Hi All!
Bank Holiday no.2 for May complete and we are back with a new newsletter 💪
After a successful start to our Seedrs Crowdfunding campaign, Ethical Bedding are now 103% funded and still have over 2 weeks left to go. Drop me a DM if you want to hear more about this wonderful brand.
Ethical Bedding reaches target on Seedrs
🎯 Hitting this goal made me think about brands who take a stance, whether that is a stance on environment, political or commercial practises.
Some may call it purpose.
Others would call it culture.
But at its core, when a brand stands for something, it develops a deep routed connection to its audience.
In today's complicated world, brands must navigate how to communicate their stance effectively.
With growing consumer activism and increased scrutiny, companies are under pressure to take a clear position on social and political issues. Some brands have taken a bold stance, while others have remained neutral or even avoided the conversation altogether.
One approach is for brands to align themselves with causes that reflect their values and mission. By taking a stand on issues that are important to their customers, brands can build stronger emotional connections and loyalty. However, this can also be risky, as companies risk alienating customers who disagree with their stance.
Another approach is for brands to remain neutral and avoid taking a political stance. This approach can help companies avoid controversy and maintain a broad customer base. However, it can also lead to accusations of being indifferent or complacent towards important issues.
The key for brands is to carefully consider their values, mission, and audience when deciding how to communicate their stance. Brands that take a thoughtful and authentic approach to messaging are more likely to earn the respect and loyalty of their customers in a complicated world.
My top 3 brands who take a stance:
- Patagonia
- Ben & Jerry's - U of Denver, Boulder, Fort Collins
- LUSH
Patagonia takes a strong stance on the environment in their marketing by promoting sustainability, ethical practices, and conservation. They use their platform to raise awareness about environmental issues and encourage customers to make more responsible choices. Additionally, they donate 1% of their sales to environmental organizations and have pledged to donate at least $10 million to grassroots environmental groups.
Last year, Yvon Chouinard founder of Patagonia, made waves when along with his wife and children, transferred ownership to a trust. Ensuring the brand stays independent and on track for its purpose.
Ben & Jerry's, the popular ice cream brand, is known for taking a stance on various social and political issues in their marketing. They have been vocal about their support for causes such as climate justice, racial justice, LGBTQ+ rights, and fair trade.
LUSH takes a stance with their marketing by promoting ethical and sustainable practices, advocating for animal and human rights, and being transparent about their ingredients and production processes. They use their platform to educate consumers and raise awareness about important issues, rather than solely focusing on selling their products.
Throw back to 2012 when they used performance art to take their stance!
I hear you. 'Sarah it's great that big brands can do that, but they have budget, awareness and presence'.
So how do small brands take a stance in their marketing?
- Clarify your brand values and align them with your stance. Build it into your foundations. NOT A MARKETING TACTIC!
- Be genuine and authentic in your messaging and actions.
- Research your audience to understand what issues matter to them. And by research, I mean ask them.
- Don't be afraid to take a bold stance, but be prepared for potential backlash. Knowing your stance deeply and understanding it fully prepares you for this.
- Use your platform to amplify voices of marginalised communities.
- Collaborate with like-minded organisations and individuals.
- Consider the long-term impact of your stance on your brand reputation.
- Stay informed and up-to-date on relevant social and political issues. Working with charities to support your work helps you keep your finger on the pulse.
- Take action beyond just words, such as donating to causes or implementing sustainable practices.
- Continuously evaluate and adjust your stance as needed.
If you need help realising your brands purpose, give me a shout. We can change the world together ✌️
Have a great week! Don't let the weather get you down.
Sarah xx