This month is Gay Pride Month which is addressed at the White House every June by President Obama since 2009.
Google Paints it Rainbow
Google, the global search giant, is also no stranger to supporting LGBT (Lesbian, Gay, Bisexual, and Transgender) rights and causes.
Since 2008, LGBT related search results the month of June are decorated with colourful rainbow illustrations, a symbol of the community's diversity.
Why should your organization support causes and when is it appropriate to support which cause. We summarize the answer to these questions below.
Humanizing a corporation
There is so much more to a brand beyond its product and services. Few marketers understand a holistic marketing approach and continue to focus on outdated, traditional product marketing strategies.
Besides building a tangible product that's brilliant and well-loved , a company needs to go beyond a product-orientated push and realise that fulfilling the intangible, spiritual or aspirational needs of their customers are just as important.
"Because creating a purposeful, meaningful movement will generate a wave of reactions advertising monies cannot buy."
- Jun Wee, TWEEMA digital marketing director on Social Good
Gaining reach through solidarity
By appealing to people through a common cause, a brand will be perceived in a positive light. In return for the good deed done, much-earned publicity will be generated, creating a different type of brand awareness.
As a result, a brand may obtain a new following of people who believe in the same good cause.
Pick the right battles
Social good is no doubt a fantastic way to engage existing customer and draw new fans. However, it is important to choose the right cause for your brand and execute it well in order to achieve the desired results.
Pick a good cause that resonates with what your users and fans believe in and support it fervently.
To identify what works and what doesn't for your brand, contact us today.