Socially conscious marketing isn’t a fad; it’s here to stay. In fact, the 2017 Millennial Impact Report found that millennials are more likely to support and buy from brands that exhibit philanthropic values and social consciousness. It helps them feel more connected to brands, especially if the latter support social causes they deeply care about.

The report also discussed that millennial consumers are more likely to research a brand and what it stands for before investing in it, implying the need for businesses to be socially conscious and communicate what they support.

However, developing socially conscious campaigns is trickier than it sounds. You need to ensure you come across as authentic and build a lasting connection with your audience. Here are a few tips our multicultural marketing research firm suggests you try for your campaigns.

Pick a Cause You Can Back Up

If you’re randomly picking a social cause to incorporate into your marketing strategy, you’re at risk of coming across as pretentious and opportunistic. Being socially conscious doesn’t mean you jump on the bandwagon and include whatever seems to be trending. You need to really think about the stance you take through your campaign and ensure it aligns with your brand.

For instance, a company that engages in illegal or unethical labor practices can’t suddenly advocate for human rights and expect it to work. Similarly, a brand can’t advocate for the fight against climate change and promote sustainability if its manufacturing and packaging processes significantly harm the environment.

You need to be authentic when developing a socially conscious marketing campaign, and this isn’t possible if there isn’t genuine alignment. If you pick a cause to support, back it up. Inconsistent efforts are detrimental for your socially conscious campaign.

Create Time-Specific Socially Conscious Campaigns

You know what they say, you need to strike when the iron’s hot. Again, this doesn’t mean jumping on the bandwagon. However, timing your socially conscious campaigns and marketing content can help you stand out and create more impact.

Case in point: Budweiser’s 2017 Super Bowl commercial. The brand created an advert showcasing the journey of an immigrant, making a political statement on immigrant rights and inclusion at a time when Americans were divided over the topic. The ad premiered at one of the biggest sporting events of the year, which made it even more impactful. As expected, the ad helped boost sales and establish the brand’s stance on immigrant rights.

Be Prepared for Criticism

When you pick a social cause, you need to be bold. Not everyone would agree with your stance, and you may face backlash and criticism. Don’t let this discourage you. Instead, use it as a learning opportunity on how to respond to criticism and stand by what you believe in.

Socially conscious marketing doesn’t mean you go looking for controversies. However, it can be high-risk and nerve-wracking. That said, it also pays off if executed right and can help with your branding.

Hire a Multicultural Marketing Firm in New York for Your Campaign

Ethnotics is an experienced multicultural marketing research agency that incorporates an inclusive approach to help businesses with their market research and analysis. Our multicultural marketing research firm helps brands develop socially conscious and impactful campaigns.

Reach out to the team today to get started.