At O&3, we know that advocating for social causes is about building trust, loyalty, and brand affinity with your customers, and that’s why we use our platform to make a real difference to people and the planet.
The way consumers interact with brands has undergone a fundamental shift.
It’s not just a case of pushing products and hoping for the best. Today’s conscious consumers demand more. They expect companies to be transparent, sustainable, and committed to making a positive impact on the world.
Social media has become the ultimate platform for conversations about social issues, as people use it to connect, share, and mobilise around causes they care about. According to the “Championing Change in the Age of Social Media” research, a staggering two-thirds of consumers believe that it is important for brands to take a stand on social and political issues.
This means brands need to find their voice and use it to champion social causes that resonate with their values and audience. So, join us today as we explore effective, ethical, and sensitive ways that brands can address social issues to engage with their consumers.
The Power of True Brand Advocacy
In the fast-paced world of digital marketing and brand promotion, authenticity is vital and it’s important that brands understand and define their voice. This is a process not just about developing a catchy slogan, but about revealing a core identity and brands need to consider what makes them unique and how those distinctive qualities can be genuinely expressed.
Authenticity in advocacy should not be about jumping on the latest trend or supporting a cause merely for popularity, but to align with causes that resonate with the brand’s values and the values of the target audience. This can be done through identifying social, environmental, or cultural issues that align with the brand’s mission, resulting in more sincere advocacy and helping to build stronger connections with consumers.
For example, at O&3, our mission is creating harmony in humanity and habitat, where sustainability isn’t just a business strategy, but woven into the very fabric of our existence. We genuinely believe that the products we help bring to life should be as gentle on the skin as they are on the people who cultivate them, and the planet we all call home. However, this isn’t just a slogan or statement. As a business, we have identified the need for fair trade practices, and work closely with local communities, setting up farming cooperatives and offering fair compensation for their hard work. We also address environmental issues, working with suppliers who share our commitment to biodiversity, conservation, and eco-friendly harvesting practices.
In a world of natural ingredients, our message and perpetual quest for innovative ways to reduce waste, minimise energy consumption, and cut emissions, fosters a genuine connection with conscious consumers.
Emotional Resonance
Authenticity is often conveyed through storytelling. Using narratives that evoke emotion and resonate with the audience’s experiences. Whether it’s through blog posts, social media campaigns, or video content, storytelling is a powerful tool for building authentic connections, and crafting content that shares the human side of the brand and the impact it aims to make.
Dove is a brand that is arguably most famous for its “Real Beauty” campaigns, which have challenged narrow beauty standards for decades. Instead of using photoshopped models, they feature real women of all shapes, sizes, ages, and ethnicities in their ads, sharing their personal stories and celebrating their unique beauty. This resonates deeply with audiences because it’s relatable and genuine. Some of the ways they masterfully use storytelling to convey authenticity across various platforms include:
#MyConfidenceJourney
Dove launched this online campaign where women could share their personal stories of body confidence and self-acceptance. The vulnerability and rawness of these stories created a powerful sense of community and allowed Dove to connect with people on an emotional level.
“Self-Esteem Project” Documentary
They partnered with self-esteem expert Liz Claiborne to create this documentary exploring the impact of media and societal expectations on girls’ self-esteem. The film, distributed for free online, sparked important conversations about beauty ideals and provided educational resources, particularly for parents.
Short Films
Dove has created several powerful short films, like “Hair Love” and “Curls,” that tell heartwarming stories about identity, self-acceptance, and embracing difference. However, these films go beyond simply selling products and tap into universal emotions, leaving a lasting impression on viewers.
These are just a few examples of how Dove uses storytelling to convey authenticity. Their commitment to featuring real people, sharing unfiltered narratives, and tackling important social issues resonates with audiences and builds trust in their brand.
The Importance of Nuanced Communication
Maintaining authenticity while navigating sensitive topics can be challenging, but it’s not impossible. Brands need to be transparent about their stance, acknowledge differing opinions, and emphasise their commitment to learning and growth. Authenticity shines through when brands address challenges openly and work towards positive change.
Nuanced communication ensures brands avoid facing pushback over social issue-related campaigns. An infamous example of a tone-deaf attempt to co-opt a movement for commercial gain was when Pepsi released an advert in 2017, starring Kendall Jenner that appeared to trivialise the Black Lives Matter movement. The ad showed Jenner joining a protest and then offering a police officer a can of Pepsi, before the advert was pulled after facing widespread criticism.
This example is just one of many that shows that when engaging in brand advocacy, it is crucial to approach sensitive, social, and political topics with respect, empathy, and nuance. It is important for brands to understand the diverse perspectives that may exist and strive to be inclusive in their messaging. A way to do this would be through seeking input from diverse voices within and outside the organisation to ensure a well-rounded approach.
O&3 Thoughts…
Authenticity is an evolving process. It is the foundation of successful brand advocacy and by finding your brand’s unique voice, aligning with meaningful causes, crafting compelling content, navigating sensitive topics with respect, and measuring the impact of your efforts, you can build a genuine connection with your audience that goes beyond transactional relationships. However, be careful when taking a stand on social issues, as they risk alienating consumers if they are perceived as being inauthentic or opportunistic. In a world inundated with messages, authenticity stands out as the beacon that attracts, engages, and fosters lasting brand loyalty.
Why O&3?
We believe that trust is the foundation of ethical sourcing. That’s why we maintain the highest standards of transparency. Our customers can trace the journey of each ingredient and we believe in open communication regarding the wonderful places around the globe that contribute to the creation of our natural oils.
From ethical sourcing, to cultivating collaboration, we take pride in recognising the invaluable contributions of our global network of suppliers, each playing a significant role in our shared commitment to sustainability and community support.
O&3’s commitment to sustainability and ethical sourcing ensures that your product lines are environmentally responsible. For more information about how we can give you access to premium ingredients that support your company’s mission, head over to our website, Instagram, Facebook or LinkedIn.
Please note that the views/opinions expressed in this blog are solely our own. It is the responsibility of our clients to conduct the necessary testing to substantiate any claims and ensure compliance with industry standards for every ingredient. We will not accept any liability for claims made based on our content.
This year, the industry was shaped by evolving consumer demands, increasing transparency, and deeper commitments to environmental and social responsibility.
