How Social Causes Can Become Part of Your Brand

Social causes can be aligned with your brand’s mission, positioning, and messaging. Some of the greatest brands have connected with causes that promote positive social change.

Brands have a unique role to play in our lives. From being superficial choices that express our style and sensibility to reflecting deeper preferences and loyalties that go beyond reason, brands occupy a space that can be personal and social. Large swaths of people can rally around a brand, and everyone has a personal origin story about the brands they love and hold dear in their hearts.

Brands are also global, and cross media and language barriers to knit into the daily threads of our life. Moreso than government agencies or public service programs, brands have an opportunity to change attitudes and behavior that can be meaningful and long-lasting.

Of course, brands exist as businesses to earn profits, but we all know that we human beings are emotional and social creatures, and we naturally seek out ways to belong and identify — even with the products we buy.

In the 21st century, we can buy pretty much anything we can afford. We can get great coffee, nice clothes, watches, good food, etc., and we rarely have to worry about the quality and effectiveness of things we buy.

So what is that added ingredient to influence our choices? It’s that magic stuff of brands that help us show and tell others – and ourselves — who we are, who we’re not, and how we want to present.

As brands continue to understand this, and a massive generational wave approaches the planet, I’m seeing more evidence that brands are moving more intentionally than ever to connect with the deepest belief systems we hold.

More than how we look and what we present, brands are opening ways that help each of us show and tell others – and ourselves – what we believe.

Should you align with a social cause? What is the risk? What is the reward? Why would it make sense for your business and your brand? These are questions only you can answer, but here are some examples of brands who have strongly and boldly connected themselves to a cause that aligns with their business and their brand.

Starbucks “All You Need Is Love” — Possibility of Peace in Our Time

This was a very simple concept from 2009. How do you get as many people representing as many countries as possible to sing the same song at one time?

Starbucks had yet to achieve the global reach they have now, but they were able to capture an idea and implement something beautiful. At a single moment, they recorded folks from around the world to sing “All You Need Is Love.” Proceeds of Starbucks drinks went to combat the AIDS epidemic in Africa, which is also a major source supplier of their coffee products.

This isn’t really controversial — who doesn’t want more love? But it shows singers from Rwanda, Israel, and other countries where there has been an overcast of violence, shining a light on the idea that there is more that brings us together than pulls us apart.

Dove “Campaign For Real Beauty” and Always “Like a Girl” — Promoting women’s & girls confidence

For over a decade the Dove Campaign For Real Beauty has been promoting a mission to help more women feel beautiful every day, and a message that asks all of us to reflect on “What is Beauty?”

Through numerous, thoughtful, and compelling ads, they have struck right at the heart of beauty standards, how we see ourselves, and what we want to show our young girls. They’ve been consistently, brilliantly, fighting for a cause that’s worthwhile and global in nature.

Here’s one from this year that’s amazing. There are tons more. Visit the Dove YouTube Channel and bring your tissues.

https://www.youtube.com/watch?v=7OufbVVpqV0

And, I’d argue that Always followed in the wake of Dove’s approach with their newer ads promoting “Always Like a Girl’ campaign to lift girls’ confidence. These ads ring true to the product, business, and brand, and push a social change that’s positive and uncontroversial. Who doesn’t want girls to be more confident and grow to be more confident women?

Lush — Organically-made self-care products with no animal testing

When you walk into a Lush store, it looks like a farmer’s market. The soaps and bombs look and smell yummy enough to eat…and they are! You can eat them! Because they’re made with natural and organic ingredients, the business is able to authentically promote a movement of pro-eco friendly.

And, since they never test on animals, they also promote animal welfare causes, too. The alignment of the business model and the cause is perfect, and reflected in the branding, typography, and in-store experience. The employees absolutely walk the talk, and believe in the company and the social causes they promote.

See some employees talk about their fresh handmade cosmetics:

I would argue that any business can find a cause that makes sense for their model and brand. The question is if the leadership in your brand is compelled to make a stand for that cause, and how the cause knits into the culture and overall position and messaging.

What about you and your business? Is there a cause you believe in? Does the cause make sense? Can it become something that makes your brand stronger?

I’d argue that Starbucks, Dove, Always, and Lush are extremely strong brands, and are made even stronger with their alignment of social causes. Of course, I’d enjoy your feedback.

Can Brands Really Make Us Happy?

Can brands really make us happy? If you ask any brand marketer, the answer is clearly “yes.” And even more so if you ask marketing staff from Coca-Cola, McDonald’s, Dove and now LuLuLemon, all of which have spent substantial marketing resources on associating their brands with “happy.”

