Communicating about brand commitments is a good practice, but it is even better to keep those promises. This is the key takeaway from the latest RepTrak report dedicated to Corporate Activism, which explores the role of sustainable and societal commitments in shaping a brand’s reputation.
According to the study, the importance of brand engagement in areas such as diversity, gender equality, and environmental impact has reached a score of 70.5 out of 100 in the first half of 2021. It’s no surprise that consumers prefer to support companies that align with their values and beliefs, with 63% of respondents stating that they would choose to consume goods and services from a brand that expresses its convictions on these issues.
However, consumer attitudes towards corporate activism have become more demanding and cynical over time. Brands need to understand these changing attitudes and adjust their approach accordingly. The report highlights the need for brands to strengthen the credibility of their commitments to maintain a positive reputation.
Although the overall score for brand engagement remains high, there has been a slight decline compared to the previous year. RepTrak suggests that this decline could be due to consumer fatigue regarding the accumulation of issues in the spotlight. This may result in “slacktivism,” where brands engage in low-investment commitments that lack concrete and long-lasting actions.
To enhance credibility, it is important for brands to embody their commitments. CEOs openly speaking out on social, environmental, and political issues can significantly boost a company’s reputation. Additionally, regular and transparent communication about brand promises, progress, and achievements with tangible evidence is crucial. Consistency in commitment and its communication supports a healthy reputation, as indicators related to environmental, social, and governance issues have the strongest influence on public trust.
In conclusion, the RepTrak report emphasizes the significance of brand commitments for reputation. While consumers value brands that take a stand on societal and environmental issues, they also demand authenticity and concrete actions. Brands must not only communicate their commitments but also deliver on them to build trust and maintain a positive reputation.
Useful links:
1. Building a Trusted Sustainability Strategy
2. Strengthening Your Brand Engagement
