Consumers call for ever-more authentic forms of corporate social responsibility
Trend - Corporate social responsibility is integral today. The Internet enables consumers to research whether a company's CSR plans are more marketing-based than action-oriented, and so brands are utilizing their reach to advocate within greater systems of power (as opposed to ways that exist solely within the brand's eco-system).
Insight - Acts of injustice are amplified in the social media age. Thus, this generation is not able or willing to turn away from these issues, making CSR more important than ever. The Internet also enables more education on political issues, heightening their expectations of brands' claims to advocacy. In the example of anti-racism initiatives and the uproar of May 2020, supporters understand the pervasiveness of systemic racism, and how large brands are in a unique position to dismantle it from the top-down.
Insight - Acts of injustice are amplified in the social media age. Thus, this generation is not able or willing to turn away from these issues, making CSR more important than ever. The Internet also enables more education on political issues, heightening their expectations of brands' claims to advocacy. In the example of anti-racism initiatives and the uproar of May 2020, supporters understand the pervasiveness of systemic racism, and how large brands are in a unique position to dismantle it from the top-down.
Workshop Question - How can your corporate social responsibility initiative go even further beyond marketing?
Trend Themes
1. Systemic CSR - With the advent of social media, there has been increasing pressure on brands to practice genuine Corporate Social Responsibility and use their reach to advocate within greater systems of power.
2. Donation Matching Inclusive Initiatives - Companies have launched a new donation matching program to encourage users to donate to various social causes, ultimately increasing financial support for underprivileged groups.
3. Branded Racial Equality Initiatives - Companies are developing initiatives to combat systemic racism and create sustainable and scalable movements to support the black community.
Industry Implications
1. Marketing and Advertising - The growing importance of Corporate Social Responsibility necessitates marketing and advertising professionals shift focus from communication to action-based strategies.
2. Technology - Arising events demand for responsible technology policies and stimulate the need for more transparency and accountability for the police force.
3. Entertainment - Entertainment industries present curated lists of movies and entertainment programs to increase awareness and spotlight crucial issues like Black history, culture, and diversity.
6 Featured, 36 Examples:
86,896 Total Clicks
Date Range:
Apr 20 — Jan 22
Trending:
Mild
Consumer Insight Topics:
