How Do Social Causes Impact Customer Commitment?
Supporting social causes is more than just taking a stand and telling the world what you believe in. As a brand or business leader, it’s about using your business as a platform to raise awareness and drive innovation. Consumers today are discerning when choosing brands and businesses. They seek out products and companies whose missions and values resonate with their own.
According to the “New Zealand Social Impact Study 2023” by the New Zealand Centre for Social Impact, about 60% of New Zealanders actively support social causes or participate in community initiatives. Additionally, research from Nielsen and local market firms indicates that approximately 50-60% of Kiwi consumers prefer brands that are committed to social causes.
As a business owner, it’s high time to be vocal about the social causes your brand stands for—whether it’s climate change or mental health. This should not just be a means to jump on a trend, but because your resources can genuinely make a difference in society. Here are the top three ways social causes can strengthen customer commitment to your brand.
They Resonate with Your Audience’s Values
Today’s customers are sharply tuned in to brands that have been steadfast in their support of social causes from day one. They are also vocal on social media about brands that fall short in transparency or ethics. As a leader in your field, showcasing the social causes your brand supports is a great way to build rapport with your audience.
Look at Rare Beauty, for example. Founded by Selena Gomez, the brand is a strong advocate for mental health awareness, channeling support through its Rare Impact initiatives and fund. This kind of alignment with values makes customers feel that their purchases are part of a meaningful mission.
They Foster Emotional Connection and Trust
Building strong emotional connections with your audience involves more than understanding consumer behaviour or marketing tactics. It requires engaging with them through social causes that extend beyond your brand’s products or services, making them feel both seen and heard. Apple, for example, has successfully portrayed a feeling of exclusivity and luxury through its goods while simultaneously actively assisting food banks and other organizations that address food inequity through its Strengthen Local Communities grant program and other outreach efforts.
Their employees regularly partner with local charities to provide vital support such as food and shelter. This approach shows that, while Apple may represent a certain social status, it remains dedicated to making a real difference in its community. Supporting social causes fosters a meaningful emotional connection and builds trust between the brand and its customers, creating a shared sense of purpose and community.
They Enhance Brand Reputation
Socially responsible actions can significantly enhance a brand’s image. Positive media attention and word-of-mouth from customers who appreciate the brand’s commitment to social causes can build loyalty and attract new patrons.
Peekaboo Backyard Eatery in Kaitāia demonstrates how advocating for social causes can advance a business’s mission. Peekaboo Café exccels in advocating recycling, promotes reusable cups, sources local food and beverages, harvests rainwater for its garden, has installed solar panels with battery storage, and operates electric vehicles. Their efforts in sustainability have earned them an award, and their focus on social causes makes their vegan, eco-friendly menu and welcoming atmosphere stand out in the community.
Conclusion
Being vocal about certain social causes that align with your business goals can profoundly impact customer commitment. Today’s consumers seek brands that reflect their values and contribute to societal good. Examples like Peekaboo Backyard Eatery, Rare Beauty, and Apple illustrate how these efforts translate into enhanced customer loyalty and positive brand recognition. By championing social issues, you create an emotional connection with your customers, reinforce your brand’s reputation, and drive long-term loyalty.