By Clint Sanchez · Published · Updated · 3 min read
Quick answer
A brand becomes socially responsible in three steps. Be transparent: publish a page that says how much you donate, where it goes, and what impact it has. Get the entire business on board, not only marketing, with clear goals and a written policy. Be genuine by choosing only initiatives that align with your values. Customers see through greenwashing, and 82 percent of marketers told HubSpot they were maintaining or increasing social responsibility investment in 2022.
Key takeaways
- According to HubSpot's marketing trends report, 82 percent of marketers said they were investing the same or more in social responsibility in 2022.
- Customers want to know how much a brand donates, where the money goes, and what impact it has, not just that a donation happened.
- A dedicated page on your website is the place to document charitable giving and sustainability initiatives.
- Social responsibility fails when only the content marketing team champions it; the whole business has to be committed or customers read it as inauthentic.
- A written social responsibility policy that every employee follows keeps the company aligned.
- Only take on initiatives that match your values; customers can tell when a cause is a marketing gimmick.
In Livingston Parish, social responsibility is measured in flood recovery volunteers, sponsored ball teams, and who showed up with a truck after the 2016 water went down. A Denham Springs business that publishes exactly what it gave and where, and whose employees were actually there, earns a kind of trust that a national cause campaign never will.
As content marketers, one of the trends we’re seeing take front and center stage is the importance of social responsibility. In a world where customers are increasingly valuing brands that share their values, it’s more important than ever for content marketers to make sure they’re speaking authentically and empathetically about social justice issues, the fair treatment of employees, and other essential topics.
Interestingly, this isn’t just something that content marketers are paying lip service to. A whopping 82% of marketers say they’re investing the same or increasing their investment in social responsibility in 2022.
However, it’s essential to remember that if you’re leveraging social responsibility in your content marketing efforts, your entire business must be on board with championing social responsibility. Anything less than that will be considered inauthentic by today’s discerning customers.
Want this handled for you? We build and market websites for Louisiana businesses, and we will tell you honestly if you do not need us.
So, the question is: Is your brand socially responsible? If not, what steps do you need to take to get there? Below, we’ve outlined a few key things to remember as you work to make your brand more socially responsible.
1. Be Transparent About Your Social Responsibility Efforts
Customers today want to know exactly what brands are doing to be socially responsible. They don’t just want to see that you’re donating money to a good cause; they want to know how much you’re donating, where the money is going, and what impact it’s having.
To be as transparent as possible, consider creating a dedicated page on your website that outlines your social responsibility efforts. This is the perfect place to share information about any charitable donations you’re making, any sustainability initiatives you’re undertaking, and anything else you’re doing to make a positive impact.
Here’s an example from IDBI Bank about their donation of a new vehicle to be used in distributing mid-day meals to the hungry:
As part of one of our Corporate Social Responsibility Initiatives, IDBI Bank is happy to be associated with The @AkshayaPatra, with their distribution of mid-day meals, by handing over a brand new distribution vehicle. pic.twitter.com/3m6XEDTEB8
, IDBI BANK (@IDBI_Bank) August 3, 2022
2. Make Sure Your Entire Business is on Board
As we mentioned earlier, it’s not enough for just your content marketing team to be championing social responsibility – your entire business must be committed to it as well. After all, customers will quickly see through any attempts to greenwash or otherwise fake your commitment to social responsibility.
To make sure that everyone in your organization is on board with your social responsibility efforts, clearly communicate your goals and expectations. You might even consider creating a social responsibility policy that all employees must adhere to.
For example, as you can see in the Tweet below from FishChoice, their entire team is on board. So much so that they’ve created an entire advisory committee:
Our FisheryProgress Social Advisory Committee (SAC) + partners met in person this week! The group provided feedback on the Human Rights and Social Responsibility Policy, monitoring and evaluation design, and more.
, FishChoice (@FishChoice) July 21, 2022
Learn more about the SAC here: https://t.co/1YmpkkHHdp pic.twitter.com/kAk96qx95X
3. Be Genuine in Your Approach
Above all else, being genuine in your approach to social responsibility is essential. Customers can tell when a brand is simply paying lip service to social responsibility or using it as a marketing gimmick, so make sure you’re only taking on initiatives that align with your values.
By being transparent, making sure your entire business is on board, and being genuine in your approach, you can make sure that your brand is seen as socially responsible – something that will be increasingly important to customers.
Do you want to learn more about how to make your brand socially responsible? We can help! Contact us today to find out more about our content marketing services.
BlakSheep Creative can help you:
- Develop a social responsibility policy for your business
- Communicate your commitment to social responsibility to employees and customers
- Create content that highlights your brand’s socially responsible initiatives
- And more! .
Contact us today to learn more, or visit our reputation management services page to learn how we can help.
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About the author
Founder & Lead Developer · Denham Springs, LA
Clint has built and marketed websites for 26 years, since founding BlakSheep Creative in 2000. He is also a 29-year firefighter and a 23-year member of IAFF Local 557, which is where the bias toward plain answers over sales copy comes from.
- Veteran-owned
- Firefighter-owned
- IAFF Local 557
Common Questions About Socially Responsible Brands
Short answers to the questions that come up most on this topic.
What does it mean for a brand to be socially responsible?
How transparent should a business be about donations?
What is greenwashing and how do you avoid it?
How do you get employees on board with social responsibility?
Can a small business afford to be socially responsible?
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