Supporting a Cause Is No Longer a Choice for Brands

But it must be an authentic effort.

By Kinjil Mathur


We’ve reached a point where companies can no longer—and should no longer—stay silent about broad-reaching social issues. Employees are speaking up to hold their employers accountable to their own missions, and customers are loyal to brands they believe align with their personal values, whether that’s about sustainable practices or inclusivity. It’s an exciting time for consumers and employees and is also the right time for brands to be thoughtful.

Supporting causes as a brand is important. You have a platform and audience that can be used for social good and are sometimes afforded a budget that can effect real change. But even with the best of intentions, supporting a social cause can cost brand equity if consumers sniff out inauthenticity.

However, there are steps companies can take to ensure supporting a social cause, particularly when it’s tied to a marketing campaign or business impact, does not go awry.

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