A recent survey from insurer Aflac shows us the great importance and impact of Corporate Social Responsibility on the younger generation of people –people who was born in the late 80’s. – Two-thirds of this generation surveyed said that they are likely to invest in a company well-known for its corporate social responsibility program, compared with less than half of adults over 34.
In addition to this, according to a study by Horizon Media’s Finger on the Pulse, more or less 81% of this people expect companies to make a public commitment to good corporate citizenship. All this important data lets us a real fact: when brands and consumers work together to make a difference, positive change can be possible. For brands and companies the message is more than clear: if you want to attract Generation Y, build a reputation for supporting social causes and initiatives.
Here we brought you 3 ways brands can build meaningful CSR programs that have a real impact on consumers:
- Donating has to be really easy: you do not have idea about how powerful can be a social good campaign based around simple and little actions – sending a text message, for example. – There are donation apps such as The Red Cross’text-to-donate that was created after the 2010 Haiti earthquake, which can be taken as a great reference of a good campaign. However, these actions fatigue: from the grocery checkout line to online solicitation, people are constantly asked to give. New CSR models are meeting this challenge with new funding sources that avoid asking consumers for their earned money; they simply ask if they care, and the brand funds the social impact. Do you think there is an easier way to give for a consumer?
- You have to promote all the effort: brands, with their big advertising budgets, have a big opportunity to educate consumers about important causes and issues and the nonprofit organizations that are making a difference. The tip for businesses is to distinguish the cause area they are impacting, the charity with which they are collaborating, and the tangible, measurable impact that is being made. Let us show you an example of this: Patagonia, which uses its website to publicize environmental issues. The brand’s site currently draws attention to Jumbo Wild, a proposed ski resort in British Columbia. By keeping the focus on the cause, the nonprofit, and the impact, brands avoid being seen as “self-promotional.”
- See the concern and turn it into action: we normally see news stories that describe a problem or crisis. We feel compassion, but we have no idea on how to contribute to the solution. This is the moment that brands have a unique opportunity to connect with consumers. Imagine this: you are reading an online report about homeless people. What if, merely by sharing that story, you could prompt a donation to a local homeless people’s organization, courtesy of a sponsoring brand? That is awareness to action, in real time and at no cost to you.