“The role of business in society has been forever disrupted.” So said Mark Pritchard, Chief Brand Officer of P&G last week, in a perfect sum-up of the seismic shift that has occurred in the last few months.

For some time now consumers have increasingly demanded that the companies they support align with their personal values. This trend was already accelerated by the pandemic, and the recent racial equality movement in the US has now brought it center stage.

If corporate social responsibility was a nice-to-have before, it has now firmly shifted to the “must” column.

Brand as Civil Servant
This trend is particularly marked among younger consumers:

• 81 percent of Millennials expect companies to make a public commitment to good corporate citizenship.
• Tom Mirabile of forecasting firm Springboard Insights says that Gen Zers (which he describes as “brand participants” because of the intimate relationship they have with the brands they support) “view consumption as inseparable from ethical concerns.”

In fact, more than any other generation before it, Gen Zers are and will be (some of them are still just 11) value-based consumers. Brands need to make an authentic value appeal to capture this rising generation of consumers – and, to a certain extent, older generations as well.

Put Your Marketing Where Your Mouth Is
Of course, the phrase “corporate social responsibility” is incredibly multi-faceted, encompassing everything from environmental concerns to diversity to ethical business practices. Here’s the key – organizations don’t need to stand for everything, but they absolutely must stand for something.

Take Patagonia, which has won big with consumers in recent years for a series of bold marketing campaigns and – this is crucial – other off-screen initiatives in support of its environmental activism. It’s the perfect example of civic engagement that feels organic to the brand and therefore authentic to consumers. For a look at the flip side, take a look at Pepsi’s 2017 Kendall Jenner ad, which was a total flop.

The licensing factor. Brand owners must ensure that the licensees and retailers they work with are aligned to their cause and morals. Consumers generally won’t distinguish between a licensee and the IP owner, which means a problem partner can easily tank even the most well-thought-out and articulated brand stance.