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Conscious Consumerism: Marketing for Social Good

Conscious Consumerism: Marketing for Social Good
October 16, 2017 Ronin Marketing

Did you know that 73% of millennials are willing to pay more for goods or services that have an environmental or social impact? Just let that sink in for a minute.

You can make a substantial, measurable difference to your bottom line by tweaking your marketing plan and supporting people in need. Rather than separating your revenue from your philanthropic interests, why not make them co-exist?

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Here are our top five tips for making a profit with a purpose:

1. Substance Sells

In a world awash with hype and meaningless information, substance is what will set you apart. Nothing tugs at heartstrings and controls the consumer dollar like well-told stories about how your brand is improving people’s lives or changing the planet.

Videos and photos on social media that demonstrate your commitment to changing the world will make your customers feel good about what they’re purchasing.

For example, Warby Parker saw a huge increase in sales when they launched their Buy a Pair, Give a Pair campaign. The company donates a pair of glasses to someone in need for every pair they sell, giving hope to 2.5 billion people around the world who need glasses but don’t have access to them.

2. Team Sponsorship

Groups of people banding together to make a difference always makes for great storytelling. Teams have triumphs and tribulations that make rooting for them exciting to follow, which can be an easy way to increase consumer engagement on social media. If you pair this with a meaningful charity contribution, you’re onto a #winning strategy!

For example, Orbea, a bicycle manufacturer in Spain, sponsored Novo Nordisk, the world’s first all-diabetes professional cycling team. They aimed to instil inspiration in people around the world affected by diabetes. They posted team profile videos on YouTube using the hashtag #OrbeaOvercome and updated their social media profiles with photos and videos of the team in action.

3. Billboards with a Difference

These days, billboards are nowhere near as effective as they used to be. However, there is a rising trend with companies thinking outside of the box to utilise the billboard space in a new way.

For example, to show their commitment to the environment and people’s wellbeing, Tropicana designed a billboard powered by oranges. The billboard had no connection to a power grid – only wires stuck inside the oranges connected to zinc and copper electrodes. The campaign had shock value and used science to promote clean, green energy.

4. Spark social change with a hashtag

If you want your content to be seen by a wider audience, it’s essential to use hashtags. When you create a hashtag, you give your customers a new way to get in touch with you on social media. Your audience can engage in the conversation happening around that hashtag, and you can use it as a call to action.

For example, feminine care brand, Always, learned that many girls lose their confidence when they hit puberty. So they started the hashtag #likeagirl to help girls build their self-esteem and encourage positive conversation about body image, beauty and strength. Not only did their sales increase, but they also saw a huge rise in online followers and brand awareness.

5. Powerful visuals

Images stick in people’s heads much more than words. Graphics, videos and imagery can spark associations and memories that are tied to emotions in ways that no sentence or blog post ever can.

For example, Lush Cosmetics went viral when they launched their Fighting Animal Testing campaign in 2012. They enlisted the help of a performance artist to show people passing by one of their retail stores what animals have to endure when they’re being tested on. The performance was brutal, but it was just a fraction of the horror that actually occurs behind the closed doors of laboratories around the world.

Do you need help with your social media campaigns? Want to spark social change with marketing? Get in touch with us today to find out how we can help you take your business’ online presence to the next level.