How brands can put social impact at the core of their business to lead the future

Jessica Lauretti, managing director, The Anthem Awards

Over the past 20 years there has been a massive cultural shift — the technological revolution has disrupted our individual relationship to the planet. This shift has offered unparalleled global access and connectivity while giving way to a disruption of traditional supply and distribution chains and ushering in a new wave of automation. The social media revolution has disrupted our relationship with communication, with new tools that help us share, organize and participate on a global scale while also accelerating misinformation leading to division and violence.

The past 10 years have seen an increased escalation of this trend. Economic factors such as increased living costs, stagnated wages and increased debt, along with severe storms, political unrest, war, refugee migration and the current pandemic force us to confront our global interconnectedness, a future of instability and an emphasis and urgency around the here and now. From digital to grassroots organizing, fundraising, awareness campaigns and launching of new social movements, humans are working together like never before to make a direct impact on their communities.

Brands acting on this societal shift will gain more trust from consumers

These factors are prompting a new level of public discourse and debate, and have ushered in a new era of consumer and corporate transparency and accountability.

There has been a shift toward experiences over material possessions as well as a new lack of trust in our institutions and government. As a result, individuals, organizations and corporations have become de facto leaders and trust, authenticity and attention are the currency of the day — coupled with a rejection of the status quo. There is now a global call for progress and action in pursuit of landmark victories across climate, human and civil rights, equality and more.

The numbers reflect this societal shift and show that the public is demanding this change and putting their dollars behind their actions:

86% agree that CEOs should publicly speak out on societal challenges such as pandemic impact, job automation and local community issues
66% of millennials and Gen Z respondents say they are willing to pay more for products and services that come from companies who are committed to positive social and environmental impact
64% of millenials won’t take a job if a company doesn’t have strong corporate social responsibility values

And we see that brands are answering this call. The Webby Awards reports that they have seen a 33% increase in social impact work submitted for recognition in the past four years from brands and agencies alike. From groups standing up for human rights to brands creating inclusive workplaces, organizations across industries are actively reimagining a better world for all.

Brands integrating sustainability into authentic storytelling will find success

When considering a brand’s impact on the world, it’s best to begin with the core of their work. Gone are the days of a single …read more

Source:: Digiday