Strategies for Brands to Engage with Social Issues on Social Media Platforms

Brand communication with consumers has undergone a significant transformation. Today, consumers demand that brands exhibit sustainability, transparency, and long-term societal benefits.

It is essential for businesses to showcase their values and the causes they support on social platforms as part of their social responsibility initiatives, and integrate these principles into their brand ethos. The ‘Championing Change in the Age of Social Media‘ study reveals that two-thirds of consumers consider it crucial for brands to express their positions on social and political issues, with social media being the preferred channel for 58% of them, marking it as the leading platform for engaging with consumers.

This leads to the question: How can brands leverage their social media presence, both established and budding, to voice their stance effectively? And how can they do so in a manner that is both ethical and respectful? Discover strategies for your brand to champion social causes successfully online.

Should brands vocalize their stand on social issues?

The current consumer landscape indicates a clear expectation for brands to convey a deeper purpose. Beyond offering products or services, brands are expected to embody values that consumers can rally behind. Addressing social issues serves as a powerful avenue for brands to articulate their core beliefs, yielding beneficial outcomes in several ways:

1. Attract Gen Z & Millennials

A recent study by Gallup suggests that younger demographics place a high value on businesses that prioritize environmental sustainability (77%), carbon footprint reduction (73%), and focus on societal benefits in the long term. An example of a resonating campaign is Bodyform’s ‘Womb Stories,’ which shone a light on women’s health issues like infertility, menopause, and endometriosis, captivating the audience with 1.1 million Instagram views and 3.4 million Twitter likes.

(Trigger warning in the following Bodyform video: depicts needles and baby loss imagery.)

Learn more about engaging Gen Z in your marketing efforts.

2. Enhance revenue

Clients anticipate that a brand’s stance will be evident not just in marketing, but across all business operations. The ‘The New Cascade of Influence’ Edelman report suggests that brands which are trusted command a premium, with 59% of people willing to pay more for brands they trust and 55% for those making a positive impact. Such strategies underscore the importance of voice-backed engagement, showcasing action as proof of a brand’s commitment.

3. Foster trust and loyalty

Brands seek to build a loyal customer base that not only returns for more but also advocates for the brand, influencing others. Actions towards social issues, as the Edelman report highlights, can multiply purchase likelihood by at least four times and increase customer loyalty and advocacy by 67%.

Brands are expected not only to declare support for issues but to embody their values in actions, affecting their business practices, supply chain, and employee treatment.  

4. Boost brand awareness

Emotionally charged campaigns highlighting pressing social issues can greatly increase a brand’s visibility. When a cause resonates, people are motivated to share and propagate the message widely.

LEGO’s initiative to challenge gender stereotypes through the ‘Let’s Get the World Ready for Girls’ campaign is an exemplary model. Collaborating with The Geena Davis Institute for research on gender norms and play, the campaign leveraged social platforms to amplify its voice.

5. Leverage social media for positive change

Express your brandʼs support for meaningful causes with confidence. In today’s digital era, authenticity is paramount, especially on social media. Utilize your platforms to initiate discussions on important issues, support campaigns with a positive societal impact, and encourage your audience to join in. Every effort counts, particularly in supporting charity campaigns and donations that can make a significant difference.

Explore 16 brands executing corporate social responsibility effectively for inspiration.

When is it appropriate for your brand to address social issues?

Engaging with social issues can be highly advantageous for brands, but caution is advised: the cause you support must genuinely resonate with your brand. Authenticity and trust are crucial to customers, and should your stance appear opportunistic, it could tarnish your reputation and financial performance, reminiscent of the Pepsi and Kendall Jenner scenario.

It is vital to choose your causes wisely. Here are considerations to bear in mind before sharing on your platforms:

1. Establish a connection with the cause

If your business is resource-intensive or is actively working towards waste reduction, sustainability might be a key message to communicate. Donation-led initiatives often resonate with customers, so identify a cause your brand can genuinely support whether on a local or global scale.

For instance, Who Gives a Crap is an Australian company producing eco-friendly toilet paper, pledging half their profits to sanitation projects worldwide through partnerships with charities like WaterAid, illustrating their commitment to global sanitation access.

2. Align your company culture with the cause

If promoting gender equality is central to your organization and its social media messaging, ensure that your internal practices reflect this commitment. Verify that your company is actively working towards narrowing the gender pay gap and offering supportive parental leave policies. Avoid the pitfalls of discussing issues not mirrored within your operations or inadvertently excluding sections of society in your online interactions.

3. Demonstrate a history of commitment

Consider whether there’s a particular issue your brand has been dedicated to over time. Dove, for example, has built its marketing strategy around the Real Beauty campaign, celebrating authentic beauty over digital alterations, yielding a significant profit increase over a decade.

4. Differentiate your brand through your stance

Throughout the Covid-19 pandemic, numerous brands took to social media to express empathy, yet this approach often backfired when perceived as generic or opportunistic. Avoid mimicking others; instead, use your unique perspective to distinguish your message amidst the crowded digital landscape.

5. Weigh the risks against the benefits

Brands advocating for social issues often evoke positive reactions from consumers, from curiosity to admiration and engagement, overshadowing negative responses. This demonstrates the potential to foster positive interactions, which can bolster brand loyalty and drive sales.

6. Ignoring significant issues could prove harmful

At times, the magnitude of certain issues dictates that silence may be interpreted negatively. Movements like #MeToo and #BlackLivesMatter have so profoundly affected society and culture that overlooking them could signal a brand’s disinterest in crucial societal concerns. Sprout Social’s research indicates consumers’ desire for brands to address human rights, poverty, environment, and education foremost.

How can social media be used to champion social causes?

Utilizing social media effectively requires skill and strategy when advocating for social issues. Below are key tactics for deploying these platforms efficiently:

1. Engage in active listening

Prior to advocating for a cause on social media, dedicate time to listening. Social movements can elicit strong emotions, as seen in the BlackLivesMatter protests, where sentiments of fear, anger, joy, and sadness prevailed. Utilizing audience listening tools can help grasp the public mood, enabling your brand to transform negative sentiments into positive actions, such as promoting petitions or supportive products.

2. Conduct thorough research

Knowledge is key before engaging in social media discourse.


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