Why social impact campaigns are on the rise

March 21, 2022    

Learn about social impact marketing including what it is, social impact examples, and why it’s here to stay

The social impact movement has grown tremendously in recent years. More and more companies are looking to make a positive difference in their communities, not just financially but also socially.

What motivates them? The answer is pretty simple:

  1. it’s the right thing to do, for the environment and for society at large
  2. it builds customer loyalty by empowering customers with information about what they buy
  3. it’s good business because consumers want brands that have values aligned with theirs.

This brief introduction will explore why we see so many examples of social impact campaigns lately, how these efforts benefit both businesses and society as a whole, and offer you some tips on how you can start your own campaign today!

What is social impact advertising?

Social impact advertising is a form of marketing that aims to make a positive difference in society. It can involve partnering with nonprofit organizations to create programs that benefit consumers, communities, and employees. Additionally, social impact advertising can also include donating a portion of profits to charity, or using recycled or sustainable materials in product packaging.

Social impact examples

One of the more famous social impact campaigns in recent times was Nike’s decision to align themselves with quarterback Colin Kaepernick, who had been protesting police violence by kneeling during the national anthem before NFL games, a decision which led to his league blacklisting him. By aligning themselves with Kaepernick, Nike was not only supporting his civil rights work, but also showed the world that they shared his values. These ads were a hit with the male, 18-to-29 year old demographic, with only 17% viewing the ad in a negative light.

Why social impact marketing is here to stay

While there are a number of reasons why social impact marketing is here to stay, the main reason has to be that social impact campaigns build customer loyalty by empowering customers with information about what they buy.

71% of Americans say they prefer buying from brands that reflect their core values. 83% of Millennials and Gen Z say it is a priority for them to buy from brands that align with their own values. By aligning themselves with the social values of these two generations, which already make up the majority of consumers, brands are setting themselves up for both current and future success.

It also just so happens to be the right thing to do. Brands, just like people, have a duty to try to make the world a better place.

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