, which has committed to giving 1% of its annual sales to environmental causes and ensuring its supply chain meets strict environmental standards.

Their customers trust them not just because they make high-quality products but because they’re deeply committed to protecting the planet.

Aligning social conscience with marketing

Marketing plays a crucial role in how a business’s social conscience is perceived. It’s not just about doing good but about telling that story effectively.

This is where the danger of greenwashing comes in, as overstating or misrepresenting sustainability claims can damage a brand’s reputation. Authenticity is key. Marketing efforts should focus on providing clear, transparent communications about what the business is doing to address its social and environmental impacts.

According to the Global Reporting Initiative (GRI), businesses should aim to share measurable, verifiable data on their sustainability activities. This builds trust with consumers, who are increasingly demanding transparency in the companies they support.

For smaller businesses, this could mean partnering with third-party certification bodies or industry-specific sustainability schemes to ensure their efforts are credible and impactful.

The business case for a social conscience

Embedding a social conscience into your business isn’t just a ‘nice-to-have’; it’s becoming a necessity for long-term success. Research shows that consumers are increasingly willing to spend more on products and services from companies they perceive to be ethical.

Moreover, businesses that fail to adapt to these changing consumer demands risk being left behind as their competitors move towards more sustainable models.

Investors, too, are placing more value on companies with strong environmental, social, and governance (ESG) practices. Companies that can demonstrate a commitment to sustainability are more likely to attract investment and improve their public image, all the while contributing positively to society.

Final thoughts

Building a social conscience within your business is not about doing the bare minimum but rather about taking a proactive and strategic approach to contributing to the world around you.

As businesses evolve in a post-pandemic world, those that are able to weave sustainability and ethics into the very fabric of their operations will not only thrive but also leave a lasting, positive legacy.

So, while it may feel like an added challenge to ‘do more’, the reality is that integrating a social conscience is an investment in the future – one that benefits customers, employees, communities, and the planet.

And, as Conscience Marketing highlights, it's not just about doing good; you can also do well by doing good.