Why Corporate Social Responsibility Is Good For Your Brand

We’re all drawn to people who share the same beliefs as us. Some people cut off ties with friends over clashing political views because those views are reflections of values, which are important to them, while others look for partners that share the same views as them. It’s just easier to get along with people who see things the same way as you!

Similarly, almost 75% of consumers would refrain from purchasing goods and services from a company that functions against their own personal values. People are becoming increasingly aware of their impact on the world, and realising how the decisions that they make as consumers make a difference as well. As a result, they are more conscious in differentiating between companies that line up with their values, and companies that don’t.

Enter CSR: Corporate Social Responsibility!

CSR refers to your company’s efforts to abide by laws and function ethically in its society. It can be applied in many different ways – by donating to charity, making an effort to reduce environmental impact, taking care of your labourers and more. CSR clearly makes it easier for your company to establish its beliefs and values, and show consumers what you care about. But how exactly can your brand genuinely benefit from implementing it?

     1. Helps consumers feel a deeper connection to your company

When your consumers recognise that your brand pays attention to its impact on society and the world, it becomes easier for them to put their faith in you. The awareness that your company is not just functioning on a level that is focused on monetary returns, but also on what it can offer to the world as well, helps customers find something more meaningful in engaging with your company. It lets them feel that they are supporting a cause rather than just conducting a transactional exchange with a company, and it shows! A stunning 90% of consumers would buy something offered by a company whose beliefs line up with theirs. Using CSR to display the values that you have in common with your target audience helps to make them feel more connected to your brand in terms of shared beliefs and ideals. In turn, supporting your brand would mean supporting the shared cause.

A good example of CSR in this sense would be Patagonia’s “Don’t Buy This Jacket” campaign. A company rooted in environmental work, Patagonia’s campaign essentially told its customers not to buy one of its fleece jackets. Instead, it encouraged customers to recycle the jacket when it was worn out and return it to the brand to reuse and turn into other products. They could also get broken products repaired, to reduce the number of products being thrown without maximising wearability. Despite literally telling customers not to buy their product, Patagonia actually saw a 30% increase the following year! This growth depicts how the campaign showed consumers that Patagonia takes its cause seriously, leading to more support and more purchases.

     2. Helps your employees find more purpose in their work

It’s no surprise that 80% of people aged 13-25 would rather work with brands who actually show sincere concern about the effect they have on the community. The youth today are outspoken and strong-willed about what they believe in – they find additional purpose when they are striving for something bigger than themselves. This is further reflected in how employees feel like they are contributing to a deeper cause when your brand has meaningful intentions, which adds more purpose to the work that they do. As a result, they feel more satisfied with their job! When employees are motivated by the impact of the work that they do, the company is bound to thrive as its workers come together to make a difference in the name of a common, good cause.

     3. Guides your company towards making a difference

CSR pushes your brand towards doing more for the community, and this instils a culture of mindfulness in the company which encourages further change! As a result, it becomes second nature to make company decisions that help to make the world a better place in some way.

Once again referencing Patagonia, the brand is a fantastic example of a company that has consistently been working to make a difference with the way that it is run! From making the switch to organic cotton back in 1994 to encouraging Americans to vote in the 2020 Election by providing useful links on its website, Patagonia has continuously supported social causes. Their mindfulness is clearly a company culture that was already present when the brand was started and then built upon as the years went by. They’ve pushed themselves in the right direction towards doing more and doing better!

Earlier in the year and closer to the beginning of the pandemic, we at 8traordinary also took on some CSR ourselves! We created an Instagram AR filter to support local businesses that had been greatly affected by the pandemic. The filter was designed to help users find and choose a local F&B establishment to get their food fix from, drawing attention to these businesses in a fun and engaging way for users! By strategically selecting businesses to spotlight and doing so in a shareable and entertaining manner, we are happy to extend a hand to these establishments in our own way! Try the filter here.

In our experience, CSR does not have to be difficult to execute whatsoever! Moreover, it has a way of showing your consumers that your company is not all bark and no bite. Putting in the time, money and energy into CSR efforts is a great way to prove your dedication to good causes and enhance your brand’s reputation while helping the world in one way or the other. All brands have the capability to be game-changers and to make a difference through their operations! Every little bit counts. The effort that you put into doing better for your community will come back to benefit you in the long run, so jump on the opportunity and make a difference today!

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Hero image: Jon Tyson, Unsplash