{"id":1022,"date":"2020-01-09T23:04:23","date_gmt":"2020-01-09T23:04:23","guid":{"rendered":"https:\/\/events.sustainablebrands.com\/conferences\/sb22\/?p=1022"},"modified":"2020-12-15T12:07:30","modified_gmt":"2020-12-15T20:07:30","slug":"why-brands-who-exhibit-social-responsibility-will-come-out-on-top","status":"publish","type":"post","link":"https:\/\/events.sustainablebrands.com\/conferences\/blcc22\/why-brands-who-exhibit-social-responsibility-will-come-out-on-top\/","title":{"rendered":"Why Brands Who Exhibit Social Responsibility Will Come Out On Top"},"content":{"rendered":"\n

by Amanda Brinkman, Chief Brand Officer at Deluxe + Creator<\/em><\/p>\n\n\n\n

Many brands have\ntraditionally focused on one objective and one objective alone: driving\nrevenue.  But with today\u2019s more\nconscientious consumers, brands are being forced to consider their broader social impact in order to stay competitive.  Research from Kantar\u2019s 2020 Media Report<\/a> reveals that 90 percent of consumers\nthink brands should be involved in social issues, and they want to support brands they trust and believe in.  With this in mind, every organization should\nask how they\u2019re making a positive impact on customers\u2019 lives, and what their\npurpose is beyond just driving a profit. \nThis philosophy of becoming a purpose-driven organization\u2014which I believe will ultimately drive more business and improve a company\u2019s bottom\nline\u2014is something I like to call \u201cdoing well by doing good.\u201d \n<\/p>\n\n\n\n

In order to be a purpose-driven organization, every company\nshould start by identifying its brand purpose\u2014taking a hard look at what unique\nvalue it adds and why the brand exists. \nBut when I think about\ntruly<\/em> being a purpose-driven organization, I mean moving beyond just\nhaving a brand purpose and taking what I call \u201cbrand action.\u201d  <\/p>\n\n\n\n

Brand action\nisn\u2019t a momentary thing, but sustained action that makes a meaningful\ndifference in consumers\u2019 lives.  Take\nWarby Parker, for example.  The eyewear\ncompany is committed not to just earning a profit but also donating a pair of\nglasses for every purchase through their \u201cBuy a Pair, Give a Pair\u201d\nprogram.  This brand action is focused on\nalleviating the issue of impaired vision, all while continuing to expand Warby\nParker\u2019s business.  <\/p>\n\n\n\n

The key to success is taking authentic<\/em> brand action\u2014which can come to life in many different ways\u2014that advocates for consumers and actively works to enhance their lives.  Content creation, for example, is an extremely effective way to raise brand awareness and change perceptions.  At Deluxe, we decided that, rather than marketing at<\/em> small businesses, we would take action.  Because we believe small business owners are the backbone of our economy, we created the Small Business Revolution<\/a>, an acclaimed television series where we award a $500,000 revitalization to struggling small towns throughout the U.S.  <\/p>\n\n\n\n

Together with high-profile partners, such as Shark Tank\u2019s\nRobert Herjavec and Trading Spaces\u2019 Ty Pennington, we revitalize one community\neach season\u2014spending time with business owners, helping them understand ways to\nimprove their marketing, evolve their customer experience, and even renovate\ntheir spaces.  Doing so has led to\nmeaningful connections not just with Deluxe and each community but has also\ncreated deeper relationships within<\/em> these communities.  As a result, this authentic storytelling has\ngiven way to social responsibility.  <\/p>\n\n\n\n

At Deluxe, we didn\u2019t set out to create a program that\ndefined authentic brand action.  We\nsought to shine a spotlight on the small businesses that make our country great\nand, in the process, found a purpose that has helped define our program.  Now, when we share our company\u2019s love for\nsmall businesses, it truly comes from a place of authenticity \u2013 we want small\nbusinesses to thrive; we want to share their stories; and we want to make sure\nwe are investing in their success.<\/p>\n\n\n\n

Creating the Small Business Revolution has ultimately led to\na new brand perception and greater success for Deluxe, helping to drive news\ncoverage, impressions, social media reach, and millions of episode views\u2014all\nwhich stemmed from a place of authenticity. <\/p>\n\n\n\n

Social responsibility is, among many things, acknowledging\nthe imprint large corporations like Deluxe have on the fabric of society.  If we were able to successfully create\nbrand action at Deluxe, a 100-year-old, publicly traded company, so too can\nyour organization.  It just requires a\nparadigm shift and focusing on how your brand can make a difference in people\u2019s\nlives.  <\/p>\n\n\n\n

Find an authentic way to tell the stories of your brand\nactions, be humble about it, and brand affinity will follow.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\"Amanda<\/figure>
\n
<\/div>\n\n\n\n

Amanda Brinkman<\/h4>\n\n\n\n

Creator, Producer, and Host
Small Business Revolution<\/strong><\/p>\n<\/div><\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Many brands have traditionally focused on one objective and one objective alone: driving revenue. But with today\u2019s more conscientious consumers, brands are being forced to consider their broader social impact in order to stay competitive.<\/p>\n","protected":false},"author":3,"featured_media":1027,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[],"yoast_head":"\nWhy Brands Who Exhibit Social Responsibility Will Come Out On Top<\/title>\n<meta name=\"description\" content=\"With today\u2019s more conscientious consumers, brands are being forced to consider their broader social impact in order to stay competitive.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/events.sustainablebrands.com\/conferences\/blcc22\/why-brands-who-exhibit-social-responsibility-will-come-out-on-top\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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