Marketers face a great deal of pressure for their brands to be engaged in social justice issues, which can be complicated. GartnerMKTG analysts Chris Ross & Augie Ray outline the importance of authenticity in doing so. Learn more in marketingdive: CMO
Businesswoman making notes looking at a laptop computer at office. Woman entrepreneur sitting at the table writing notes while working on laptop.The following is a guest piece by Gartner analysts Augie Ray and Chris Ross. Opinions are their own.
Chances are your business began because the founder developed an innovative technology, offered a new product or service, established a creative business model or cracked the code on buy low and sell high. Saving whales, curing diseases, or tackling other social justice issues are rarely part of a business origin story. That’s why when brands bring issues of social justice into their marketing communications, so many face unexpected challenges and reputation issues.
To consumers, many question whether a brand’s position on corporate social issues like sustainability represents an affirmation of its identity or merely an attempt to improve its image. On the other hand, brands seen as acting with extrinsic motivation — that is, acting only to improve image or increase sales — can suffer damage to reputation, consideration, loyalty and perceptions of price fairness. Consumers indicate they are 10 times more likely to engage in anti-advocacy and boycotts if a brand is seen exploiting public sentiment or “greenwashing” to cultivate a surface-level image.
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