But It must be an authentic effort.
We’ve reached a point where companies can no longer—and should no longer—stay silent about broad-reaching social issues.
Employees are speaking up to hold their employers accountable to their own missions, and customers are loyal to brands they believe align with their personal values, whether that’s about sustainable practices or inclusivity. It’s an exciting time for consumers and employees and is also the right time for brands to be thoughtful.
Supporting causes as a brand is important. You have a platform and audience that can be used for social good and are sometimes afforded a budget that can effect real change. But even with the best of intentions, supporting a social cause can cost brand equity if consumers sniff out inauthenticity.
However, there are steps companies can take to ensure supporting a social cause, particularly when it’s tied to a marketing campaign or business impact, does not go awry.
PICK YOUR CAUSE(S)
Some companies choose a single cause to support, which they focus all of their efforts and budget on. While that may seem like a strategic approach, it’s also unrealistic. Unless you are an extremely niche brand, there will be multiple worthy causes that relate to your brand or matter to your employees. Many companies fear that supporting multiple causes can come across as ingenuine, but that’s not innately so.
Continue reading your story on the app
Continue reading your story in the magazine
Whole Foods' Will Chau Has Had A Scrappy Path
The path of Whole Foods Market’s global director of creative and branding has been a scrappy one.
This Is Your Brain On Marketing
Brands toy with sensors to better understand their customers.
The Barbie Doll
On the eve of her 60th birthday, a look at. America's most primped, perfect and polarizing plaything.
Marketing Needs To Be Inclusive
Diversity efforts must be authentic and go further than checking off a box.
The agency clawed it's way back to the top by making ‘better decisions, faster’.
Meet The New Broadcast TV Chiefs
After taking over last fall at ABC, FOX, and NBC, these four execs are ready to reveal their strategies.
Today’s media agencies face a new slew of challenges, as more clients slash budgets, issue RFPs and take everything in-house, from planning to programmatic. But clients aren’t the only ones making big changes. Both OMD and Initiative bounced back from challenging years with strategic pivots, picking up new business from brands like Daimler Mercedes, Liberty Mutual, Revlon and the U.S. Army. Breakthrough network Essence transcended its reputation as Google’s digital resource to score new partnerships with BP, Peloton, T-Mobile and more while doubling its headcount and adding 11 offices around the world. On the work front, these shops proved their media mettle with headlining campaigns for Amazon, McDonald’s, Target, USA Network … and who could forget the International House of Burgers? Read on to find out why these three earned Adweek’s Media Agency of the Year honors
A strong vision and a key investment from holding company WPP Fueled an incredible year.
Deutsch’s Head Of Music Straddles The Record And Advertising Industries.
Agencies Scramble Over OTT
Investment teams try to get up to speed while they educate clients.