There’s no fooling your audience – especially when it comes to what you stand for as a brand.  

The average person spends approximately two and a half hours a day on social media, and with all platforms now home to the world’s biggest and boldest brands, there’s a pretty good chance that your Instagram feed is being flooded with ads, campaigns, and millions of pounds of marketing spend right now.  

With so much content being consumed, audiences are becoming increasingly aware of what’s real and what’s not when looking at a brand’s marketing and messaging. In comparison to recent years, when paid influencer-brand partnerships promoting products were the norm (whether the reviews were honest or not), today’s audience demands more, even if they’re not actively spending or supporting them. Authenticity is at the forefront and those that don’t comply, well… bye bye.  

This shift toward transparency is driving an opportunity for the businesses that are doing more to take centre stage and create a business-to-consumer dynamic that is built on trust. Consumers want to connect with a brand for all the right reasons, so make sure you’re taking the time to get to know your target market and what makes them tick. With the competition always heating up, brands of all sizes are being given no choice but to deliver marketing that packs a purpose.  

Social Value, ESG, CSR: Not just buzzwords 

Look beyond the corporate jargon and what do you see? These terms and phrases haven’t been coined just to look good on your website or to help win tenders: these are real goals and targets helping your business do more than just turn a profit. With Environmental Social Governance (ESG) and Corporate Social Responsibility (CSR) both so high on the agenda, more attention is being paid to their place in the marketing strategy, and not necessarily the role they play in decision making. If shouting about your achievements on social media is something your business is looking to incorporate, make sure you’ve got the receipts to back it up.  

Importantly, businesses also need to avoid engaging in events where there is no genuine connection. For example, if your business donates to LGBTQIA+ charities throughout the year or is actively inclusive through employment or other means, perhaps engaging with Pride Month on socials is relevant. If this isn’t the case, don’t force it. Performative support will do more harm than good and can land you attention for all the wrong reasons.  

Who’s getting it right? 

Whilst we can be quick to ‘cancel’ those missing the mark, it’s always important to take a step back and learn from the brands that are getting it right. Being authentic means evidencing your targets, actions and achievements in ways that align with your brand’s ethos and narrative – in simple terms, practice what you preach! 

One of the sweetest examples of this is Tony’s Chocoloney; a Pearl Comms favourite, that’s for sure. Here’s a brand that has built its success not just through bold branding and colourful campaigns, but by creating a business that is loud about the inequality in its industry, and proud of the actions it takes against it. It’s ‘Three Pillars of Action’: Tony’s creates awareness; Tony’s leads by example; and Tony’s inspires to act are central to all elements of the business’ branding and marketing – evident in its physical packaging, on its website, and across its socials.  

Want to do more? Have you considered… 

1.Publishing corporate reports and whitepapers 

So many businesses achieve outstanding work every day without showcasing it to its maximum potential. Whether you’re helping businesses reduce their carbon emissions or donating your time to training and upskilling young people, follow in the footsteps of Tony’s and get your social impact report published. Not only that, but tapping into the calculators, portals and accreditations that help to back up your efforts with real figures – take a look at HACT, Social Value Portal and its TOMS framework, or even B Corp, to name a few.  

Not sure what that is? We can help. 

2. Entering awards  

Awards are a sure-fire way of building brand awareness and integrity, but they’re only effective if you’re putting in the work first. Before building an awards strategy, consider what areas of your business are the strongest, and what evidence you have to back up your claims. A winning entry is not only well written, but shines with examples, testimonials, and evidence.  

3. Partnering with a charity 

If your business is in a position to do so, consider partnering with a charity that aligns with your business’ core values and beliefs; not as a prompt for content, but as a genuine opportunity to be a better business. It doesn’t all have to be about the money either – pro-bono work or donations of time or resources are often exactly what some organisations are looking for.  

The role of comms 

A perfect example of purpose-driven marketing, Anthony Collins is a social purpose law firm that epitomises the phrase ‘positive impact’. Through our ongoing PR and comms work with the firm, we have been able to contribute to major media moments and build a portfolio of marketing material that puts the business’ core values, beliefs and morals in front of its audience and amongst its competitors.  

When done effectively, PR is the perfect tool for showcasing the exceptional things your business does, says and believes in ways that packs a punch. Looking to connect with your audience with a purpose-driven approach? Let us lead the way and get in touch.