Marketing for social good is a hot topic amongst marketers. Some say it's a great way for brands to help enact meaningful change while building brand favourability. Others say it's best for brands to stay in their lane and focus on their business.
Brands have the resources, the voice, and the platform to inspire and influence real change in the world. In doing so, they can garner the respect and loyalty of many, which will benefit them commercially as well. It's a win-win situation. However, some marketers are sceptical because they either don't believe it is the place of a profit-driven corporation to tackle social issues, or they are afraid that it could backfire and cause irreparable damage to the brand's reputation.
Here are 10 reasons why brands fail spectacularly and what you need to do to execute a successful marketing campaign that tackles social issues:
1. Lacking Authenticity and Transparency
Brands need to ensure that the social issue aligns with their values and that they are genuinely committed to the cause. They shouldn't use social issues as a mere marketing gimmick. Consumers are savvy and can tell when a campaign is authentic and aligns with the brand’s values, and when it is just a marketing ploy to capitalise on a popular social issue. Being transparent about their intentions and the impact of their campaign, both socially and commercially, will lend greater credibility to their brand.
Example: If a clothing brand claims to be environmentally sustainable due to the materials they use but their production and fulfillment processes are harmful to the environment, it can harm the brand's reputation and credibility when these come to light.
2. Irrelevance to the Brand
Brands that address social issues that are relevant to their product or service tend to be more successful with their campaigns. This helps to bridge the logic gap as to why your brand is involved in tackling the social issue as opposed to creating more scepticism and scrutiny on your campaign.
Example: A cosmetics brand's campaign about women's empowerment has a higher chance of being impactful and successful as opposed to tackling issues relating to men's health or homelessness .
3. Undefined Target Audience
Brands should understand their target audience and their opinions on social issues and tailor their messaging accordingly to ensure that it resonates with their audience without offending or alienating the audience.
Example: A financial services company promoting financial literacy should tailor their messaging to different age groups and financial literacy levels.
4. No Sign of Impact
The brand's campaign should have a tangible and measurable impact on the social issue being addressed. If the campaign is focused purely on generating awareness on a social issue with no measurable impact, it can be seen as greenwashing, which may erode consumer trust. Brands should also continuously evaluate the effectiveness of their campaign and adapt their approach as necessary to maximise impact.
Examples:
A shoe company donating a pair of shoes to a child in need for every pair sold.
A tech company promoting digital literacy measuring the number of people who completed their courses and how they fared in their education or career thereafter, and tweaking their approach to improve results.
5. Poor Timing
The brand should ensure that the campaign is timely and not tone-deaf to the current social climate. This goes for the entire duration of the campaign, and ensuring that swift action is taken should an unlikely event arise.
Examples:
Launching a campaign promoting overseas volunteer work during a pandemic would be seen as tone-deaf.
It would be wise to pause a campaign about how your brand engages in fair labour practices in a particular country if civil unrest suddenly arises in that country, as it can be seen as insensitive.
6. No Risk Assessment
Brands should consider the potential risks associated with addressing a social issue in their marketing campaigns. These risks may include negative backlash, boycotts, or damage to the brand's reputation. Planning for risks allows brands to find ways to mitigate them prior to launching their campaign and prepare contingencies to manage them should they arise during the campaign. Most importantly, risk assessment help brands make an informed decision on whether they should proceed with the campaign or not.
Example: Nike's 2018 "Dream Crazy" campaign featuring Colin Kaepernick sparked controversy and boycotts, but ultimately resulted in a boost to the brand's sales and reputation.
7. Not Considering Intersectionality and Cultural Sensitivities
Brands should be aware of cultural nuances and sensitivities when addressing social issues, particularly when operating in global markets. Further to that, brands should consider the intersectionality of the social issue being addressed and ensure that their campaign is inclusive and does not perpetuate systemic inequalities.
Examples:
A campaign about body positivity that only features thin, fair skinned conventionally attractive models would not be inclusive or effective.
A beauty brand promoting skin lightening products in countries where colourism is prevalent could be seen as insensitive.
8. Lacking Consistency and Commitment
Congruence between a brand’s marketing message and their business practices regarding the social issue is vital to building consumer trust. In addition to that, brands should consider the long-term commitment required to address the social issue, rather than just a short-term marketing campaign. The less committed and consistent a brand is to a cause, the more likely it will seem like they are exploiting a social issue for commercial gain.
Example: A fast food chain promoting healthy eating habits should consider implementing permanent menu changes rather than just a temporary promotion.
9. No Collaboration with Stakeholders
Brands should collaborate with stakeholders who are affected by the social issue being addressed, such as local communities or advocacy groups, to ensure that their campaign is effective and respectful. Not only will the brand gain credibility by association, the brand will also receive invaluable insights and advice that can help them shape their campaign more effectively.
Example: A food company launching a campaign on sustainable agriculture can work with local environmental groups and farmers to support regenerative agriculture.
10. Insensitive or Incoherent Messaging and Visuals
Brands should be thoughtful about the messaging and visuals used in their campaign to avoid unintentionally perpetuating stereotypes or harmful messaging. This is the first line of communication with their audience, and if the message or visual is unclear or worse, insensitive, there will be backlash which can be detrimental to the brand.
Examples:
A campaign about mental health should avoid using language that stigmatises mental illness or perpetuates harmful myths.
Pepsi’s campaign with Kendall Jenner simplifies a complex social issue by suggesting a can of Pepsi will solve it. Good intention, poor execution.
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