Branding for Social Change: Five New Values that No Business Can Afford to Ignore
The modern consumer is about more than products and services. Most people have pet causes that they feel strongly about and will do almost anything to support. By tying your brand into these values, you can attract attention, gain community support, and keep customers walking through your doors. Here are five topics that are extremely important in Great Britain right now.
The Environment. Climate change is quickly becoming a reality rather than a controversy, and because of this, it is a topic that many British are passionate about. While most people cannot make major changes such as switching to alternative energy, almost everyone is interested in making small choices that have a sizeable impact. If a business emphasizes their own devotion to the green movement, it is likely to attract the large number of people with the same interest.
Social Equality. This topic as it applies both to Great Britain and to the world at large is a huge issue. Most people want for everyone to have the same chance at success, but this simply isn’t a reality. There are many popular charities that support social justice in a variety of forms, which shows that there is a lot of public interest. By associating your company with social equality, like for example with a socially aware logo design, you can improve both your brand and your bottom line.
The Recession. Many British households have been hit hard by the recent economic downturn. They are struggling to make ends meet and to maintain the same lifestyle with income that doesn’t stretch quite so far as it did just a few years ago. By catering to those affected by this downturn or otherwise tying your brand into this value, you can come across as friendlier while attracting customers who are looking for new solutions to their economic woes with a friendly looking logo design.
Caring for Others. Whether it is war victims in a far-off nation or local people dealing with chronic disease, everyone wants to help those who sincerely cannot help themselves. If you have a pet charity already—and who doesn’t?—making your support better known can have a huge impact on your brand. Everyone wants to deal with businesses that will give back to their communities, especially to people who need it the most.
Safe Technology. This topic may not seem to have a place beside these other monumental issues, but it indeed is an important topic to many people. Technology gives people a window on the world, but this window goes both ways. Many people are worried about technology’s increasing intrusion into their personal lives. Offering ways to make technology safer or more family friendly can be a major marketing point.
What does this mean for your business and your brand? There is no way to overestimate the effect that a socially or ecologically conscious image can have on the success of your business. Deciding which issue is closest to your heart and being more public in your support can be the first step toward a brighter future.