How brands are authentically owning the giving season
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Illustration: Sarah Grillo/Axios
This giving season, companies are working to reclaim popular impact campaigns hoping that their affiliation will create a halo effect in the minds of consumers.
Why it matters: Communicators face the challenge of ensuring consumers know which brands are behind campaigns, without seeming too self-congratulatory.
Driving the news: Through marketing and earned media, American Express, which launched Small Business Saturday 15 years ago, made a more concerted effort this year to closely tie itself to the day of support.
- Ad spots ran during NFL games, company executives along with local New York business owners rang the opening bell at the New York Stock Exchange, the Empire State Building lit blue, singer Noah Kahan performed in the streets of Charleston, South Carolina, and it all was blasted across social media.
- Meanwhile, American Express CEO Stephen Squeri sat down with CNBC to discuss Small Business Saturday and focused on associating the day with the company.
- On the day itself, U.S. consumers spent an estimated $22 billion shopping local, up from $17 billion in 2023, according to the company's annual consumer insights survey.
Yes, but: American Express isn't alone. Other corporate-led initiatives have taken on a life of their own.
- In reaction to Black Friday, REI Co-op launched the #OptOutside movement in 2015, closing its stores and giving employees the day off to enjoy the outdoors.
- Cosmetic manufacturer The Estée Lauder Companies was the first to popularize the pink ribbon campaign supporting breast cancer awareness.
What they're saying: These company-generated campaigns worked because they were authentic to their purpose and business, says Alison DaSilva, global managing director of purpose and impact at Zeno Group.
- "When thinking about how much to lean in or promote corporate social responsibility campaigns, we consider ABC," says DaSilva.
- "A) Authenticity, how is it aligned with your purpose, mission and values, and walking the talk. B) Business relevance, how the issue is connected to your business in a way that makes sense. And C) competence, and how you are uniquely able to drive a meaningful impact."
Between the lines: These campaigns also let companies engage in ESG initiatives that meet stakeholder expectations while avoiding political crosshairs.
- A majority of global consumers (69%) want companies to play a role in addressing societal issues and two-thirds say companies are not doing enough, according to a recent Zeno Group report.
- "The consumer appetite is there and the expectation is there, so companies shouldn't shy away from having these social impact moments, if done the right way," says DaSilva.
What to watch: As companies consider new strategies to communicate about ESG and corporate social responsibility, expect a shift in audience targeting, says Susan McPherson, CEO of McPherson Strategies.
- "The focus will be on local communities first, because in the end, it's a tremendous opportunity for American business to continue doing what it's good at, and that is being a source of trust and support in the communities that they operate in," she adds.
More on Axios: Corporate America is rebranding ESG
