One small step for brand: What marketers need to know about conscious—and increasingly skeptical—consumers 

Social justice movements, a global pandemic, climate change and other environmental disasters. Look no further than the news cycle to understand why consumers are becoming more careful about the businesses they support, the products they use and their impact on the planet.

Waves of corporations have responded by making pledges to uphold eco-friendly, socially responsible, antiracist business practices. Brands have made headlines for their gestures of goodwill—like when Calm paid Naomi Osaka’s fines for skipping press meetings to protect her own mental health and Airbnb introduced temporary housing plans for Afghan refugees.

Despite more frequent business pledges, consumers remain skeptical–52% believe brands that take stances on societal issues are just trying to drive sales.

We need some skepticism to keep businesses accountable, transparent and authentic. But businesses also need to continue showcasing progress, putting their values to work and being the change consumers want to see in the world.

As your brand embraces corporate responsibility, here’s what marketers need to know about building trust with conscious consumers.

1. Consistency and transparency are a must

There’s nothing wrong with building buzz around your business initiatives and achievements for the greater good. In fact, 50% of consumers want businesses to use social to share details about their social justice commitments and provide proactive updates on their progress. The keys to building trust in your communication are consistency and transparency. UK charity and second-hand clothes shop, Oxfam has long been a proponent of sustainable fashion. Rather than jump on a bandwagon, they are highlighting their clothing as a way for customers to embrace more sustainable options.

Posting a Tweet that gives a vague indication that your company is committed to “doing the work” isn’t going to cut it. Consumers are quick to see right through hollow brand activism.

Patagonia is revered as one of the best companies that mixes business with activism and it’s easy to see why by looking at their social feeds. On Twitter, the brand shares content related to their values and commitments to causes nearly every day. In addition to sharing their own messages of activism, the brand consistently Retweets messages from activists, nonprofits, news sources and other brands with mutual values.

Patagonia’s transparency on social crystalizes where they stand on issues that their company and consumers care about. And the proof that consumers trust the brand is on social.

Note to self' my next outdoor gear/apparel purchase must be from Patagonia. The CEO continues to do the right thing while simultaneously building a thriving, profitable business.

A lot learn from her. https://t.co/z3aH6DplBJ

— Paul Wicker (@Wickerpedia) March 15, 2020