CorporateSocial Responsibility (CSR) is acquiring a preponderant value in companies, aware of the importance, increasingly, of creating sustainable businesses withmeasures, culture and values that allow them to last in the long term. Butactions are useless if they are not shared, because CSR without work is emptyCSR. For this reason, it is urgent that companies transfer their most activeCSR to society, the one that is helping them create a better world. Ultimately,your commitment needs to be noticed, seen and felt.
The coronaviruscrisis has caused a lot of harm in all social spheres. Families have been oneof the groups that are suffering the most. Households with children make up 35%of the total, but make 70% of general consumption, according to INE data, and astudy by the National Retail Federation states that 87% of parents recognizethat their children influence their purchasing decisions. That’s why now morethan ever; only brands that recognize the values that matter to them will beable to survive.
When it comes tofamilies with children, their concerns are clear. They want their children to grow-uphappy, healthy, safe, and well-educated. This means, that they want to create aworld where they are capable of being equal persons within a healthyenvironment. We all have an important role in achieving that purpose, butcompanies have a dual responsibility. First, because of their ability totransform the environment that surrounds them and second, because 81% ofcitizens, according to the Edelman Trust Barometer (2019), trust that they arethe vehicle to improve the social and economic conditions of communities wherethey operate.
In order forcompanies to know how to respond to the needs of families and as a result beable to succeed even in a situation as complicated as the current one, theBrandfulness Method has been born.
Brandfulness is anexclusive concept defined by the work team of The Modern Kids & Family(TMKF), the first communication, marketing and CSR agency specialized infamily, and also, by Raquel Aranguren, expert in CSR, Sustainability and Agenda2030. TMKF has a deep understanding of consumer and are experts in the rightchannels to reach families. Now, it has created its own methodology aimed atthe marketing and communication sector to convey the impact of CSR from brandsto family, children and youth audiences.
Communicate CSR to new profiles
Families and newgenerations are the consumers who hold the value and reputation of companies intheir hands and, if there is something that identifies them, it is their highlevel of awareness of the environment. Increasingly, brands are demanding acommitment to society and the problems associated with a changing world, andonly those that accept this new dynamic in a responsible way will be able tobenefit from it to achieve their business objectives.
Brandfulness is theway to bring a new vision of CSR to brands so, that they put the focus onfamilies. If they want to survive, it will not be enough to work within theframework of the SDGs and the 2030 Agenda, but it will be necessary that theseexpectations coincide with those of families, young people and children. Since nowthey are the present and future of the company. If they can make them aware oftheir role in the positive transformation of society and connect with theirvalues, they will also become part of their universe.
The objective of thismethod is for companies to transcend their value and the impact of theircommitments while transferring, sharing and involving families, youth andchildren. They will have to connect with generations Z (1995-2009) and Alpha(2010-…) and with families of millennial fathers and mothers. These generationshave been born and grown up interconnected to networks. With this brands mustinteract through actions of value that attract them, differentiated content anda committed and transparent dialogue.
Working together notonly helps to generate a better world and build alliances, but also, bringscompetitive advantages to companies that apply it. Thus, the Brandfulnessmethod allows companies to multiply the impact of their commitment to the SDGs,position themselves as a responsible company concerned about its environmentand turn their customers into loyal fans.
How to apply the Brandfulness method?
TMKF has created aGuide to develop Brandfulness Strategies to convey this new vision of CSR tocompanies.
The first thing toapproach is the commitment to the 2030 Agenda in a strategic way. Identify thespaces for action that are relevant for the company. TMKF offers a strategicconsulting service to identify the opportunities of each brand and design anadequate CSR strategy, where combining information and emotion is the key tosuccess.
The 17 ODS cover thefull range of social and environmental challenges we face as a society, butcompanies do not need to work on all of them or do so with the same intensity.To decide which ones to focus on while working with families, youth andchildren, one must analyze the company's impacts on the Goals, select itsrelevant internal and external audiences and prioritize the shared commitmentsof both.
The next step toachieve an effective Brandfulness strategy is to establish the level of impactthat the company wants to achieve. So the society becomes a transforming agentin the 2030 Agenda. Do you want informed citizens or activists? Do you wantboth? To answer these questions, it is necessary to design a Roadmap thatallows the company to have a global photo about the SDGs that represent anopportunity. Select stakeholders to work and the indicators with which it willmeasure the development of its commitment.
Illustration 1. Example of a Roadmap
Once the Roadmap has been defined, it is time to act and create impactsolutions. TMKF has defined 4 main types of action to facilitate this work tocompanies.
Internal and external awareness campaigns are the perfect strategy toreach the first level of impact. The objective here is to have well-informedcitizens about the SDGs. If what the company wants is to promote commitmentbeyond awareness and for its audience it has to begin to integrate them intotheir day-to-day lives. These campaigns must be based on Branded Content andGamification, for example, with interactive formats.
We must not forget that our goal is to reach children and young people.A good idea to achieve this is to carry-out educational programs that promoteeducation in values, such as school contests and workshops. And to be able tocross the borders of homes and for our target to become an activist, the bestformula is the “Call to action” programs, where the actions call for activeparticipation and collaboration with the SDGs.
The last step is essential: communicate and share. Reporting on theresults obtained, in addition to being a good business practice, is another wayof attracting stakeholders. And not only to inform, for Brandfulness to work itis essential to establish a dialogue with the public to collect their feedbackand integrate their proposals.
Today's generations are aware of the role that brands play to change andimprove the environment. And only those that do will be the ones that accompanythem throughout that journey into the future.
You already know the theory, now it's time to take action.