7 tips and tricks to live by

Businesses today are under a huge amount of pressure. Customers, partners, and stakeholders want to work with and support companies that are doing right by their people and the planet. So, a business that is socially, ethically and environmentally responsible is more likely to see sustainable growth. And this is leading a lot of businesses, our clients included, to take a values-first approach to their marketing.

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Of course, the most important thing is promoting corporate social responsibility in an authentic and engaging way. But with more and more businesses cottoning on to this marketing trend, the real challenge is setting your organisation apart.

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Fortunately, here at Proctors, we like a challenge. Having kept a close eye on industry trends and worked with numerous clients to promote their Corporate Social Responsibility (CSR) and Environmental Social and Governance (ESG) strategies over the years, we’ve seen what works… and what doesn’t.

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Here are some tips, tricks and best practices for crafting marketing that will make you look good for all the right reasons.

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1. Give real-life examples

First and foremost, you want to show you’re not all talk. This means giving tangible proof of your values by leading with real-life examples. This could be promoting and documenting charity runs, internal workshops or community engagement events. It could also mean sharing things like switching to green energy, working with a new ethical supplier, or hiring a ‘People Partner’ or ‘Sustainability Leader’.

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Essentially, lead with action and honesty. Whether you’ve committed to an emissions reduction target, or to closing your gender pay gap, sharing your progress every step of the way shows your dedication and can help build a strong foundation of trust with your audience, whether they share the same values or not.

Share your progress at every step to showcase your dedication and authenticity.

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2. Take a holistic approach

When it comes to CSR or ESG, environmental sustainability gets most of the attention. But customers are just as interested in how inclusive a company is, how it treats its employees, and what role it plays in society as a whole.

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Taking a broader, more holistic approach to your corporate social responsibility shows that it’s more than a marketing exercise – it’s in your DNA.  

Customers, potential customers, and potential recruits want to know how companies treat their internal community.

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3. Be a thought leader

Your content doesn’t need to be about your business, products or services. In fact, a key part of your brand’s evolution is incorporating other elements that demonstrate a well-rounded corporate identity. Integrating thought leadership can be a good way to do just that. This means sharing your own opinions as well as seeking out expert opinions and highlighting unique perspectives.

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By reflecting on and dissecting important social issues related to your sector or field, you’re demonstrating your dedication to learning and educating. It’s a great way for your customers to see that you’re not just going through the motions of being a better corporate citizen – you’re joining a larger conversation.

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4. Make it human

Studies show that when evaluating brands, consumers are primarily driven by emotion over information. How do you spark an emotional response? By appealing to your audience’s humanity.

This can be as simple as putting a human face on something. When Lush wanted to promote that their products are handmade in small quantities for maximum freshness, they stickered each batch with illustrations of the worker who crafted it. It’s a clever way of saying, “we’re a family business at heart that cares about the quality of our products as much as we care about each and every employee” – without actually having to say it.

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There are lots of little ways you can incorporate this type of thinking. If you’ve got a great cycle-to-work scheme, don’t just say so. Have one of your employees document their green commute and share their photos or videos along the way.

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Many companies are going one step further and making their advertising not just human, but real and unfiltered. This departure from aspirational advertising reflects the current demand for honesty and empathy from companies large and small. Take this Dove ad promoting their partnership with Postpartum Support International, for example. By showing a side of motherhood rarely seen in adverts, the ad doesn’t just engage with new mothers. It makes them feel seen and understood. Perhaps more importantly, they backed this awareness with real action by partnering with a support group.

Current audiences demand honesty and empathy. Even (or especially) if it’s raw/unfiltered.

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5. Lead by example

You can learn a lot about a company by the way it treats its employees. So, when it comes to promoting what you’re doing for people and the planet, what better place to start than your own internal community?

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Covid sparked a shift in the working world. Not only did it bring mental health and wellbeing to the forefront of the conversation, but previously radical ideas like hybrid and remote working became the norm. Companies promoting their support of employee wellbeing are not only demonstrating their values – they’re showing just how modern and adaptable they are.

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For example, Calibro – one of our clients – is trialling a four-day work week. The team calls this scheme ’22 for you’ – for the extra 22 free hours full-time employees get to enjoy each month. The initiative shows Calibro’s commitment to its employees' wellbeing, sure. But it also shows that it, as a company, is willing to break the rules and question the status quo if it means boosting productivity and efficiency.

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6. Look on the bright side

We’re in the midst of a cost-of-living crisis (in the UK, at least), an energy crisis, a climate crisis – and we’re reminded of it every minute of every day. Education is important for raising awareness and driving much-needed change, but the constant onslaught of bad news is doing just the opposite.

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Instead, we’re experiencing a wave of ‘learned helplessness’, which is when a person reaches a state of accepted powerlessness after enduring repeated stress beyond their control. So, while shock value can give your marketing and advertising impact, it may not be a very sustainable strategy.

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Good news, on the other hand, can be a great motivator and a good way to add levity to serious topics such as climate change. Leading with positivity also demonstrates your company’s compassion and ability to empower.

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7. Put progress over perfection

When it comes to CSR or ESG, no company is perfect – and pretending to be virtuous is often how companies get caught out for misleading or colour washing. Instead, let customers and partners see and be a part of your journey – because that’s exactly what it is.

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Whether it’s sustainability, community welfare or employee wellness, the goalposts will continue to change and so will your business. So, making your approach as adaptable as possible will help keep your messaging honest and consistent.

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Let audiences see, and be a part of, your journey. Because that’s exactly what it is…a journey. One that will change and evolve over time.

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What part does Proctors play?

We can’t tell you how to improve your environmental and social impact and we won’t tell you how to support the wellbeing of your employees. What we can do is help you tell your story. It’s what we do well. That’s how we’ve become one of the UK’s longest established agencies specialising in marketing, branding, design and technology.

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We’ve been lucky enough to work with some incredible clients who are doing great things for people and the planet. And in helping them share those journeys, we are learning a great deal about what makes consumers and business customers engage…and what makes them switch off.

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Ready to turn up the volume on your CSR marketing? Get in touch with us at marketing@proctors.co.uk