To be a successful company in today’s world, you must be clean inside and out. Particularly in the consumer packaged goods (CPG) market, consumers are focused not only on the quality of a product, but the company as a whole. Clean ingredients are great, but does the brand itself have dirty hands? Social media and online resources have rapidly increased visibility and consumer interest, forcing companies to participate in active transparency to prove not only the quality of their goods, but the integrity of their brand.
So Fresh + So Clean, Clean
The great Kermit once spoke a wise truth: “It’s not easy being green.” And he was right. Companies can, and have, cut a lot of corners, killed a lot of trees and contaminated many a river to raise their margins and sell a product to consumers. In the pre-Google days, no one knew how “green” a company was, the political views of the CEO or how responsibly they source their ingredients. Products were chosen in blissful ignorance based on how pretty the packaging was or what celebrity was in the magazine ad.
Today, companies are held to a much higher standard as their ethics, ingredients, employees and even political associations are under intense scrutiny. Social media and vast access to information via the internet, have opened the door to more informed purchasing and consumers (as well as retailers and investors) are using it to their full advantage. Ingredients that can be recognized and pronounced, sustainable packaging, fair treatment of employees and even the company culture can affect a consumer’s opinion of a brand. A modern business must effectively address all of these aspects (and more) to have true, long-lasting success with the current consumer.
Send Good Vibrations
Being a product with a purpose is attractive. It allows a company to stand out against competitors and invite the consumer to participate in a good deed. Whether a portion of profits goes to charity, the packaging is minimal and compostable, or something as simple (and free!) as using the brand voice to share supportive messaging on social, in whatever capacity a company can afford, it looks good to do good. At LMS, we strive to work with companies that we can stand behind; companies that are not only innovative and exciting, but ethical and thoughtful. Our e-commerce client, Brandless, has the motto, “Live Well. Take Care. Do Good.” And boy, do they live up to it. Not only do they offer a wide variety of environmentally-conscious, clean, and cruelty-free products, they also share the good by partnering with Feeding America to provide meals to those in need. The brand has a minimum commitment of $300,000 by 2021.
Our client, Charlotte’s Web, producers of all-natural cannabidiol (CBD) products, has a similar motto: “Do well by doing good,” which they support through employee volunteerism, responsible agriculture and a minimum donation of 2% of their pre-tax revenue to charitable organizations. Their social media feed speaks to interested consumers through a beautiful mix of product education, charity and partner recognition and picturesque landscapes featuring their high-quality leafy greens.
No matter the growth stage or financial state of a company, there are always opportunities to support great causes and communities. In March 2019, LMS client, The New Primal, shared its support of the feminist fight by sharing an International Womxn’s Day post on Instagram and encouraging followers to tag the women who inspire them. The post was simple, yet meaningful and gave their followers to connect with the brand over mutual social interests.
The Ultimate Storyteller
Word-of-mouth marketing has never been more present as social media influencers and regular consumers alike, take to the interweb to share their thoughts on everything from video games to vegan cheeses. All of this internet chatter can take a toll on even the “cleanest” of companies, so it’s imperative that the brand participate in the conversation and promote their stories themselves through active transparency.
Active transparency refers to utilizing media and brand voice to deliberately share about the finer details of your company. Where do you source your ingredients? What does the company value? Who are the founders? A brand is no longer just their products, they must also have a purpose consumers can stand behind. Millennials and Generation Z (both rapidly becoming the primary consumer base), want to know and trust a brand before they place their dollars on the table. These younger generations are extremely interested in social responsibility and expect the companies they purchase from to mirror their own personal interests and activism.
Packaging and in-store marketing can only go so far. The best way to share your brand messaging and efforts is by meeting consumers where they consume the most: social media. According to a study by Sprout Social, 77% of consumers are more likely to buy from a brand they follow on social media, than from one they do not. Social media offers a unique opportunity to directly connect with shoppers and highlight multiple aspects of a company or product in an easily accessed format. With over 1 billion active users on Instagram alone, the potential reach of your message is immense.
Don’t Fake It. (You Won’t Make It)
However, the unprecedented access consumers have to previously unknown company information can be a blessing and a curse. Classic companies and industry giants have struggled to meet the consumer push for transparency and social activism without digging their own grave. The key to successfully connecting with your target market is simple: Don’t be fake AF.
Consumers (and your competitors) can sniff out a bandwagon campaign quicker than Instagram can change their algorithm. Today’s consumers are smart and opinionated. They know when they’re being bullshitted and they’ll let you know how they feel about it. A prime example is Pride Month. Every June, companies come out of the woodwork with rainbow-colored everything to show off their “inclusivity” and “support”. Meanwhile, in some cases, the purchase of their products offer little to no benefit to the LGBTQ community and the brand’s actions the other 11 months of the year don’t match up to their one-month mantra. But, man, rainbows can really boost sales, eh?
Just ask Victoria’s Secret. The supposedly “inclusive” company is wishing their (now former) chief marketing officer, Ed Razek, had kept his lips sealed in 2018 when he said he’d never cast a transgender model. Smooth move, Razek. Fast forward to June 2019, and the company has the audacity to tout about their “inclusion” on social media, complete with happy little rainbow hearts. The lingerie company faced an uproar of backlash from the LGBTQ community and its supporters who rightfully got their (decidedly NOT Victoria’s Secret brand) panties in a wad. Jump to August 2019, and old Mr. Razek has resigned after VS announced the hiring of their first-ever transgender model. Never say never, Mr. Razek. Also, just as a rule of thumb, don’t be a bigot.
Similarly, if a company’s owner plans to host a Trump 2020 fundraiser and the media gets wind of it, be prepared for a mass exodus of clients. Tough stuff, Equinox.
Sharing is Caring
If your company is walking the good walk, that’s something of which to be proud. Give your brand the credit it’s due and shout your efforts from the rooftop. For one, it will bring brand awareness to consumers, investors and retailers alike. Secondly, and most importantly, it will bring awareness to whatever cause you are supporting. At LMS, we are marketers. We live and breathe social media and influencer promotions, and (excuse this #humblebrag) we do some seriously killer work for our clients. For many of our innovative, socially-responsible clients, we manage their social media community and influencer marketing programs. Social media is the best and easiest way to share your brand messaging and efforts, and influencers are the best and most affordable way to amplify it.
LMS managed activation for @PersonaNutrition
LMS Director of Accounts, Whitney Carter, suggests sharing about an ongoing cause at least twice a month across multiple social platforms. “When clients are backing a certain initiative we ensure that it is seamlessly woven into their social media strategy with recommendations on how to amplify via Instagram’s main feed + stories, as well as highlights and if it makes sense, amplifying that messaging on additional platforms like TikTok, Pinterest, and Twitter.” Then, increase the frequency as needed to increase awareness around a press highlight or event.
For both supporting a cause and the company as a whole, it’s essential that a business supplements their own social platform efforts with influencer marketing. The benefits are threefold:
- ROI – For every $1 spent on an influencer, the average business earns $6.50. ‘Nough said.
- User Generated Content (UGC) – 51% of consumers said that seeing UGC would increase their chances of buying products through a brand’s social media. Utilize creative influencer content to add to your feed.
- Credibility – 49% of consumers claim that they depend on influencer recommendations to inform their purchasing decision. Consumers trust influencers!
LMS coordinated activation for @BrandlessLife
Plain and simple: doing good results in good. No matter how you cut it having integrity in how you do business and caring about the community (and world!) around you will benefit your brand. Don’t believe us? Let us prove it to you. Contact LMS today to see how we can spread the love for your causes and bring well-deserved awareness to your products along the way.