Social responsibility isn’t just a marketing tactic; a 2019 survey revealed that 77% of American consumers are more likely to support brands that commit to making the world a better place. As social, economic, and environmental concerns grow year after year, consumers are becoming increasingly aware of where their money goes. The changing climate around ethical business practices demands that companies rethink their marketing strategies to prioritize corporate social responsibility.

Corporate social responsibility (CSR) is a self-regulatory business model that views ethical and environmental concerns as equal to the pursuit of growth and profit. CSR plays a crucial role when it comes to marketing, as it can directly affect consumers’ willingness to put their trust in a brand. In fact, a growing number of American consumers are adopting a zero-tolerance policy for companies that make no effort to incorporate or promote CSR efforts.

Successful CSR should go beyond just promoting eco-friendly products; ethical, social, and environmental considerations should be apparent in every aspect of your brand’s marketing. Here are five ways to practice CSR and help your business grow responsibly:

1. Practice Ethical and Transparent Communication
2. Focus on Long-Term Brand Image
3.  Watch Your Carbon Footprint
4.  Take a Stand on Social Causes
5. Improvise, Adapt, Overcome

Modern consumers are becoming increasingly conscious of where their money goes and how it’s being spent. As such, transparency and communication are an absolute must when it comes to building trust with consumers. This could involve openly communicating with consumers about your products, services, and business practices through your digital channels, or devoting a page on your website to finance reports.

Clothing retailer Everlane practices transparent communication through its “Radical Transparency” initiative. On their website, the company discloses the true cost and markup of each product they sell, including materials, labor, and transportation. This helps the brand build trust with its consumer base and creates a unique brand value to set them apart from other clothing brands.

Practicing CSR sometimes means sacrificing short-term efficiency to build up credibility in the long term. When it comes to building long-term consumer trust, it may be more effective to focus on building a solid and trustworthy brand before chasing immediate sales growth. This can look like consistent and valuable interactions with consumers, or supporting social causes that align with your audience’s core values.

PetSmart Charities is a great example of a company that builds its brand image by supporting social causes. The company regularly donates to animal welfare groups, veterinary organizations, and humanitarian nonprofits, aligning their brand’s social responsibilities with their core values. Their website also features a backlog of annual reports and financial statements, letting customers know how their donations are being spent; in doing so, they build consumer trust and solidify themselves as a reliable, trustworthy brand.

Although digital marketing might seem like an efficient and sustainable alternative to traditional methods, it poses its own fair share of environmental risks; a 2018 study found that digital marketing consumes about 10% to 20% of the internet’s energy consumption around the world. Digital marketing heavily relies on resource-heavy digital infrastructure, producing a heavy carbon footprint and tons of electronic waste every year.

Sustainable marketing practices can be a huge boost when it comes to CSR. Sustainable marketing involves strategies to minimize the environmental impact of business and marketing efforts. Some sustainable digital marketing strategies include: optimizing digital assets for energy efficiency, reducing internal data usage, and promoting digital sustainability both internally and externally.

Ecosia is a well-known search engine that uses renewable energy to power their web servers. The company is also famous for donating its ad revenue to reforestation efforts, as well as their transparent communication about their commitment to reducing their environmental impact. Every aspect of Ecosia’s marketing drives focus towards the company’s sustainable practices, earning them a trusted consumer base of eco-conscious users.

Actively contributing to social causes is a cornerstone of practicing CSR. 70% of American consumers prefer brands that make a deliberate effort to positively contribute to society, whether that’s through philanthropy, advocacy, or ethical business practices. Moreover, a whopping 71% of American employees would prefer to work at companies that practice philanthropy and social causes!

Ben & Jerry’s isn’t just famous for its ice cream– the brand is also a well-known advocate for a variety of social causes. The company openly and actively supports dozens of causes, from fair trade and climate justice to LGBTQ+ rights and racial equity. Ben & Jerry’s thorough commitment to CSR creates a strong sense of purpose and a highly trustworthy brand image, making them one of the most successful and universally recognized ice cream brands in the United States.

With current events and social climates shifting on a daily basis, companies must practice continuous innovation and adaptation to keep up their CSR practices. Keeping up with significant current events and new social causes is absolutely essential, as it helps brands rapidly adapt to shifting consumer values. Moreover, social media can be a valuable tool for engaging with current events in a conscious, respectful manner that aligns with established brand values.

Duolingo’s presence on social media is a prime example of a marketing team that can readily adapt to shifting digital trends and consumer values. Their rapid output of content on social media prioritizes authenticity and transparency over polish, allowing the brand to achieve a level of connection with their audience that is seldom seen in other brands.

Modern consumers prioritize and value businesses that make a positive impact on the world around them. Corporate social responsibility is about more than just appealing to audiences on the surface level; it’s about making ethics and sustainability a part of your business as a whole, including your marketing strategy.

By committing to transparent and ethical business practices in every aspect of what they do, businesses can earn consumer trust and build a lasting brand to achieve long-term growth.