How Can Brands Approach Socially Conscious Marketing for Today’s Consumers?

One thing constant in life and digital marketing is that everything is always evolving. But something that has been brewing for a while is the rise of social responsibility on social media.

Audiences are more socially conscious than ever before, and this bleeds into the brands they support. People want brands that care: about the environment and sustainability, about ethical practices, and, really, about other people. If brands want to build trust, loyalty, and lasting relationships with consumers, they need to adapt their marketing strategies to reflect their values and the causes they support.

Social media strategies for socially responsible brands

A 2023 survey revealed that 57% of Filipinos scrutinize how products and services are marketed, valuing authenticity and transparency. The same survey also found that 44% said that they were willing to buy from brands that align with their values and advocate for social justice, with 51% saying that a brand’s integrity and identity play a bigger factor than the product itself in getting them to choose a brand.

So how can brands then turn these consumer sentiments into marketing practices?

1. Tell people what you’re all about.

Consumers won’t know what matters to your brand unless you tell them. This doesn’t just mean revamping your marketing slogans (although if it helps you make a statement, then by all means, get that revamp)! It means signal boosting campaigns and events that highlight causes that your brand supports.

L’Oreal Paris launched its “Lessons of Worth” campaign to celebrate and empower women and recognize their self-worth. This campaign seamlessly calls back to their tagline “Because I’m worth it,” while effectively expanding its message of self-worth from oneself to every kind of woman everywhere. This statement was made even more concrete through testimonials featuring brand ambassadors like Viola Davis, Elle Fanning, and Simone Ashley. 

2. But be true to who you say you are.

Clever marketing campaigns can only take your brand so far. Whatever your brand claims to stand for, make sure you follow through. Be transparent about your sustainability practices and social initiatives. If your efforts are still a work in progress, let your audience know anyway. Consumers feel more confident in a brand that is honest about their imperfect journey than a brand that leaves them in the dark to guess what it cares about.

One brand that did this well is Patagonia for its “Don’t Buy This Jacket” campaign that urged consumers to rethink overconsumption. Since it is a brand that promotes sustainability, Patagonia substantiated its message with repair programs, recycling initiatives, and a commitment to donating 1% of sales to environmental causes. This even led to a 30% revenue increase, which is simple proof that genuine social responsibility brings about consumer trust and loyalty.

3. Let your audience in.

To state the obvious, your audience is vital to your brand’s success. Aside from the fact that these are the people who invest time and money into using your product, these are also the people who care about the very same causes your brand is advocating for.

So what can you do as a brand? Partner with them. Invite them to sign petitions, make donations, and join challenges alongside your brand to build a sense of community and empowerment that invites real action.

If you’ve been to a UNIQLO recently, you may have noticed RE.UNIQLO bins inside the stores. Here people can leave their secondhand UNIQLO items, which are then sorted into clothes fit for donations and clothes for recycling into new materials for new clothes.

The pursuit of sustainability in marketing

The task of becoming a socially responsible brand that walks its talk may seem daunting, but it helps to start with these three steps: tell people what you are, stay true to your statements, and involve your audience in your sustainability efforts. Easy as one, two, three, right?

Want to learn the secrets to best engage with your audience? Check out our 2025 Social Media Trends Report here!