How Brands Can Drive Positive Change
Being a successful brand in today’s climate is much more than simply earning money. Many brands use their products to promote good causes, especially now Generation Z consumers, who comprise 40% of the market. These people are whom we like to call "conscious buyers”. This means they often research company politics before buying their products. They are looking for brands that can elicit change.
Luckily today, businesses have plenty of celebrity role models who have put themselves forward as agents of change. And one of the most famous is U2’s Bono. In this blog, Hollywood Branded dives into Bono’s footsteps and how to promote your brand by becoming an agent of change.
Bono's Approach to Change
When it comes to becoming an agent of change, the philanthropist, Bono, is a great example. In the LHH article it highlights the importance of how culture is the catalyst for change and how Bono famously asks, " who the 'capo di tutiicap' ( the change of agents) when partnering with a company. You might ask, why does he ask that? This is because he wanted to work with people and brands that could make a difference.
Throughout his career Bono has been a philanthropist and has convinced many powerful leaders to support a range of causes through ONE.org, which lobbies for better AIDS programs, a Rise Fund, and “a global impact fund investing in entrepreneurial companies driving positive social and environmental change”.
If you are looking to follow in Bono’s footsteps and promote your brand by becoming an agent of change check out our tips below.
Photo Credit: Mike Hutchings/ Reuters / NPR
1. Becoming a Brand With Good Values
Brands need to be an advocate for change in order to bring in new customers. This is because research shows that 82% of modern buyers want a brand’s values to align with their own, meaning three-quarters of shoppers revealed that they had parted ways with brands over a conflict in values. In other words, your brand needs to align with how your target market wants a business to be:
- inclusive
- diverse
- sustainable
- empathetic
In Jim Stengel book Grow, he outlines the connection between a brand’s ideals and their financial success. He explains that “a brand ideal is a business’s essential reason for being, the higher-order benefit it brings to the world.” If you want to be an agent of change you need to set out your values at the beginning and base your whole brand around them.
2. Have a Strong Presence on Social Media
In order for your brand to be an agent of change you need to reach the widest possible audience on social media. With Millennials and Gen Z being your primary target market, you will need to reach them on their favored platforms: Instagram and TikTok.
A good example of this is Charli D’Amelio, the Queen of TikTok. This Tik Tok sensation has become a change agent in the beauty industry as the founder of the sustainable fragrance Born Dreamer, which is vegan, has a dye-free formula, and fully recyclable packaging. Like Bono through his music, D’Amelio has been able to use her platform to inspire change.
Use social media to promote how you will enact change and be a force for good.
3. Embrace Charity
While a business needs to run a profit in order to keep going, being charitable is also an effective way to show that your brand is an agent of change. Many companies do this by giving away a product for every product sold. For example, Headbands of Hope. Headbands of Hope donates a headband to a child with cancer for every headband sold. Following this type of generosity will set you apart as a brand that is using its business to enact change. It also gives your customers a greater reason to buy your product.
U2 famously auctioned off the best seats to their 2009 tour and gave 100% of the profits to charity. It doesn’t have to be a major contribution like that, but it needs to show your customers that you are willing to use your profits to benefit society.
Being an agent of change is not just for celebrities like Bono or Charli D’Amelio. All brands should ensure that they have positive values to attract new customers. With the desire to make a fairer world now the center of Hollywood, your business will miss out if it does not follow suit. For celebrity inspiration on how to expand your brand, do read our post on ‘How Harry Styles Has Utilized Unique Marketing To Grow His Fanbase’.
Photo Credit: Headbands for Hope
Creating Authentic Partnerships
Another crucial aspect of driving positive change as a brand is establishing authentic partnerships with organizations and influencers who share similar values and goals. Collaborating with nonprofits, social enterprises, or local community initiatives can amplify the impact of your efforts and lend credibility to your brand's commitment to change.
Look for partnerships that align with your brand's mission and target audience, ensuring a genuine connection that resonates with your customers. By working together with like-minded entities, you can pool resources, expand your reach, and make a more significant difference in the causes you support. Remember, authenticity is key in building trust and inspiring meaningful change.
Eager to Learn More?
Driving positive change is essential for brands in today's climate, as consumers, especially Generation Z, are conscious buyers who seek out brands that align with their values and promote good causes. Taking inspiration from influential figures like Bono, brands can become agents of change by setting strong values, leveraging social media presence, embracing charity, and using their profits to benefit society. By adopting these strategies, brands can not only attract new customers but also contribute to making the world a better place.
For further guidance on how to elevate your brand, check out more of our articles.
- 3 Brands Show How To Market Mobile Apps Using Influencers
- 3 Insights To Create Affordable Influencer Marketing That Sells
- The Key To Building A Major Brand
- The Secrets to Successful Brand Partnerships
- Top 10 Celebrity Endorsements
- To Brands: The Right Entertainment Brand Partnerships Are Better Than Huge Partnerships
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