Socially Responsible Marketing: How to Use Cause Marketing to Make a Difference in your Community and for your Business
Given current events such as the Covid-19 pandemic and a heightened awareness of social issues across the news and media, it’s no surprise that businesses and consumers alike have been placing an increased emphasis on giving back. While the idea of “voting with your dollar” and making a difference is nothing new, it’s been taking off recently - and it doesn’t show any signs of stopping. Read on to see how you can incorporate cause marketing and socially responsible marketing to not only be of service to your community, but to also make a difference for your business.
What is Socially Responsible Marketing?
The concept of socially responsible business practices and marketing focuses on the idea that businesses should be good citizens by balancing their business strategies with activities that benefit society, whether it’s on a local, national, or global scale. When it comes to marketing, social responsibility can play a role by focusing on attracting consumers who have an end goal of making a positive difference through their purchases. In other words, philanthropy and marketing can go hand in hand by promoting values that align with consumers and the interests they’re passionate about. For instance, a Forrester Research study found that roughly 52% of U.S. consumers factor values into their purchase choices, and seek brands that proactively promote beliefs and values aligned with their own.
Doing good when it comes to purchase decisions isn’t a uniquely American thing though. According to a Nielsen survey of 30,000 worldwide consumers, products were willing to pay 66% more for goods from brands that demonstrated social commitment. Yes, you read that right. Not only are consumers more likely to pay for products or services that demonstrate commitment to a social cause, but they’re also willing to pay more for brands who show they care. That’s not to say that you should always up your prices when using cause marketing, but it goes to show how dedicated consumers can be when it comes to supporting a cause they care about. So, how can brands get this message across?
Luckily, there are plenty of ways for brands and businesses to implement social responsibility practices, and some may make more sense than others given the nature of their business. From sustainable packaging, promotions supporting local organizations, donating portions of profits toward charities, and more, there are many ways to weave social responsibility into your business’ marketing plan. For instance, Nike was able to incorporate their support for women by advocating for and highlighting the stories of resilient women in sports across their campaigns, and State Farm insurance strengthened their relationship with the Black community by creating the “50 Million Pound” campaign to give back to the community and educate African-Americans about the risks of being overweight. While these are bigger brands, small businesses can also find ways to get involved with cause marketing by partnering with local organizations and groups on a smaller scale.
However, bear in mind that you also need to walk the walk. If your business claims to support a particular cause, you’ll need to keep up the work and do your part. Consumers can sense authenticity - and inauthenticity. In fact, 65% of respondents from a consumer survey said that they research a company's stand on an issue first to see if they’re credible, so make sure you actually do your part! Although it can sound daunting to get the ball rolling at first, social responsibility in marketing can eventually pay for itself by building trust with consumers and converting them into potential loyal customers who are happy to do business with you.
How Can Local Businesses Use Cause Marketing?
Cause marketing involves taking the idea of social responsibility a step further by choosing a specific cause to align with. It’s crucial that you understand your core consumer base to provide the most value possible, while keeping in mind that audiences are savvy and can pick up on any traces of inauthenticity. For a more seamless integration, it’s best to incorporate cause marketing into your business’ long term plans. Instead of a one and done contribution, consider making yearly goals for annual fundraisers or events. Picking a cause is great, but you should aim to pick one that you genuinely believe in and want to support. While it’s best not to choose a cause that is too polarizing for your audience base, aligning with a local charity or group can be a safe bet and a great way to get started.
Thankfully, you don’t need a huge budget to begin using cause marketing, and it can help if you team up with a local marketing agency to successfully get the word out about your business. Since digital marketing tends to be the most cost effective while also having the ability to reach more people across popular digital platforms, a digital marketing agency can help you establish marketing metric goals for your campaign in order to see maximum growth. Thanks to digital’s capabilities, you can also target specific audiences in your area who may be more interested in or more likely to support the cause you’ve aligned with. Whether you’re looking for increased awareness, lead generation, or audience engagement, a marketing agency can help you see the process through from beginning to end. For tips on choosing a local marketing agency for your business, feel free to check out
our article on the subject.
Considering that
one out of two consumers
are belief-driven buyers, it’s worth keeping up the momentum with cause marketing. Not only does it add purpose and create a conversation between you and your target audience, but it can also set you apart from competitors. To take things a step further, turn your cause marketing campaigns into a celebration. By getting employees involved, setting fundraising goals, and celebrating contributions and milestones, both your business and community can take part in making a positive impact - and enjoy the process too.
How to Use Cause Marketing within Multicultural Marketing
The U.S. is on track to become a minority-majority country within the next two decades. If you haven’t already considered reaching growing multicultural audiences with a designated multicultural marketing plan, the time is now. That being said, aligning your cause marketing efforts can go hand in hand with your multicultural marketing plan given that marketing to audiences of specific cultures can lend itself to aligning with their interests and values. However, it’s important to keep in mind that having a socially responsible company or diverse company does not replace the importance of a multicultural marketing strategy. While socially responsible and diverse companies are great, they can still fail to engage with multicultural audiences if they do not have a proper external outreach plan in place. So how can your business reach these consumers effectively?
Digital is your best bet. For instance, when it comes to reaching Hispanic audiences, 88%
of digital-using Latinos pay attention to online ads that include aspects of their culture, and Latino millennials are
66%
more likely to connect to social media and digital platforms through their cell phones. Since U.S. Hispanic audiences in particular are digitally savvy and receptive to ads that acknowledge their culture, they’re a key demographic you cannot afford to miss out on. Adding a digital marketing strategy aimed at the Latino market is a great way to get started, and choosing a Hispanic digital marketing agency that’s on top of the latest trends and knows this audience inside out is a recipe for success. Head on over to our
case studies to get a better idea!
Aside from being the second-largest ethnic group in the U.S., Hispanics are also younger than other groups with a median age of 30, according to the
Pew Research Center. With research showing that younger audiences are especially keen on supporting socially responsible businesses, practically any brand that wants to engage with Millennials or Gen Z consumers needs to position themselves to appeal to Latinos - yet many businesses tend to miss the mark. Cause marketing centered around Hispanic audiences doesn’t have to be overly complicated. Some ways to get started include supporting causes around citizenship, immigration, Hispanic heritage, and more. Additionally, there are plenty of areas to look into for helping the nation’s Latino population, especially when it comes to health and education disparities as a result of the Covid-19 pandemic. The options are endless, and working with an agency that is a part of the culture and understands core values can go a long way in creating a cause marketing campaign that makes sense for the audience you have in mind.
How to Get Started with Digital Marketing Today
Consumers have never been more willing to support brands that are aligned with causes that reflect their values. From the global pandemic and global events that have skyrocketed the public’s attention toward social issues, there has never been a better time to do your part to help as a business - and it might even help you out more than you know in return.
Want to learn more about getting started? If you’re new to digital marketing or would like to give your current digital marketing strategy a boost, feel free to
contact
one of our expert digital marketing consultants or find a
location near you
today. No question is too big or small!
