ETHICAL BRANDS CREATE MEANINGFUL CONTENT
Did you know that 92% of Millennial consumers are more likely to buy products from ethical companies? That’s the population of Canada and Australia combined.
So in a nutshell, bringing values-driven principles to your business means you can be a part of making the world a better place. Given today’s climate, this is not a difficult task. There are many causes for you to support. Today we want to share an example of this, but first, what is ethical marketing?
Ethical marketing refers to the process by which brands market their goods and services by focusing not only on how their products benefit customers, but also how they benefit socially responsible or environmental causes.
TOMS offers a shining example of this. They aren’t just engaged in corporate philanthropy to make a quick buck; it’s a core part of the company’s values and brand. Here’s why... They have just launched a global giving fund, where they are directing one third of their net profits to support those on the front line of the COVID-19 health crisis. The fund gives money to organisations that are working to combat the negative effects of COVID-19 through mental health support, handwashing, and medical supplies. These include Americares, The Mix, International Medical Corps, Partners In Health and WaterAid.
Where does social media come in this?
Simple. By weaving values into their brand DNA, TOMS can create social media campaigns delivering meaningful content that’s reflective of their company mission, vision, and values. So what should you take from all this? Meaningful content stimulates demand from your customers and builds a love for your brand. Develop stories that display how your ethical approach to your business has benefited the causes you support. Do this and you’ll build an engaging online presence. Thanks for reading. Yours ethically,