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31 July, 2020

What are socially conscious brands?

Our previous blog looked at why socially conscious brands are the future of business.

It should be noted that what we mean when we talk about socially conscious brands, these are brands that understand the meaningful role that they can play to uplift society, communities and for the multinational brands, make a global impact for the good.

Socially conscious brands do real stuff.

We are not talking about window dressing, or to use a more popular modern term – woke washing.

There are brands that have been built from the ground up on ethical standards and practices who use ethical supply chains and even those whose very products conform to what is perceived as ‘green.’

Brands such as Patagonia and in South Africa, Faithful to Nature are perfect examples.

There are also many brands built on conventional standards who have recognised the need to become more ethical and socially conscious.

These changes may include employee empowerment, ethical supply chains, reducing carbon footprints and social outreach programs.

Too many brands though, even today, consider a good marketing and story-telling strategy as their way to address cause marketing.

This is why the concept is still met with considerable mistrust from conscious consumers, particularly among Generation Z and millennials.

The socially conscious brands we deal with, and have worked with in the past, all do proper work on the ground to impact positively on communities; “For benefit over For Profits”. Profit will and does come from this approach.

Our job is to make sure that the genuine good work that they are doing reaches their desired audiences.

These audiences are consumers, donors, community leaders and any other entities that can be impacted positively from their campaigns and will have a positive impact on their business too.

The world wants more from brands

Socially conscious brands

The 2019 Edelman Trust Barometer Global Report tells us that trust is still a big challenge for businesses and NGOs, although there was a modest rise in this from 2018, where trust was deemed to be at an all-time low.

The Covid-19 pandemic of 2020 will no doubt have a severely negative impact on trust considering the current state of global affairs.

So, there is much work to be done for brands and a lot of it will mean looking at meaningful ways to give back to society, and the environment, as the world looks to recover from 2020.

Getting it right, getting it wrong…

Socially conscious brands

TOMS is a shoe company that practices social enterprise.

They started with their “one for one” model which gave a pair of shoes to someone in need after every customer purchase.

On the surface you would think this was a win-win formula for brand and conscious customer, however they were heavily criticised, some even saying that the brand was simply playing ‘fairy-godmother.’

Not to be deterred TOMS listened to the criticism and improved their program even more. Their tagline to this day is ‘We’re in business to improve lives.’

Currently TOMS is directing one-third of their net profits to the TOMS COVID-19 Global Giving Fund. 

Unilever’s Chief Executive is on record as saying ‘brands that don’t stand for something will be disposed of.’

MasterCard’s 2018 FIFA World Cup campaign was an example of a brand being out of touch and getting it horribly wrong.

Socially conscious brands

They made the cardinal error of linking their ‘giving’ program to an innocuous set of conditions, thus trivialising the cause.

The brand proposed that for every goal scored by superstar players, Messi and Neymar Jr, in the tournament, they would donate 10,000 meals to those in need in developing countries.

The natural outcry was that the multi-billion-dollar company should donate the meals irrespective, which Mastercard conceded to do in the end but the PR damage was done.

They were left red-faced and the traction they were hoping to gain from a well-intended, but ill-conceived campaign, backfired and they received publicity for all the wrong reasons.

Our next blog continues with the theme of socially conscious brands as we serve up a list of epic wins and fails by brands in the cause marketing space.

Don’t forget to drop us a message on the form below if you’d like more info on how we can assist in your cause marketing campaign and strategy.

Good Reads:

  • A Cause marketing case study: The Limitless Potential In Self
  • Using WhatsApp Business for Social Impact Campaigns & Business
  • Storytelling that doesn’t suck: beyond content marketing

 

We would love to hear from you.

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Filed Under: Blog Tagged With: cause agency, cause marketing, charities, content marketing, CSR marketing, digital marketing campaign, digital marketing strategy, inbound marketing, NGO, non-profit organisations, social campaigners, social impact campaigns, storytelling

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We are a creative social change agency. We ensure your do-good stories are told for maximum impact through content creation and story telling.

Environmental issues are very close to our heart a Environmental issues are very close to our heart and this one needs URGENT ATTENTION!
 
