One of the many lessons 2020 shared with us was a reminder that corporate social responsibility only works when it is authentic. When brands far and wide, from every industry and sector imaginable, posted the infamous black square on Instagram last summer, we saw a few important questions emerge: What do consumers really expect from the brands they support? What value do statements hold in today’s climate? Where do brands go from here?
True corporate activism, free from tokenistic attempts to hop on bandwagon conversations, requires two areas of focus: external messaging and internal behavior. Of course, it is important to keep customers and stakeholders informed on what companies are up to, especially when so much is constantly available at our fingertips. That being said, when 66 percent of consumers are willing to lessen or completely stop their support for brands who don’t treat employees fairly, what happens inside company walls needs to not only reflect the messages they are putting out but also the values of their target audiences.
Whether it’s through diverse hiring practices, a switch to sustainable packaging or active improvement of working conditions in production facilities, to put it plainly, customers want proof. In a time when it’s easier than ever to write a few phrases on an Instagram story or make a quick donation, words from corporate executives are quickly losing their meaning if they are not followed by action.
And this is not to say that all mistakes are death sentences. What it does mean, however, is that transparency is paramount, and that companies need to be acutely aware of their strengths and weaknesses. No matter how good a brand’s intentions are, it takes time to build credibility. After so many brands did it wrong during the height of the Black Lives Matter movement, hasty reactionary responses are easy to spot, and regardless of the thought behind them, they communicate not only lack of preparation but lack of meaningful investment in the issue at hand.
True corporate activism, free from tokenistic attempts to hop on bandwagon conversations, requires two areas of focus: external messaging and internal behavior. Of course, it is important to keep customers and stakeholders informed on what companies are up to, especially when so much is constantly available at our fingertips. That being said, when 66 percent of consumers are willing to lessen or completely stop their support for brands who don’t treat employees fairly, what happens inside company walls needs to not only reflect the messages they are putting out but also the values of their target audiences.
Whether it’s through diverse hiring practices, a switch to sustainable packaging or active improvement of working conditions in production facilities, to put it plainly, customers want proof. In a time when it’s easier than ever to write a few phrases on an Instagram story or make a quick donation, words from corporate executives are quickly losing their meaning if they are not followed by action.
And this is not to say that all mistakes are death sentences. What it does mean, however, is that transparency is paramount, and that companies need to be acutely aware of their strengths and weaknesses. No matter how good a brand’s intentions are, it takes time to build credibility. After so many brands did it wrong during the height of the Black Lives Matter movement, hasty reactionary responses are easy to spot, and regardless of the thought behind them, they communicate not only lack of preparation but lack of meaningful investment in the issue at hand.
When I think about the reputation and conversation surrounding Gucci, for example, it is far from spotless. The house has had its fair share of missteps, most notably through blatantly racist product releases. For many brands, just one of the mistakes that Gucci has made during its several decades of operation would have meant their sudden death, but Gucci was able to survive due to its deep embrace of accountability. From its launch in 2018, Gucci Equilibrium signified the brand’s effort to reorient itself with its core values, along with its willingness to open its doors to honest conversations with fans and customers. The site serves as a point of reference for Gucci’s plans to better the world and the people who inhabit it. In listing the brand’s goals and activities so publicly, Gucci is making a clear commitment to its stakeholders and encouraging them to hold the brand to its claims. Whether it be through racial diversity in the industry, global gender equity or its journey to carbon neutrality, Gucci invites customers, both current and future, to join them in honest dialogue.
While some of the other trends in this series require technological advancement or major shifts in business strategy, corporate social responsibility really only needs transparency and understanding in order to thrive. Audiences expect beautiful garments and now equally beautiful motives for progress, so the integration of offerings and values will define the next decade of brand leaders.
While some of the other trends in this series require technological advancement or major shifts in business strategy, corporate social responsibility really only needs transparency and understanding in order to thrive. Audiences expect beautiful garments and now equally beautiful motives for progress, so the integration of offerings and values will define the next decade of brand leaders.