We want to know: how does your business define success? Whether you call it growth year-over-year, bringing a new product to market, or expanding to reach new audiences, an obvious definition of success is just that: profit. But what if your business could do more? What if you could use your profits and influence to make positive change? Enter: social impact marketing.
If you’re tuned into the world of marketing, this probably isn’t your first time hearing about social impact marketing. If the term is new to you, allow us to elaborate. In a broad sense, social impact marketing is a practice through which for-profit organizations use their businesses to advocate for a cause. Whether it’s a cause directly tied to the business’s mission or another campaign you’re passionate about, the ultimate goal is to use business for good.
Here’s the thing: this is more than just a fleeting marketing trend—it’s entirely necessary to succeed in today’s business landscape. Companies that make Corporate Social Responsibility efforts are more profitable. Consumers, especially Gen-Z consumers, believe that businesses have a responsibility to address social and environmental issues. According to a 2017 Cone Communications study, 87% of Americans are more likely to make a purchase from a brand that promotes a cause they care about.
So. Does your business have a cause that goes beyond profit? How will you let your audience know that you, to put it simply, give a damn? That all comes down to social impact marketing. At TGW, we exclusively work with teams that are working to make a difference in the world, to help them have the biggest impact possible (and let people know about it).
Over the years, what we’ve found is that you don’t have to sacrifice profit for purpose. In fact, they go hand-in-hand. Take our friends at GreenSpark Solar, for example. GreenSpark is a Certified B Corporation (psst, we are too, and it’s a great way to commit to social responsibility) bringing solar energy to Rochester & the Finger Lakes Region. They’ve remained committed to clean energy, the wellbeing of their employees, equity, inclusion, and other social causes—and are now the #2 fastest-growing business in Rochester.
Through strategic branding and marketing, we’ve helped the fine folks at GreenSpark show their potential customers just how much they care about their community, their people, and the planet. You can check out some of our work for GreenSpark Solar here.
Committing to social impact is about finding your purpose and sticking to it. Businesses in any industry can use their profits and power to support causes they care about. At the end of the day, you win, your customers win, and the world wins. Social impact goes far beyond ROI, and financial success—it means leaving the world better than how we found it.