Doing Good is Good for Brands
Giving is good for you
Now that we’ve polished off the last Thanksgiving leftovers, it’s Giving Tuesday, time to remember what the holidays are all about: giving back and supporting worthy causes. Good news, beyond the benefit of helping others, giving is good for your health too! Studies show Americans who volunteer and donate to charitable causes benefit – enjoying lower blood pressure and stress levels, better sleep, and higher self-esteem.1 Helping others even helps you live longer!
Consumers want brands to do good too
It’s no surprise then that Americans want their brands to be socially conscious too. Nearly three-quarters of Americans say it’s more important than ever to buy from brands that reflect their values.2 Even more significant, 88 percent of Americans opt to buy from purpose-led brands. When a brand takes social action, it shows consumers what it stands for – and invites people to consciously buy brands doing good in the world, over other brands.3
Brands that take a stand get results
When a brand leads with purpose, consumers are 76% more likely to trust the brand4
Leading by example
Some of the world’s brand leaders are matching consumer sentiment and raising the bar of expectations, and possibilities, for brands.
Brand Purpose Builds Loyalty
When P&G gets involved, they go all-in. For each campaign, P&G partners with like-minded non-profit organizations to lend critical financial support. Most importantly, P&G’s efforts are compatible with its businesses and its customers’ needs. That creates authentic connection and meaningful impact.
Consumers are 72% more likely to be loyal to purpose-led brands5
Brand Purpose Delivers Big ROI
Its customers care about sustainability and Unilever is taking action. It helps the bottom line too; Unilever says that its sustainability-minded brands are growing 50 percent faster than the rest of the business and account for 60 percent of its growth.6
Brands with a high level of purpose produced 175% higher brand growth over 12 years7
The stats are impressive, yet, how can a brand deliver both – purpose and profit?
1. Lead with brand strength
2. Align with consumer values
3. Integrate holistically
Audacy’s “I’m Listening” campaign promotes mental health
At Audacy, we endeavor to lead by example. Our “I’m Listening” social impact campaign is dedicated to raising awareness for mental health, encouraging wellness and self-care, and raising awareness for suicide prevention.
As we’ve built “I’m Listening,” we’ve leaned into our core brand strengths. As an Audio leader, we know how to tell stories that build connection with our listeners – via our trusted personalities and hosts across our radio stations, podcasts and live experiences.
We’ve marshaled our best assets and woven our message authentically into the Audacy listening experience. National campaigns and our annual two-hour mental health special each September feature artists, celebrities, and athletes sharing their experiences with mental health. We meet our listeners where they are too – celebrating at live events – raising awareness and significant support for leading mental health organizations.
The Gift of Giving
While each brand takes a different path, we share our commitment to mental health with “I’m Listening” as a window into how a brand can define its purpose, engage its community of fans and create value – for the brand, consumers, and the world around us.
Now is the time for brands to step up and share their values. Join us in leading with purpose and making a difference. Social action will inspire your customers, and you’ll earn their trust and loyalty in the marketplace. More than ever, consumers want their brands to stand for something, and giving back is good for everyone – including you.
On Giving Tuesday and every day, there’s simply no better gift.
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1. Cleveland Clinic, Why Giving is Good for You
2. 2019 Porter Novelli/Cone Purpose Biometrics Study: Feeling Purpose
3. 2018 Porter Novelli/Cone Purpose Study: How to Build Deeper Bonds, Amplify Your Message & Expand Your Consumer Base
4. Purpose Perception: Porter Novelli’s Implicit Association Study
5. Purpose Perception: Porter Novelli’s Implicit Association Study
6. Accenture Strategy: The Rise of the Purpose-Led Brand
7. Kantar Consulting: Inspiring Purpose-Led Growth