Consumers take in many considerations leading up to their purchase decisions. According to 5W’s 2020 Consumer Culture Report, some consumers are influenced when a brand aligns with a cause they’re passionate about (83%), and others would like to see a CEO of a company speak out on issues they care about (76%).
With such telling insights, it makes sense that now more than ever we have seen brands taking part in social conversations, releasing products that show support for a cause, and CEOs take definitive stances on social and political topics. While we expect to see continued growth in brands who choose to tackle social issues, these five brands are already leading and changing the conversation for causes they’re passionate about.
Size-Inclusive
In recent years, there has been a push for more representation and inclusion within the media and marketing. Brands who have failed to join in on the long-overdue movement may struggle in the long run. According to celebrity founder Kate Hudson, it’s a brand’s responsibility to be as inclusive as possible. That’s why her athletic-wear company Fabletics offers sizes XXS to 3XL. She recognized a hole in the market, and with a mission to create clothing that inspired consumers to stay active with high-quality pieces, she knew that this excluded no one consumer of any shape and size.
Environmentally Conscious
As consumers are becoming more environmentally aware, the pressure is on brands and corporations to switch to sustainable practices and products. SodaStream, an at-home appliance that allows you to turn tap water into sparkling water with CO2, has been sustainable from the start. They’ve projected that by 2025, they will eliminate 67 billion single-use plastic bottles from the planet by encouraging drinkers to create sparkling water at home. All their efforts reflect this central company’s cause, including their global shut down of its e-commerce for a single day in September 2019 in support of the Global Climate Strike.
Socially Aware
With so many social conversations to join, some brands have a hard time choosing just one. Ben & Jerry’s, a staple ice cream manufacturer, has advocated for numerous causes since the 1980s. Some of the issues they’ve taken stances on involve the animals and animal by-products that go into their ice cream including their stance against the use of artificial growth hormones, the support of Farm Aid, a non-profit organization whose mission is to keep family farmers on their land, disappointment in the FDA’s belief that milk and meat from cloned animals were safe to eat, and the support of mandatory GMO labeling on foods. Other causes the company has advocated for over the years include redirecting a portion of the national defense fund for peace-promoting activities and projects, the Children’s Defense Fund, and Rock the Vote.
Safe Ingredients
Consumers aren’t just concerned with what goes into their bodies, but also what their bodies come into contact with. The Honest Company, co-founded by Jessica Alba, is built on the belief that the consumer has the right to know what’s in their products and why, regardless of what current regulations require. Jessica believes human health is the top priority, and her company errs on the side of caution when it comes to ingredient selection for their range of products which include baby, beauty, bath, body, cleaning, and laundry. Their honesty free guarantee allows customers to rest easy knowing the products they’re using are made without health-compromising chemicals or compounds. In 2011 Jessica traveled to Washington DC along with her co-founder to talk directly with Senators and the White House about the importance of passing the Safe Chemicals Act.
LGBTQ+ Ally
Snacks can bring consumers together, and sharing snacks bring out moments of kindness. KIND snacks encourage people to step out of their comfort zone and discover each other’s humanity. They believe that by embracing the power of our differences, we can create a kinder, more empathetic world. That’s why they’re a proud LBQTQ+ Ally. Their multi-year pride program not only financially benefits supporting efforts, KIND has also pledged their support, through signing a landmark Amicus Brief, in support of LGBTQ worker protections as well as marching at Pride celebrations across the country.
