2021. Wow, can you actually believe it? Firstly, since we’re delving into the topic of brand ethics, it would only be fitting for us to wish you well for what the rest of the year has in store for you and your business/brand.
In the last few years, it is evident that brands have started placing a much greater emphasis on their response to important social issues, whether this is a mere marketing tactic or actual sincerity, would we ever know? But this is not what this article is all about. We’ve done plenty of social listening experiments. We think it’s important to delve into why and how (especially in the last 10 years) brands can help break societal stereotypes and shift outdated ideologies, and if they’ve actually succeeded.
Historically, corporate social responsibility emphasised how businesses and organisations are doing good to tick as many points as possible off their moral checklist. Today, however, socially aware audiences are wanting more. Consumers are increasingly favouring brands that align with their ethical high ground and take a stand on the important issues of the day.
So, to answer the question, yes. The role of the brand has evolved. More and more brands take a different stance and negate away from the “I, me, my” mentality, with advertising that touches on issues from saving the planet to gender equality and doing so quite successfully.
In 2021, let’s be mindful that it’s time for your brand to explore a purpose and draw inspiration from the guys that are getting it right – the Nike’s, the Reeboks, the Google’s and the Lego’s.
If not now, then when?