Looking to convey your brand’s mission and values? Consumers are going to ask more than what you stand for. They’re also going to ask what you stand up for. Experiential marketing holds a powerful sway in your marketing strategy if you’re looking for an intimate connection between consumers and your brand ethos, particularly as it concerns your social responsibility.
Corporate Social Responsibility (or CSR) is hardly a new concept, but your key demographic (i.e. Millennials, Gen Z, and Alpha Generation) cares more about this today than baby boomers or Gen X have in the past. In fact, a study conducted last year by Magna Global and Twitter found that a brand’s cultural involvement comprises 25% of a consumer’s purchase decision. A deeper dive reveals that consumers favor brand involvement in social issues and movements more than inclusion in cultural events and trends at a rate of 47% and 38% respectively.*
Social issues and movements that concern young people should come as no surprise, particularly given the passion of notable activists such as Greta Thunberg and Emma González. While trending social and political issues may not have found their way into the vernacular of the average tween, kids these days are nevertheless concerned with efforts to improve the world around them. Specifically, they want to know what they can do to take action.
This is where you come in.
Crafting a marketing strategy that uses experiential activations to demonstrate your brand’s mission and values has the potential to empower families to participate as agents of change. Kids and caregivers want the opportunity to support a brand that gives back to the community and stands up for issues that matter to them, like anti-bullying, protection of animals, world peace, helping the poor, and environmental protections. Consider how you address these concerns in your brand narrative and find a creative way to bring them to life at your next event.
Perhaps you could build an interactive art display that highlights a social concern and invite participants to add to the installation or deconstruct it. Maybe you could combat bullying by recording messages of hope and inspiration, or you could build a display of recyclable materials and ask people to each take an item to recycle or upcycle themselves. Partner with local organizations who share your brand values and encourage participants to contribute a non-monetary donation such as clothing or food to drive awareness to issues you hold dear.
If the implementation of your brand ethos resonates as authentic, personal, and participatory, you’ll likely win yourself some passionate advocates of your brand’s products and services for years to come.