Use social listening to understand how consumers feel and show genuine support for social causes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 08, 2020, 8:04 AM UTC

Create diverse and inclusive marketing campaigns to reflect support.

This article suggests how brands can leverage social media to communicate their support towards social causes. To go ahead with such social activism, brands must back campaigns with concrete steps like donations and making commitments to change.

Pause and review the brand’s social calendar to learn about ongoing social movements and employ social listening to understand how consumers feel about them. Acknowledging protests and backing social media activism by helping communities can help brands display solidarity.

Reflecting on the company history and culture and addressing any past diversity or environmental issues head-on can bring about honest internal changes. Brands should be clear and firm about their stance and prepare for good and bad feedback, as everyone may not agree to the cause.

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[13 minute read]