How Social Activism Is Making Waves in New-Age Branding

“How wonderful it is that nobody need wait a single moment before starting to improve the world.” – Anne Frank

Social activism is nothing new in this day and age. It has been around for ages–people taking matters into their own hands and marching towards the betterment of the world!

So, what’s changed…? Social Media, that is!

The convergence of the physical and digital worlds led to the formation of virtual societies and communities. This digitalized union of both the worlds is not afraid to raise its voice against social evils or unjust cause.

Now, the empowered community Like, Comment, Tweet or Share whatever they believe is just and meaningful. By Liking or Tweeting they share their concerned against injustice, or their support towards an unbiased enterprise. However, all these actions make them feel self-satisfied, since they believe that they have made their fair share of support. Consequently, the impact that they believe they made was substantial, is not since it requires little pains.

Here, brands saw a potential tool that would allow them to make their contributions to the community along with their consumers and might as well take branding to the next level.

Social Activism + Branding = Empowered Consumers

According to a 2009 survey, Edelman 3rd Annual Global Consumer Study, it is observed that 82% out of 6000 consumers believe that making contributions to a good cause make them feel good, and 83% said that they would re-adjust their consumption habit if it can contribute to the betterment of the society or world.

These stats are great for brands looking for a new way to increase their presence, recognition and consumers’ unwavering loyalty. So, Brands nowadays are moving beyond simple dialogues they make with the consumers on social networks.

Instead, they are personally participating in the social causes encouraging consumers to put a step forward and join the horde. The best online social cause that proved the endless potential of social activism was the Ice Bucket Challenge for ALS research, which reached a peak of over $100million on August, 2014.

It isn’t the US brands only making millions out of social activism while making social contributions, but international brands as well. Take for instance the Thai clothing brand, Green Cotton, started Responsible Living and Consumption to contribute to the cause, sustainable eco-development, or the Singaporean brand, Charles & Keith, that participates in Earth Hour for increasing awareness of global warming.

All in all, big things are happening out there, and brands are making tons out of it, while doing some social good.