Creating value with social impact communications
Social impact is good for business. But corporate citizenship only drives business value if you communicate about it. And communicate about it well.
An example:
I made plans to meet up with a former coworker for lunch. She suggested I pick the place. I googled the area and checked a few lackluster websites—it was all overpriced sandwiches to me.
But one place, Chook Charcoal Chicken, stood out: they donate 1% of their revenue back to the community. How do I know? They say so on their home page.
So I picked Chook.
In a sea of fast-casual restaurants (or banks, insurance companies, hotel chains, etc.), the business that leads with their humanity stands out.
Am I a rotisserie chicken fanatic? Not so much. But I do love a good social impact story.
I’m not alone.
Consumers, especially younger ones, want to buy from companies that reflect their values. In fact, 80% of U.S. Gen. Z consumers believe brands should help make people’s lives better.
Companies, even small ones, need to have a social impact strategy to stay competitive. But how do they reap the benefits of corporate citizenship to support their overall business goals?
One of the best vehicles is a thoughtful and transparent communication strategy.
Here are a 3 tips for communicating about social impact to drive business value:
Be authentic. Authenticity starts with designing social impact projects that align with your organization’s mission and values. Chook works towards sustainable farming practices. What's your company's "thing?"
Align social impact messaging to the brand. And vice versa. This is especially important if consumers are loyal to the brand because of its social impact positioning.
No greenwashing. It's cool for brands to be purpose-driven these days. When done well, companies can create real change. But consumers will know if there’s no significant work behind the claims—and they will hate it. Build trust by being transparent.
If you’re looking for social impact report inspiration, check out this hub of reports from all over the world.
With the right communication strategy, social impact can improve:
Brand differentiation,
Talent attraction and retention,
Innovation,
Operational efficiency, and,
Risk mitigation.
And maybe also rotisserie chicken consumption, if that’s what you’re into.
How are you communicating your brand’s social impact story? Reach out today to learn more about our social impact writing services.
