Increasing Consumer Engagement Through Brand Citizenship


The recent gridlock in Congress has shifted the trust of the American people from government toward business. According to the 2016 Edelman Trust Barometer, people trust CEO’s more than government to solve social problems and they’re now looking to businesses to tackle social issues. Add social media to amplify this mindset and you have a shift where the onus is on companies and brands to act more responsibly. This is why companies are increasingly serious about “brand citizenship” and making corporate commitments that align and integrate corporate social responsibility. In this way, they are working to manage reputation, and leveraging marketing and social media communities to create a culture that focuses on social good.


The companies valuing brand citizenship are seeing it pay off because overall consumers appreciate their efforts and reward them by purchasing their products and services. The 2006 Cone Millennial Cause Study confirmed this trend. In fact:

  • 71% are more loyal to brands and companies they believe are doing good[1]

  • 87% bought a product associated with a cause over the last 12 months

  • 91% are likely to switch brands to one associated with a cause

  • 70% are willing to pay more for a product that supports a cause

These numbers explain why retail has become a beacon for charities. Donation programs associated with products and at the register are a way to connect with consumers about the social issues they care about, and 60% feel more positive about retailers when they’re asked to donate.[2]  This is why designers, nonprofit brands and social enterprises are bringing social issues of the day to day shopping experience to help retailers and brand build strong ties and brand loyalty with consumers.


Causes and brands at retail continue to get more creative.  Lady Gaga and Elton John teamed up to create a new product line for Macy’s called “Love Bravery” which will support each of their  [READ MORE]




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