In today’s world, anyone who does not stand for anything will eventually have their voice drowned out by those who do. We live in an era where social media has amplified people’s voices to a degree that was unimaginable in previous generations. With a laptop and the right online platforms and tools, an ordinary person can build a popular global movement. Widespread fatigue with individual and corporate avarice and renown for the sake of renown is increasing. Exposé on the corrupt activities of prominent personalities, companies, organisations, and even whole industries are released every so often. All of the above indicate a desire for those in positions of power and influence to be more socially conscious. Making a profit does not suffice anymore; it is becoming more imperative for brands to make a positive social impact.
Many communities across Africa are either in need of initiatives that can bring about positive socio-economic change or have preexisting initiatives that need more investment. According to the 2021 Edelman Trust Barometer, 89% of South Africans expected brands to take social action and support local consumers. The benefits African brands will reap by becoming more intentionally involved in social impact initiatives are numerous and range from transforming communities to improving the business bottom line. Several companies across the continent have realised this and are beginning to take corporate social responsibility seriously, however, most of these businesses are large enterprises. Smaller entities and brands can and should invest in social impact initiatives as they provide an opportunity for them to not only articulate or highlight their brand values but to act them out or embody them (i.e. walk the talk) thereby earning the trust of their stakeholders and audience. Trust has become an indispensable part of marketing and communication in recent times. Here are some considerations for brands to make as they invest in social impact initiatives;
Identify an initiative you’re passionate about and aligns with your brand values
Making an impact is more than publishing a picture of smiling children on your social media platforms, it is an experience that requires commitment as it involves elements of advocacy, project management, and resource mobilisation among others. It is therefore easier to choose an initiative that is close to your heart, represents the ideals you aim to strive towards, and is worth investing your time and money in. Some brands invest in social impact projects to solely build a good reputation or to launder a soiled reputation but many of these efforts appear as contrived as they are. You’d rather be proactive (not reactive) and sincere because audiences and consumers can always tell the difference between what is true and what isn’t. Also, be intentional and not half-hearted.
Your marketing material should respect the dignity of your beneficiaries
It is so tempting for those in the non-profit space and businesses involved in corporate social responsibility to present themselves as “saviours” or “heroes” to amp up support and enhance their reputations. Yes, it is true, it is important to raise awareness around the issues you’re tackling and the challenges that the people who face them go through. It is also true that these organisations and businesses are changing people’s lives which is admirable. However, your potential beneficiaries are thinking and feeling human beings and as such should be afforded dignity and respect when it comes to how they are depicted. Many organisations and entities have, in the past, come under fire for portraying their subjects in undignified positions and situations. Ethical considerations are to be made in this area and privacy is to be given when it is requested.
Avoid being hypocritical
Undoubtedly, investing in social impact can elevate the perception of your brand by the public but this can be a double-edged sword. On one hand, you have the potential to build consumer or audience trust and loyalty, and on the other, expectations are heightened. There will be a need to constantly ensure that you are adhering to your principles across the board. It is confusing when a brand donates a large sum of money to a children’s home but has bad customer service or is unfairly compensating its employees. So, aim to be true to your values in both your conduct and your impact.
Audiences and consumers love a good story and, in most stories, there are two forces, the one that acts for good and the one that represents evil. By striving to make a positive social impact, you are aligning with the forces of good, and building a meaningful legacy but do so with wisdom and thoughtfulness.
