How Advertising Can Be Used for Social Good
Advertising is a tool that shapes perceptions, society and what motivates people. Today, consumers have an infinite number of options…so, why choose your business? What do you stand for and why should they care?
Stop advertising and start telling a story. Start a conversation by aligning your business with values and morals that reflect your brand. Positive effects on both your business and audience will follow because creating authentic relationships with an audience will lead to brand loyalty and highly fulfilled customers.
The advertising industry has a drastic impact not only on societal norms and how our consumers see the world, but also how consumers see themselves. Many industry leaders have been paving the way to a more promising future for these individuals. They are uplifting people that feel invisible, shedding light on social movements, and empowering young generations that highly value genuine connections.
One brand that is taking a strong stance is Sephora. Last year they introduced their “We Belong to Something Beautiful” campaign which celebrates diversity and encourages inclusive self-expression.
Sephora also recognizes that actions speak louder than words. They took initiative by providing unconscious bias training for employees.
“We’re also rolling out continued beauty education on serving clients of all skin tones and skin types. By the end of 2019, our US staff at all levels will have participated in at least 10 different training touchpoints on serving clients.”
Sephora understands that in this day and age, the marketing industry has a multifaceted opportunity. We can begin to understand consumers, employees, and investors on a more intimate level — simply by positioning our brands as someone who understands. Show your audience that there are real people behind your brand who care and want to make a difference so that they feel an urge to join your mission.
“Big Data Yields Progress in Social Good.” Datanami, 20 Aug. 2019, www.datanami.com/2019/08/09/big-data-yields-progress-in-social-good/.
“Sephora, Color Close Up.” JOY PENG, joyjoypeng.com/sephora-color-close-up.
“We Belong to Something Beautiful.” Sephora, www.sephora.com/beauty/belong.