How to communicate Brand Responsibility in the era of Conscious Consumerism

We are now in the era of conscious consumerism.

The mindset around brand responsibility is rapidly evolving and consumers now not only want accountability, but they also want to see that you are contributing in some meaningful way. Historically corporate social responsibility has put the emphasis on responsibility - on how businesses are good. Today, however, socially aware audiences expect more. They want to see that you are actively doing good.

It is no longer optional to put all your focus and attention on product performance and pricing strategies. To succeed in this new environment it is crucial to adapt social and environmental responsibility efforts, clearly define where sustainability fits into your brand’s operations, and effectively communicate this to consumers.

There are many different ways of doing this. Just look around social media today to see how brands are incorporating do-good initiatives into their business plans and communication efforts. In today's market, it is imperative to adapt and communicate a brand identity that is honest and transparent.

The key here is simple: authenticity.

Consumers are paying closer attention than ever, but they are innately skeptical of corporate motivations. When polled, almost three quarters agree that when corporations donate to charities or help with social projects, they are doing so to keep up appearances. Consumers are not so quick to take companies at face value when they project social responsibility. In a nationally representative online survey of 600 adults conducted by Certus - only 9% say they “always” believe corporate claims about social responsibility efforts and another 67% only believe them “sometimes.”

“When it comes to social responsibility, consumers are looking for brands to show them- not just tell them- what they’re doing,” says Sheila Mclean, president of Markstein, Mid- Atlantic. “Navigating these expectations is not easy. Brands need a much deeper understanding of their customers’ values as they chart their own social responsibility course. They need to demonstrate real impact over time.”

Social and environmental responsibility can take many unique shapes. But before brands can begin to define various causes and initiatives and communicate them to the discerning public, a few fundamental questions need to be answered.

• Is this a true core brand initiative that will last?

• Are these efforts sustainable long term?

• Is there a solid brand connection to the cause or effort?

• Can the effort be initiated and executed successfully? Will it make an impact?

• If you’re partnering with a third party, have all collaborators contributed enough?

Connecting your brand’s core values with a social or environmental cause will allow you to build trust and fuel brand loyalty. However, when your brand and partners' values are not in alignment, confusion and potentially damaged reputations can be the result.

Clear and proactive communication regarding your brand’s commitment to responsibility from the top down can motivate and engage an entire organization and set the precedent for any third party advocates. Leaderships’ ability to speak fluently on the issues and spearhead initiatives will fuel interest, participation and trust among customers, employees and investors. This can stimulate the belief that efforts are both authentic and are backed by the necessary resources to be achieved in the long term.

The benefits of products and services – or even basic accountability for that matter – are no longer enough brand equity to build an identity upon. Today’s consumers expect more and communicating your responsibility efforts thoroughly and honestly throughout your platform is essential.