Become a socially conscious brand? That's an and-and story!
Today, it is virtually impossible to start a brand without social responsibility. People increasingly expect your brand to be sustainable, eco, ethical and local. An evolution to which we can only respond with a loud and clear hell yeah!
But is it really that obvious to be or become a socially conscious brand? To bring the three P's (people, planet and profit) in harmony and not just work for a higher profit? The answer: no, it's not that simple. But if you really go for it, you will undoubtedly do very well.
Listen to your target group
The customer is king. That has been known for a long time and as a company you have to act accordingly. One very important aspect of this is listening to the social needs and wishes of your target group. What do they expect in terms of social responsibility? For example, is it important to them that you only work with ecological materials? Are there certain charities that they consider important that you, as a brand, can donate to? Check this out via social media or a customer survey, but also keep an eye on current affairs to find out what questions are on the minds of your target group.
Extra tip: involve your employees in this as well. Your employees are your strongest ambassadors. Giving them the opportunity to contribute to your social goals can only motivate them to stand behind your brand with both hands. Teamwork makes the dream work!
Putting sustainability in your baseline has already become as much of a pass-through as having passion for your business. Sustainability as a brand value has become self-evident - what people really want to read is how exactly you implement it.
Therefore, constantly be transparent about what you are doing and how you are contributing to it. Are there certain areas in which your company is not yet as socially conscious? Then communicate honestly about what your work points are, how you are going to tackle them and when you want to achieve these goals.
Beware of greenwashing
The biggest pitfall for brands that want to become socially conscious is to pretend to be greener than they are. It is better not to communicate about sustainability or ethical responsibility than to distort the truth or even give false information! Don’t put yourself in danger.
Also, ask yourself why you want to do certain socially responsible actions. Think again if the answer is 'for your image', because then the song probably won't last long. Better to set sustainable goals that you and your team really want to strive for to serve a greater purpose. From a better environment to eliminating child labor and supporting local economies.
Socially conscious: big and small
It is an eternal debate whether small actions can serve a larger purpose at all. But if it can, why not do it? Include both big and small actions in your social plan and know that every little bit helps.
Examples of big actions:
- Striving to make your production process climate-neutral (or even carbon-negative).
- Aiming to exchange polluting company cars for electric bicycles and public transport subscriptions.
- Starting branches or factories in regions with high unemployment and thus participating in the rebuilding of the economy.
Examples of small actions:
- Organize an event whose profits go entirely to a good cause.
- Choose only sustainable merchandising, both for events and for business gifts as well as office supplies.
- Use the voice of your brand to create awareness for a particular social topic.
- Give customers the option during their checkout to donate a certain amount to charity, which you then double.
So, are you ready to walk the socially conscious path with your brand? One thing is for sure: for sustainable merchandise, Kick And Rush is the place to be.