Protect The West Coast need support in the form of public appeals to the long-term mining plans of MSR on the Olifants estuary, the third most important estuary in South Africa in terms of wildlife and biodiversity.
 
Submission must be made no later than 2 December 2020.
 
For more info click the link on the @protectthewestcoast profile page.
 
#protectthewestcoast #stoprecklessmining #minealert #protectsouthafrica #savetheplanet #conservation #oneearth #abetterfuture #westcoast #southafrica #olifantsriver #olifantsestuary #IAmBiggerThanMe
"It was great working with the Bigger Than Me team "It was great working with the Bigger Than Me team. We specifically appreciate the time and effort you took to get to know The Learning Trust intimately, so that you can represent its work from a point of view of being informed." - Sibongile Khumalo, Executive Director of The Learning Trust.

We recently completed a five month campaign for @thelearningtrust for their 10th anniversary.

Visit our latest blog as we unpack the campaign we created on their behalf. -> Website URL in BIO.

#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
"I am really looking forward to sharing the import "I am really looking forward to sharing the importance of Cause Marketing in 2020 and beyond and unpacking the components to a successful purpose-led campaign."

This Friday, CEO and Founder of Bigger Than Me, @mrbongza will be speaking at the Virtual Social Media Conference 2020, hosted by Radius Solution Group. 

Greg's session, Cause Marketing Strategies that Build Business and Communities, is on the 27th of November 2020 from 9:40 -10:40.

Visit our Facebook post for links to registration.

Check out our blogs on Cause Marketing, Social Media Campaigns & more > Website URL in BIO.

The event is a platform for industry experts in marketing, communication, PR, Ecommerce, digital and social media to collaborate and share insights.

#CauseMarketing #ChangingLives #storytelling #socialimpact #iambiggerthanme #video #storytelling #contentcreator
If your customers are Gen Y or Gen Z then your bra If your customers are Gen Y or Gen Z then your brand needs to be purpose-driven to remain relevant.

Our latest blog breaks down the first steps in the process of creating a purpose driven brand or business and what you should be considering.

What's your brands purpose driven story?

Visit our blog and read: 'Eight questions every purpose-driven brand should ask.' – URL in BIO 

#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #PurposeLedBusiness
"It all comes down to business that is purpose-led "It all comes down to business that is purpose-led first and foremost, building sustainability strategies in your business is the key to real change that will see profits flow." 

What is The Great Reset and why is it critical to the future of business, society and the planet? 

Our latest blog, 'The Great Reset of Capitalism with a Purpose led humanism strategy' looks at why we can't go back to "normal" post COVID-19 and what the future needs to be. (URL in BIO) 

#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #PurposeLed #thegreatreset
A business marketing video is a lot more achievabl A business marketing video is a lot more achievable today with modern digital technology and although it is still best left to professionals.
 
Our latest Video Marketing blog 'How to Make a Video for Your Business or NPO' offers some important advice to help you get the most out your ideas and ensure they are implemented effectively. (Website URL in BIO) 
 
#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #video #videocontent
"Marketing is no longer about the stuff that you m "Marketing is no longer about the stuff that you make, but about the stories you tell." - Seth Godin 

Read part 2 in our latest Video Marketing blog series called '5 Secrets to Video Marketing' as we unveil some key pointers for a successful video campaigns. (Website URL in BIO) 

#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #video #videography #videotips
Tomorrow, Bigger Than Me CEO and Founder, @mrbongz Tomorrow, Bigger Than Me CEO and Founder, @mrbongza, will participate in a panel discussion, online, at the Global Change Makers Summit 2020 hosted by @irscngo
 
The topic up for discussion: 'Far-reaching consequences that may jeopardise hard-won gains made in improving global education.'
 
To attend any of the virtual panel discussions or workshops visit our pinned post on Facebook for the link. 
 
#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
FACT: Over 8 billion videos are viewed per day on FACT: Over 8 billion videos are viewed per day on Facebook!
FACT: One-third of the internet uses YouTube frequently.
 
A solid video strategy is a must for any brand, NPO or campaign's marketing mix. 
 
