The Pitfalls of Social Cause Marketing
As a computer repair service in the UK, you might be tempted to jump on the social cause bandwagon. After all, consumers these days are increasingly basing their purchasing decisions on the social causes they care about – whether it’s social justice, diversity and inclusion, or environmental sustainability.
But here’s the thing – for many companies, promoting social causes on social media has proven to be more counterproductive than anything else. Just ask Tatte, the popular cafe chain in the US. When the founder posted messages supporting Black Lives Matter, they were quickly called out by their own employees for having a discriminatory and toxic culture against minority groups. The backlash was so intense that the founder eventually had to resign, dealing a major blow to the company’s reputation.
The Nike Debacle
Nike is another cautionary tale. In 2018, they launched the “Dream Crazy” video ad to mark the start of the NFL season and celebrate the 30th anniversary of their “Just Do It” slogan. The ad featured Colin Kaepernick, the former NFL player who had knelt during the national anthem to protest racial injustice.
The response was incredibly polarized, with people burning Nike sneakers and boycotting the brand. But by the numbers, the campaign was a success – it earned $163 million in media coverage and increased Nike’s brand value by $6 billion, a 31% jump. Their stock price also rose by 5%.
However, the impact was short-lived. A year later, Nike’s “Just Do It” campaign had moved away from the social cause, and mentions of Kaepernick were barely a blip on their social media channels. The campaign was largely viewed as a failure because it didn’t create a lasting impact on either the social cause or Nike’s brand.
The Importance of Authenticity
The reason these social cause marketing efforts often fall flat is simple – if the cause isn’t truly ingrained in the company’s culture and day-to-day operations, consumers and employees will see right through it. They’ll call out the inauthenticity, and the negative reactions will end up tarnishing the brand’s reputation.
Take Starbucks, for example. Their founder, Howard Schultz, recounted that he wanted to create a company that truly takes care of its employees because he had experienced hardship first-hand when his father was injured at work and fired without compensation. Employee enrichment and equity are in Starbucks’ very DNA, so it comes naturally that they’ve been working hard to promote the welfare of their communities.
Lessons from Patagonia and Whole Foods
Patagonia is another great example of a company that has authentically woven environmental sustainability into its core mission. From sourcing and production to product development and marketing, the impact on the environment is a key factor that permeates every aspect of their business. Though they spend little on advertising, they’ve won over customers through their unwavering commitment to their cause.
Whole Foods is another success story. They built their brand on healthy, natural foods and have always recognized the deep connection between healthy food, healthy communities, and sustainable farming practices. In addition to donating 5% of their after-tax profits, they’ve set up three foundations to further their community contributions. Their customers know that their values are more than just lip service.
Embracing Social Causes Authentically
As a computer repair service in the UK, you might be tempted to jump on the social cause bandwagon too. But if you want to do it right, you need to start by aligning your internal culture and operations with the causes you want to champion.
What causes are at the core of your organization’s mission? What’s in your DNA? Once you’ve answered those questions, you can start weaving those causes into every aspect of your business – from how you treat your employees to the way you source and manufacture your products.
Only then can you authentically promote your causes on social media without fear of backlash or accusations of inauthenticity. It’s a long-term game, but the payoff can be huge – not just in terms of customer loyalty and brand reputation, but in the positive impact you can have on the world.
Navigating the Pitfalls of Social Media
Of course, even if you do get the internal alignment right, social media can still be a minefield when it comes to promoting social causes. The spread of your messages is largely driven by external key influencers, which can be hard to control. And unlike individuals who tend to have a strong, singular identity, your company’s social media presence is likely to be a complex web of different messages and topics that can quickly bury your social cause content.
Just look at the contrast between Colin Kaepernick’s Twitter account and Nike’s. One year after the “Dream Crazy” campaign, Kaepernick’s account was still laser-focused on the social cause, with him at the center of the social network. Meanwhile, Nike’s Twitter content was a vast, complex web of sports celebrities, product ads, and other news events that quickly overshadowed their social cause messaging.
Putting It All Together
Promoting social causes on social media is a delicate balancing act. If you want to do it successfully, you need to start by ensuring that your internal culture and operations are truly aligned with the causes you want to champion. Only then can you authentically share your message with the world – without fear of backlash or accusations of inauthenticity.
And when it comes to social media, remember that it’s just a platform. Your true focus should be on the long-term, sustainable impact you can have on your community and the world. By staying true to your values and consistently walking the walk, you’ll build a brand that customers can truly trust and believe in.
So take a page from the playbooks of Patagonia, Whole Foods, and other purpose-driven companies. Embrace your social causes with authenticity and persistence, and let that shine through in everything you do. The rewards, both for your business and for the causes you believe in, will be well worth the effort.
