Consumers have also cheered and supported companies that had social purpose embedded in their original business model. Companies like TOMS Shoes gives a pair of shoes to an impoverished child for every pair sold, while Warby Parker gives eyeglasses to those in need. These companies quickly became favorites, especially for younger customers.

The answer for many brands is clear. They need to build cultures that reflect their values, beliefs, align themselves with the hopes and aspirations of their customers, and be prepared to take a vocal stand when action becomes necessary and true to the promises they’ve made.

In today’s climate, consumers want to know that the brands they support and their employers share the same values on topics that hit close to home. For companies, saying and doing nothing can be just as detrimental as saying the wrong thing. But taking part in a controversial discussion presents a risk, and it is vital that brands weigh the risks and rewarding before throwing their hats into the ring.

As consumers’ expectations of brands’ social responsibility continues to evolve and become more complex, it’s important that brands understand that consumers demand more of the companies they support. Brands not only have to give something back to society, but they also have to stand up for the values they instill within their brands. Although weighing in on controversial issues presents risks, it can be riskier for companies to remain silent.

https://landor.com/thinking/brands-can-succeed-social-purpose