There’s no denying that social media plays a major role these days, especially when it comes to the products we consume. Still, research also shows that for comparable price and quality, 91% of consumers prefer to switch to a brand that supports a good cause. Whether it’s sustainable skincare or supporting the LGBTQ+ community, brands with a good cause sell their products while supporting issues they care about. Through social media, brands have the opportunity to become an integral part of potential customers’ lives and skillfully convince customers with their message.
In this article, we present 7 dedicated brands and show how they use social networks to initiate change.
Ben & Jerry’s Impresses as an Environmentally Conscious Brand
Ben & Jerry’s started fighting for the environment before it became “cool” and is now at the very top of the list of environmentally conscious brands. The company uses social media to raise its voice, but also puts its promises into practice in the manufacturing process. Ben & Jerry’s sources its dairy and egg products from ethical and fair trade producers and uses sustainable packaging for each product.
The brand uses its social platforms to its advantage, combining engaging graphics with meaningful messaging to capture the attention of its audience. Every post the brand shares on Instagram about climate protection is connected with a link in the bio. From there, the brand offers a wealth of content, including educational blog posts, environmental petitions, and climate change videos.
gitti is all about Sustainable Cosmetics
The cosmetics company gitty focuses on the trend themes of sustainability and veganism. With its products, the brand hits the pulse of time and gets its themes across on social media in an open and convincing way. The company quickly recognizes the community’s enthusiasm for its product and often puts basic things to their vote, such as bottle shapes, brushes, or the color of the cap.
To drive the beauty revolution, gitti already convinced over 82 thousand users on Instagram alone. With tutorials and how-to videos, the products are staged optimally and usually excite thousands of users. Combined with company updates and diversely staged product presentations, gitti sustainably increases engagement and reach.
Stella McCartney Makes Fashion Luxurious and Sustainable
Stella McCartney is one of the leading players when it comes to sustainability in the fashion industry. In 2016, the designer took responsibility for their supply chain to ensure that all of their products are ethically sourced and produced under organic criteria. The brand has always been committed to producing its beautiful pieces without fur or leather, and proves again that fashion can be both luxurious and sustainable.
To spread the brand’s sustainability manifests A to Z, Stella McCartney highlighted key points such as responsibility, longevity and simplicity on Instagram. During Fashion Week 2020, for instance, each photo of the SS21 collection was accompanied by a description of the materials used for each look, where they come from and how they contribute to the company’s overall goal of sustainability. In this way, sustainability becomes an integral part of content production and is reflected in each of the posts on social media.
ASOS Proves that E-Commerce can be Environmentally Conscious
ASOS is not only a pioneer of e-commerce retail, but also of sustainability. Since the launch of ASOS Marketplace, 76% of all items sold on the platform are either vintage or pre-owned. The brand actively promotes the marketplace and its sellers on its social channels by highlighting clothing care, sustainable choices, and repairing and recycling old clothes.
ASOS Marketplace has its own Instagram account, which features posts from vintage sellers. The account promotes not only the purchase of secondhand clothing, but also showcases local handmade products and sustainable charities that people can support. In doing so, the company increases engagement with the community and clearly puts them in the spotlight. Posts like these often receive more than thousands of likes and generate lots of interactions and strong engagement.
Phenomenal Focuses on a Diverse Community
Lifestyle brand Phenomenal skillfully uses its social media presence to demonstrate what issues it stands for with its products. On Instagram, the brand creates content that can be shared – such as graphics, quotes, screenshots of tweets – that reflect its stance on issues like mental health, racism, and homophobia.
By using simple posts with quotes and text, Phenomenal increases the interaction of their users. These posts are easy to share and help increase brand reach and engagement. This way, Phenomenal reaches more people and can raise awareness for its causes. To introduce its products, the company uses detailed captions to inform users and at the same time emphasize its stance on a topic.
Bumble Makes Dating a Female Affair
Bumble is the first app to combine dating, friend-seeking, and career management into a single social platform. The core of their brand message is simple: female empowerment. One glance at their Instagram feed is all it takes to feel empowered and not let anyone tell you what to do. That’s the power of Bumble’s Instagram feed! The brand shares tips on how to feel good on a date, reminds women why it’s important to put yourself first, and teaches self-esteem – Bumble’s Instagram feed is full of content that has it all.
Real people will always do better on social media than brands. Bumble is aware of this. That’s why its campaigns are aimed at organic content shared by its ambassadors on social media, rather than promoting its own brand through big influencers. With its Bumble Queen Bee program, the company targets young women who are no longer students and want to represent Bumble in their city. This way, Bumble makes content look as natural and organic as possible and convinces its followers with naturalness and authenticity.
There are many well-known companies that are standing up for important issues, such as sustainability, diversity or empowerment. Taking a stand on social issues has become a no-brainer, as consumers demand that brands that support them prioritize these issues and actively engage. Social media offers companies a variety of opportunities to showcase themselves from different perspectives and address issues using appropriate formats. If you have a strong community that shares your values, you can turn them into advocates for your brand and further expand your reach.
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