4 Expert Opinions on Brand Messaging Around Environmental or Social issues

Today’s consumers expect companies to be accountable to their communities and make changes to benefit the global environment. Your hotel, restaurant or other business is probably already on top of exceptional customer service and offering engaging content on Facebook, Instagram, LinkedIn and other social media platforms. But 2023 will bring higher expectations from consumers for businesses’ and organizations’ awareness of social issues and accountability to their communities, along with sustainable practices that have less of an impact on the environment, according to “Social Media Trends 2023,” a report from software company Khoros. “With awareness of rising global temperatures, and consumers now facing the direct repercussions of climate change, there is a genuine concern for humanity’s impact on our planet. And every brand needs to make a concerted effort to make a difference,” says the Khoros report. “There is a growing number of informed travelers: Those in search of genuine wellbeing and meaningful experiences at no (or as little as possible) cost to the planet,” according to an editorial at Hospitality Net. “Factors such as sustainability, corporate culture, social impact, and strong leadership are front of mind and expectations are changing, too.” “Media attention on such issues has never been stronger and the rise of social activism has led to consumers driving change, calling things out, demanding better.” How important is brand messaging around social and environmental issues? Read on for the viewpoints of four social media experts featured in the Khoros Report. Rosalva Rivera, marketing director Mexico and Latam, UPS: “Companies’ success will depend on having a defined purpose, consistent and clear across all communication channels to create a connection with their audiences. It must ensure a balance between financial growth, respect for the environment, and the social well-being of the communities in which they operate.” Marco Onorato, co-founder and CE of Marketing Espresso: “The challenge for sustainability and inclusiveness, as for all social issues, is to be able to incorporate these themes not simply into communications to position oneself, but into one’s corporate culture, so that it becomes authentic and effective in terms of marketing and value proposition. “In this way, brand marketing can make itself coherent and integrated to the overall identity, and not simply a matter of circumstance.” Sebastian Macan, communications manager, KfW: “Climate neutrality is the standard by which every company will have to be measured in the future. We experience the effects of this in the behavior of our consumers on a daily basis. We are confronted more and more frequently with questions about the carbon footprint of our projects and financial activities, and with good reason. “We see this increased interest as an opportunity to take on board new impulses and communicate our work as a digital transformation and development bank.” Nathalie Nahai, author and host of The Hive Podcast: “As more Millennials, Gen Z and Gen A bring their values-driven expectations to the brands they interact with, the success (or failure) of these organizations will increasingly hinge upon their integrity. “Whatever the industry, if brands want to capture the imaginations and purchasing power of this cohort, they will have to demonstrate that they can uphold what I call the Four Cs: Commitment to a set of values or ethical principles Congruence in word and deed Consistency of ethical behaviors over time Coherence in intention and action (doing the right thing for the right reasons, and not just because it looks good) The importance of brand credibility on social media Companies must have the credibility to back up their brand messaging around social or environmental issues, says the Khoros report. And if your brand doesn’t have a history of social responsibility, Khoros recommends making changes internally and analyzing the results before launching a new social media campaign. “To prepare for a social responsibility campaign on social , be ready for backlash by having a FAQ doc for your community managers to reference,” says the report. “Knowing how and when to react will make your audience feel heard while answering their questions.”

4 Expert Opinions on Brand Messaging Around Environmental or Social issues

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