By: Maria Barea, Global Marketing Director – Social and Digital at Interbrand
You might have heard that social impact storytelling is the hottest trend in 2021 and I couldn’t agree more. Stories persuade people and no matter what industry you work in there’s always someone trying to convince you about joining an idea or buying a product. But storytelling can achieve even more powerful things, like raising awareness of issues in your community and around the world. Good stories communicate through emotion, which is in turn what motivates people to act. It is essential for companies to craft a social impact storytelling strategy that is authentic to both their audience and their brand image. Shining a light on people and organizations that are making a positive impact in society in a way that aligns with your brand values would be the right content approach.
Brand storytelling trends are evolving as consumer sentiment continues to change. The age of conscious consumerism is here, driven by the under 40-set, and it’s changing the way brands and businesses operate. What makes a brand appealing to Millennials and Gen Z? They feel more connected to brands that are ethical, caring and strive to do the right thing. These younger consumers are impacting the way brands position themselves in the market and tell their story. For organizations pursuing social good, here are three key ideas that must be taken into consideration to achieve a successful social impact strategy.
A constant search for authenticity
Millennials and Gen Z view brands as authentic when they show an active support of social causes, openly unpack their business objectives and practices, and use diverse people within media and advertising. When it comes to supporting key issues, it is important to not only take some type of tangible action, but brands also need to avoid empty statements and show that what they say and what they do are aligned.
True brand empathy
We should all use more empathy in our lives. The ability to perceive and interpret what your audience is feeling or thinking isn’t just a nice-to-have, it’s absolutely critical. And this also applies to a company’s most important asset: its employees. Are you showing the people you work with the support they deserve? Demonstrating empathy in the workplace is a must, and it’s important to embed it to an organization’s corporate messaging. An effective and socially impactful content strategy will rely heavily on the creation of empathy in 2021. Brand storytellers are looking for ways to generate empathy, not merely for the brand, but for their employees and consumers’ causes and interests.
Inspire social impact participation
With most consumers expecting their brands to take a stand, powering a specific purpose drives participation, awareness, and action. Inviting stakeholders, employees and consumers to join your cause and celebrate achievements towards community goals will keep the news current and cultivate a vibrant social impact culture.
Telling and supporting stories that fuel change has become an important part of any brand’s content strategy, but it’s important to build a foundation that’s not solely driven by PR before taking an activist role. Brands are catalysts of change and transformation and have a responsibility to make the world a better place.
Maria Barea
Maria Barea is a senior journalist and award-winning producer with an expertise in social branding. In 2015, she joined the world's leading brand consultancy Interbrand and developed a social and video strategy from scratch focused on creating inspiring though leadership and branded content with some of the most well-known global CEOs and CMOs.
