The way brands need to talk to consumers has changed. This change has accelerated due to the Covid-19 and the resulting economic downturn, but an evolution in the brand’s marketing was already underway. This shift is due to the heightened social consciousness. Customers are more aware of and invested in social issues such as health, climate change, inequality, and racism, and they seek out brands that demonstrate awareness and share the same values. According toChampioning Change in the Age of Social Mediaresearch, two-thirds of consumers say it’s important for brands to take stands on social and political issues. And the place to do it? 58% are open to brands championing these causes on social media, is the #1 channel for receptivity amongst consumers. So how can brands use their social media channels

1. Boost your favorites especially amongst Gen Z & Millennials

In the recent Kantar study found that Millennials have the highest expectations (46%) for brands to be brave when speaking out on social issues, closely followed by Gen Z, at 42%. Bodyform”s Womb were None’ is a great example of a campaign that resonated. Focused on highlighting the issues that affect women, such as infertility, menopause and endometriosis, and the animations generated a strong reaction on its social media platforms seeing the 1.1 million views on Instagram and 3.4 million likes on Twitter. In The following video by Bodyform contains a trigger warning: images of needles and the portrayal of the baby’s loss.)

2. Increase revenue

Consumers rank the brand to trust the process, the most important criterion when it comes to making a purchase. The Edelman Trust Barometer 2020 study found this was the sentiment across the board for geography, age, and gender. So if you build trust amongst consumers – existing and new, by taking a stand on a social issue that’s relevant to them, they will support your brand by purchasing and driving revenue.

3. Gain the trust and brand loyalty

As a result of the COVID-19 pandemic, people are more fearful about their physical and mental health, along with the economic concerns and family welfare. Brands that help alleviate these fears are four times more trusted according to Edelman”s study. As a result of this trust, up to 60% of consumers are more engaged, and 75% are more loyal, and 78% are happy to advocate that the brand by reposting or recommending.

4. Raise brand awareness

With an emotive campaign that highlights an important social issue, and the potential to go viral is significantly increased. When people care about a cause, they want to share it far and wide. A great example of this is the partnership between TikTok superstar Charli D ‘Amelio and the pharma giant Proctor & Gamble. To urging people to social distance and stay home during the coronavirus, and the campaign encouraged people to use the social issues the hashtag #DistanceDance. In the first week alone, the new video got you 8 billion views and 1.7 million of spin-off videos with sports teams, and celebrities getting in on the action!

5. Please Use your social media reach is a good

If there’s a cause for your brand believes in, don’t be shy about it. Authenticity is crucial in today’s world, and even more so on social media. Use your networks to start a discussion about an issue that’s close to your brand”s heart. Pledge support for the campaign that will have a positive impact on society and urge. Your followers to do the same. Every little bit helps, especially when it comes to the charity sector, campaigns , and donations that can make a huge difference.