Does a brands social contribution play a part in positive advertising?

Author: Sarah Raine Chair

Sarah Raine, Chair of the Charity & Social Marketing Group reflects on the impact social marketing can play.

“A recent report, produced by the Advertising Association and the industry think tank Credos, investigated how people’s views can be affected by a brands social marketing values in their advertising. The report highlights that in general, people are feeling more trusting and positive about the social contribution of advertising, with 44% seeing advertising as a source of positive social change (compared to 34% in 2021). It is worth noting that this rises to 50% for the younger generation of consumers (aged 18-34 years).

This coincides with more and more brands deciding to lead with their values over their product benefits. Something their consumers are demanding. Accenture reported in 2022 that 62% of consumers want companies to stand up for the issues they are passionate about and 66% of consumers think transparency is one of a brand’s most attractive qualities.

We can no doubt all recall certain brands with a true social mission. Brands like Patagonia who, in 2022, announced they were dedicating all profits from the company to projects and organizations that will protect wild land and biodiversity and fight the climate crisis through a climate-focused trust.

Or Ben & Jerry’s, whose mission-based programme creates ice cream flavours with themes of social justice. For every purchase of these themed tubs, the company will donate profits to charities that support animals, the environment, social programmes and other good causes.

Authors Matt Bourn and Sebastian Munden, who wrote ‘Sustainable Advertising: How Advertising Can Support A Better Future’, suggest we all should play a part in holding our industry to account, from being well-informed about our suppliers net zero goals to avoiding greenwashing.

Author: Sarah Raine
Chair of CIM Charity and Social Marketing Group