If the last 18 months has proved anything, it’s that we should never take anything for granted. Every business, from small to global has felt the impact of the pandemic in one way or another; and even though there is FINALLY light at the end of the tunnel, the world could do with an extra dose of positivity and there’s never been a better time for brands to drive change.
So, what is social good?
In general terms, it means positive societal impact. An activity that aims to help the greatest number of people in the greatest possible way. This could include taking positive steps in the fight against climate change or helping to make healthcare and education accessible to everyone.
Okay great. But why is this important for me?
Other than that lovely warm, squishy feeling you get from helping someone else, it’s really good for your brand too. According to Facebook, prior to the pandemic, 28% of surveyed shoppers would recommend or promote a brand to a friend after hearing about a business’ values, causes or practices. Post-pandemic however, it’s been reported that a massive 65% of surveyed people stated that how a brand acted during Covid-19 will have a huge impact on their likelihood to buy from them in the future.
And if this isn’t enough, further Facebook research has shown that the younger generation are more invested in social good than ever before. A huge 79% of Gen-Zers agreed it’s become more important for companies to behave sustainably and 69% now expect brands to make their stance on social and political issues public. This shift in consumer priorities is only expected to grow, meaning that the more brands can invest in social good now, the more they can ‘future-proof’ themselves for years to come.
So what can I do?
Well, the good news is that what social good looks like for your brand can be different to what it is for another and there are lots of different ways you can invest:
1. Making your products or services environmentally friendly
2. Apply social good through operations, such as fair treatment of staff or more sustainable supply chains
3. Showing up where it matters and supporting charitable events
4. Amplifying your cause by posting about on social media and encouraging others to join in
Who else is doing social good?
Ben & Jerry’s – As well as making darn good ice cream, they’re pretty serious about making the world a better place too with their 3-part mission guiding decision making.
Innocent – The irreverent smoothie makers give 10% of all profits to charity, as well as a bunch of other lovely stuff.
Tony’s Chocoloney – Yummy chocolate manufacturers, Tony’s Chocoloney are on a mission to make chocolate 100% slave free.
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