Can brands really make us happy? If you ask any brand marketer, the answer is clearly “yes.” And even more so if you ask marketing staff from Coca-Cola, McDonald’s, Dove and now LuLuLemon, all of which have spent substantial marketing resources on associating their brands with “happy.”

But do consumers consciously purchase products with the sole purpose of achieving happiness? And if so, it is a conscious drive or among the 90 percent of our thoughts that drive our behavior from our unconscious mind?

According to Steve Quartz, professor at California Institute of Technology, we do, but mostly unwittingly, as emotional purchases are often unconscious. Quartz, a one-time believer that consumerism or the drive to buy stuff did not generate happiness, changed his tune after creating a consumer neuroscience project to further explore the psychological impact of buying. As stated in his article, which appeared on PBS.org, here’s what he learned:

We found that asking people to merely look at products they considered “cool” sparked a pattern of activation in a part of the brain known as the medial prefrontal cortex.

Quartz continues to explain that the brain activity resulting from seeing something deemed to be cool, and contemplating owning that coolness, is similar to how the brain responds when we receive a compliment, or feel that someone else values the brands or they have gone up in social status or peer approval. These are the same feelings we get when we anticipate love or rewards, or feel connectedness as we actually experience hormonal rushes of dopamine and oxytocin.

If the above is true, then it makes sense that adding visual and social coolness to your product packaging will increase attention and sales to even failing products as the cool score can actually trump other decision influencers. A case in point is that this very approach made big dollars for Proctor and Gamble when it redesigned the packages for Clairol Herbal Essences, a failing brand it bought in 2001 and decided to reinvent, per its packaging appeal in 2006.

P&G added a total happy appeal to its product, replacing the clunky dull pink rectangle bottle with vibrant-colored, shaped bottles that actually nestled together, making the purchase of the shampoo and conditioner pair more attractive – visually and emotionally. In addition to creating a more energetic shape, they added fun, happy language and changed the names of each product to reflect that new, inviting energy. P&G also uses fun language that reflects the persona of its target consumers and added riddles to the bottles. If you wanted the answer to the riddle on the shampoo bottle, you needed the conditioner, too. Post-repackaging, with a more vibrant, fun, shaped bottle and adding elements of happiness through language and interaction, sales soared. Products like Color Me Happy and Hello Hydration rose to the Top 10 products for shampoo sales in 2014, according to research from Statista.

In recent years, McDonald’s jumped on the happiness bandwagon with its 2014 Super Bowl advertisement, “Pay With Lovin.”Instead of focusing on its products or building appeal for new products, the entire 60-second TV spot showed cashiers surprising customers by telling them to pay for their purchase with gestures of love toward another instead of money. The impact of happy customers doing happy dances and calling home to say “I love you, Mom” produced some happy results for McDonald’s, as well as happy customers. In just two weeks of running the ad, the McDonald’s brand perception rating went from 30 percent positive or neutral to 85 percent positive or neutral, per a March 2015 article on adweek.com.

Aligning with happiness seems to be working well for Coca-Cola, too. It has a website dedicated to happiness quotes, music and tips. Its corporate social responsibility program is built all around giving people free gifts out of Coke vending machines at shopping malls, the Happiness Truck in underprivileged communities worldwide, and so much more. I’m pretty sure the marketing team and shareholders alike are happy with the brand’s 96 million likes on Facebook and sales of more than 1.7 billion servings of its product daily.

How you can add happiness to your brand’s marketing:

1. Learn What Moves Your Customers: Every personality has style, color, energy, art and more preferences. What are those associated with your target consumer? I was working with an agency that creates ads for auto dealers. We did a psychology-based marketing audit of its customers for a specific car and learned the creative was spot-off in its ads. The psychology profile for potential buyers was bright colors, high-energy visuals, and action/adventure-oriented themes. Its ad featuring a white car, sitting still in a parking lot, was doing nothing. We changed it up and changed response.

2. Know Your Data: Skip the transactional data and focus on behavioral data that is aligned with emotions. As mentioned earlier, we learned from neuromarketers that 90 percent of our thoughts and subsequent actions are driven by emotions, not conscious thought processes upon which our past transactions are based. Invest in programs that help you understand patterns, attitudes, emotional needs based upon behavior science, generational and cultural influences.

3. Share the Love: Remember, customers are people with strong emotional needs that go far beyond the products they purchase. And they are more than a name on a data field with a dollar value assigned to it. Create customer journeys that provide joy, relief and comfort along the way with your brand, and put in place return policies and customer service protocols that make them “Happy” when working with you vs. frustrated or anxious.

Most importantly, have fun creating opportunities for your customers and speaking with them on their terms, and from their own persona. When you have fun and create happiness on the job, it is simply contagious. And that’s a good thing to spread.