How can brands use their influence to promote social change?

Back in Jan of 2015 I wrote an article called "What Is Your Brand Purpose". In it I speak about the importance for brands to create a greater sense of community with their customers and employees at the center. The power of purpose is what drives us all to strive for a better world. Brands who embrace this same energy will not only experience exponential growth but will also attract the best talent to work alongside it. To find out more about what I've experienced please look for the article in my profile page.

To achieve this goal, brands need to have their personality. They also have to be authentic. It means expressing oneself in a way that is genuine, honest, and consistent with the brand or company's values. Showing beliefs and emotions, giving opinions, and even becoming an activist when a social issue does not fit the values the brand defends.

Brands need to understand the need to contribute to social change. They need to believe in it. Otherwise, any contribution will be contrived and useless. They need to determine what social change is important to them as a brand. And they need to develop a concrete calendar covering more than one year with specific actions to be developed in their community. And inform about it in a subtle but decisive way.

Defining a brand purpose is pivotal - it's the heart and soul of your identity. When aligning it with a Corporate Social Responsibility (CSR) program, it creates a unified narrative of impact. A purpose-driven brand doesn't just sell, it stands for something meaningful. Integrating this purpose into CSR initiatives is a commitment to making a positive difference. It guides your CSR, ensuring it's not just a checklist but an authentic extension of your company's values. This alignment elevates your CSR program making it an integral part of your brand's story, which will enhance credibility, trust, and engagement. All while effecting tangible change in the communities where your company operates.

La tarea de Evaluar y mejorar tu impacto social es un proceso constante. Recomiendo utilizar indicadores reales medibles como donaciones, concienciación y testimonios. Al recopilar esta información mediante encuestas o entrevistas para ajustar estrategias y mensajes, mejora tu impacto continuamente.

Looking left and right offers foundational understanding - “cost of entry” context. At the same time, new ideas are critical to growth. Patagonia is still an audacious example.

Es importante observar cómo otras marcas han tenido éxito, aprende de sus campañas y estrategias, y colaborar con aquellas que comparten tus objetivos puede darte otra vision del proyecto o negocio evitando errores al usar recursos disponibles seguramente logras una diferencia importante

Reality of influence are monetary benefits to the brands. Coke created a happy consuming habit of sugar and others, thanks to modern day Santa. In 1931, Coke, through the back door, changed Santa from an elf like man in tan color to coke brand's Red color with a pleasing happy old man who brings gift. Around Christmas that consumption of goods in the name of gifts became a common practice. It's one of the many reasons why people associate coke with happiness. Coke and many other single use plastic bottle users, shifted the social responsibilities from their hands to the people's hand.

Creating a robust CSR program that intertwines with your brand's essence is one of the best ways to use your brand to influence and promote social change. Connecting your CSR initiatives to your brand purpose and core service or product fosters a cohesive narrative. It's not just about giving back, it's about leveraging your strengths to effect meaningful change. By weaving your service/product into your CSR program, you can leverage your unique capabilities to drive change, enhancing authenticity, relevance, and resonance with your audience. This alignment not only serves communities but strengthens your brand's identity.