Read our latest blog - 'Why a video strategy is important to grow your business or NPO' (website URL in BIO) 
 
#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #video #videocreator #videography
2020 has been a testing year for most of us which 2020 has been a testing year for most of us which makes it even more pressing that brands and businesses recognise the need to adopt a 'for-benefit' business model. 

Our latest newsletter packages all our latest content on the subject. 

Head over to our pinned post on our Facebook page for the link. 

Remember to subscribe in the top left corner 😊
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
NEW BLOG: Email campaigns are one of the most powe NEW BLOG: Email campaigns are one of the most powerful digital marketing tools to use.
 
Our latest blog addresses some key considerations for your email marketing campaigns applicable to non-profits, cause campaigns and businesses. 
 
Hop over to our website blog section to read: 'Email Marketing Best Practices.' – URL in BIO.
 
#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
NEW BLOG ALERT! Influencer marketing has become NEW BLOG ALERT! 

Influencer marketing has become a big part of many brands' marketing mix, so much so that most people have heard the term 'influencer' by now. 

But just what is influencer marketing and how big has it become? 

We break it down in our latest blog... . (URL in BIO).
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #influencermarketing
Cause marketing campaigns can do so much good when Cause marketing campaigns can do so much good when executed properly. 
 
But like any marketing campaign they need to be carefully planned.
 
Completing our blog series on socially conscious brands and their importance, we look at some highs and lows of recent cause related campaigns.
 
Hop over to our blog section on our website to read our latest submission. (URL in BIO). 
 
#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
Not all ‘socially conscious brands’ are made e Not all ‘socially conscious brands’ are made equal and there are many examples of successes and epic failures.
 
But what exactly is a socially conscious brand?

We dig deeper with this week’s blog… (URL in BIO). 
 
#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
Recent statistics state that consumers wouldn’t Recent statistics state that consumers wouldn’t care if almost three quarters of the brands they use just disappeared.
 
Our latest blog looks at why socially conscious brands are the future. 
 
Look for ‘A Socially Conscious Brand business model is the future’ under BLOGS on our website (URL in BIO). 
 
#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
Cause Based Marketing is more critical to a brand’s long term outcomes now than ever.
 
Our latest blog looks at the core components of a strong cause marketing campaign and why every brand needs it! (Website URL in BIO). 
 
#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
We often get asked if Facebook business pages are We often get asked if Facebook business pages are still necessary these days.
 
They are!
 
Head over to our blog section on the BTM website to read our latest tips on Facebook Business pages. (URL in BIO). 
 
#digitalmarketing #socialmedia #digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
Our latest newsletter is out and it is packed with Our latest newsletter is out and it is packed with digital marketing tips, industry info and more.

Head over to our Facebook page for the link on our pinned post. 

Never miss out by subscribing in the top left corner 😊 

#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
Never underestimate the power of a good story!!! Never underestimate the power of a good story!!!
 
Ever heard of SPIN Selling?

Well, at Bigger Than Me we use a concept we call SPIN Viewing!
_________
• S – Create Situation
• P – Highlight Problem
• I – Show the Implication
• N – Show the Need and how they (viewer, reader) can help and become part of the solution easily.
_________
Want to know more? Hop over to our blog and have a read through one of our older, evergreen posts called: ‘The Power of a Good Story!’ (URL in BIO). 

#digitalmarketing #contentmarketing #SEO #blogging #marketing #branding #marketingtips #marketingstrategy #startup #b2bmarketing #storytelling #NonProfit #volunteer #socialgood #changemakers #SharedValue #SocialChange #ImpactEvents #ChangingLives #socialimpact
#Instagram hosted an online Q ‘n A session recen #Instagram hosted an online Q ‘n A session recently to answer user questions about how their algorithms work and to dispel some myths behind the platform.

As part of our ongoing series on #digitalmarketingstrategy we’ve summarised the key things to know.

Visit our website for the latest BLOG (URL in BIO). #digitalmarketing #contentmarketing #SEO #blogging #marketing #branding #marketingtips #marketingstrategy #startup #b2bmarketing
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