Branding & Society

Branding & Society  

By: Avery Strause 12/03/2024 

In a world where consumers increasingly demand authenticity and social responsibility from brands, the way to stay relevant and reputable in branding is touching on social issues that have emerged. 74% of consumers expect brands to engage with social issues. This statistic underscores a growing trend among Gen Z and millennial demographics, who prioritize brands that demonstrate genuine commitment to societal concerns. 

Brands, such as Coca-Cola and Kellogg’s, were cited as examples of companies that have successfully aligned their marketing efforts with their core values. Coca-Cola’s emphasis on recycling initiatives at music festivals and Kellogg’s commitment to sustainability exemplify how brands can integrate social responsibility into their marketing strategies in a meaningful way. 

Integrating more controversial issues like gender equality and racial justice into branding becomes trickier to navigate. While consumers expect brands to take a stand on these issues, it’s imperative for brands to approach them with sensitivity. Contentious topics require careful consideration to ensure that brand actions resonate positively with their audience and contribute to genuine societal progress. 

In the evolving role of brands as agents of positive change in society as consumer expectations evolve, brands must adapt their marketing strategies to align with the values and priorities of their target audience. Purpose-driven marketing has become more than just a trend; it’s a strategy imperative for brands seeking to build meaningful connections with consumers in today’s social landscape. 

In conclusion, all data has proved that brands that prioritize authenticity, empathy, and genuine commitment to societal progress stand to build stronger connections with consumers and drive positive change in the world.  


Listen to full interview with Aideen O’Neill and Ellen Gunning about this engaging topic on Spotify: 

Note: This blog is based on an interview between our director Ellen Gunning and Aideen O’Neill, Author and PR and media professional, which was first broadcast on the Mediascope programme on 103.2 Dublin City fm.  

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