Social Impact Marketing: How Brands can Change Society and Business

In today’s business environment, it is important not only to offer customers products and services that meet their needs, but also to take an active social position. Today, more than ever before, the social responsibility of companies is coming to the fore, becoming an important aspect of their activities and integration into society.

This trend has a significant impact on business operations, changing traditional approaches to marketing and giving them new meanings. The terms “social” and “socially responsible” are no longer associated exclusively with public organizations or charitable foundations, but are also becoming part of the business environment.

With the growing importance of social responsibility of business, the popularity of social enterprises is growing, for which the realization of a social mission is the basis of their activities. Such enterprises have an advantage in building marketing strategies, as their focus on solving social problems becomes the basis of their marketing strategy. This is how the concept of Social Impact Marketing emerges and gains popularity. Here’s what it is and how to use it effectively not only in the nonprofit sector but also in business.

Social impact marketing is a form of marketing aimed not only at scaling profits and company recognition, but also at scaling social impact. These are specific actions a brand takes for the sake of society. These actions help to solve a particular social problem or minimize its consequences.

How exactly does change happen?

In order for a brand to truly deliver social value, it needs to move away from classic marketing tools. First of all, the social focus of the business should be integrated into the marketing strategy. The brand should act with the understanding that each of its campaigns or activities should have a positive impact on society.

By focusing on issues such as sustainability, ecology, education, or equality, companies can engage with their audience in a more decisive way. Consumers are increasingly turning to brands that demonstrate a real commitment to certain issues, and this shift is tangible. According to recent research, a significant percentage of consumers are more likely to buy from companies that they perceive to be socially responsible.

In order to effectively integrate social impact into marketing, companies must first identify key social issues that resonate with both their values and those of their target audience. This alignment is crucial for brand authenticity, which is the cornerstone of any successful social impact campaign.

After the brand chooses a strategic vector for the development of social issues, it should pay attention to the Think – Feel – Do approach:

• first, you should think about what your audience thinks about this social issue. At this stage, you need to find out what your audience’s attitude is to a particular social problem, make it clear the importance of the problem you are trying to solve as a business and tell why it needs to be solved.
• Find out how your audience feels about a particular social problem. What emotions does it evoke in them, what emotions do you want to evoke in your audience?
• And finally, it is important to understand what actions you want your audience to take. What kind of reaction, action, or everyday habits should be changed.

Let’s imagine that your company is aimed at supporting internally displaced persons. At this stage, the brand’s task is to talk about the scale of this problem, explain how many people were forced to leave their homes and what difficulties they are experiencing in new communities, and find out how and to what extent this issue resonates with their target audience.

The next step is to understand how your audience feels about a particular social issue. What emotions it evokes in them, what emotions you want to evoke in your audience by solving this social problem. Your task is to show compassion, empathy, and a desire to help.

And finally, it is important to understand what actions you want to get from the audience. What kind of reaction, action, or everyday habits should be changed. If your company organizes various activities aimed at supporting IDPs, you should definitely invite them to join. It can be charity events or participation in educational programs that will help integrate internally displaced persons into new communities.

In today’s world, businesses should not only meet the needs of their customers, but also actively contribute to solving social problems. This not only creates a positive image of the company but also contributes to the sustainable development of society. Social impact marketing is a powerful tool for achieving this goal, and its effective implementation can significantly change not only business but also society as a whole.

We support – you change!