Gabrielle White

Often when brands think about creating a positive impact on society, many first look toward sustainability issues like waste, pollution, and energy use. And while those are important, there are many other areas of society that need support and awareness, such as desertification, wildlife preservation, homelessness, and sea life environments.

One of the most important parts of culture across the world is sports, whether it is professional, amateur, or online. Many brands take advantage of this part of society and continue to focus their campaigns and media strategies around sporting events and athletes.

It has been proven that brands that approach societal issues through campaigns are more likely to connect with generation Z and millennial audiences, and therefore gain higher brand trust and favorability. A large area of focus within the current societal issues for brands is around women. Specifically, the prominent issues women face today, such as unrealistic beauty standards, inadequate emotional support, and outdated stereotypes.

The advertising industry plays a major role in carbon emissions, adding to the growing concern that over the next decade the planet could reach dangerous levels of global warming. The biggest culprit in the industry at fault, which may surprise some, is digital advertising.

Brands that have been around for ages are familiar with long-lasting success but may be left puzzled when it comes to reaching new audiences and revamping the brand through their campaigns. When planning campaign strategies, an experimental approach might not always be the top of the list. Yet for brands with a long history of success, experimenting with experiences and products is sometimes the best option for reinventing the wheel and staying relevant in today’s world with seemingly limitless brand options available.

Whether it is International Women’s Day, or just another day of the week, it’s powerful to see brands promoting and celebrating women throughout campaigns. With the multitude of brands available to choose from, consumers these days want to support a brand that they are emotionally connected to and that makes a positive impact on society.