Corporate Social Responsibility

With Super Bowl 51 tucked neatly into the playbooks, it is compelling to consider whether the commercials, many of which were focused on the advertiser’s social impact initiatives, are also gathering dust. Let’s face it; there is no better way to get a message out to the masses than a multi-million dollar ad campaign during one of the most-watched sporting events of the year. But what is the shelf life of this message?

Is Branding a One and Done Exercise?

Anyone in marketing or advertising will tell you that potential customers need to see an ad seven times before they will remember it. Considering the price tag of a Super Bowl commercial, this becomes challenging. However, backing up the big splash of a pricey ad with supporting communications makes this possible.

The question on my mind however is were these advertisers looking to sell more goods or were they hoping for a bigger impact? With messages of inclusion, equality, and doing good, it is clear these corporations wanted to take a stand with their brand. But did they accomplish this goal?

Re-purposing Your Products for Good

For over thirty years, Budweiser has been taking the water from its beer production operations and re-purposing it to help those impacted by natural disasters. Its Stand By You commercial gets the gold star for authenticity while also for giving consumers an “Ah-ha” moment as many likely did not know about these activities.

The commercial brought to life a business practice that is slightly altered when our country and its people are in need. Budweiser breweries continually step up to the plate when natural disaster strikes. For example, the Cartersville, GA brewery delivered nearly three million cans of water in 2017 because of the multitude of natural disasters. When necessary, breweries across the country partner up when demand is high.

What’s even more striking is that this is not a one and done exercise for Budweiser. Since they have made this reinvention part of their daily business operations, their customers can rest assured that their message of helping those in need goes beyond three minutes during the Super Bowl. They have a resounding social impact and sustainability commitment as they strive to create a “Better World.” From wildfires to hurricanes, Anheuser-Busch has been and will continue to be there.

I believe that we will begin to see a surge in companies thinking outside the box on how their products or services can help others. While many may have been doing this without a lot of fanfare, they may begin to toot their horns a bit more especially as Millennials look to these organizations to do more than produce goods, but rather to give back.

When companies move beyond profit and focus on purpose, they are creating a brand promise that their customers will support beyond their wallets, and long after the last touchdown.

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We are coming to the end of an active hurricane season that left millions of people without the basic necessities of shelter, food, and water. During this time of hardship, we saw many individuals, non-profits, and corporations give to help fulfill immediate needs. Our local preschool encouraged its families to donate to a church in Puerto Rico where today one million Americans are without running water and three million are without power. The request for donations was a natural one as our preschool focuses on raising charitable children. With corporations who provided much needed support, were these donations a “one and done” exercise or are they tied to their higher purpose, their mission, and values?

Connect Community Needs with Company Purpose

I believe that it’s time for corporations to rethink how they give back on a regular basis, not just in a time of crisis. Developing a holistic social impact program that is aligned with your company’s purpose can re-invigorate a disengaged workforce, ignite stronger customer loyalty, and make a real difference in the world. Here are a few tips to help you reinvigorate – or perhaps – initiate a meaningful social impact program that stands the test of time and focuses on the long-term needs of a community or social issue. Seek to move the need and make a true, quantifiable impact.

1. Connect your giveback or volunteer efforts to your company’s higher purpose. For example, if your company’s philanthropic mission is to support education, then your volunteer efforts should support this. In the case of Hurricane Harvey, perhaps instead of a cell phone provider waiving fees, the company adopts a school that is in need of supplies or books.

2. Partner with a local charitable organization or cause that supports this purpose. Continuing with the above example, consider joining up with local charities that are helping to rebuild schools.

3. Communicate your efforts not for brownie points, but rather to inspire others to follow suit. Elevate the message by including your non-profit’s impact as well. This is a joint effort where both organizations win with clear and inspiring messaging.

4. Evaluate the relationship and your social impact program on a regular basis to ensure it resonates with employees, vendors, partners and most importantly, customers.

At OnPurpose PR, we work closely with organizations that want to develop meaningful giveback programs that flow seamlessly from their mission and values, inspire employees, and ultimately, make a real difference in the world. Contact us today to learn more.