Blog Post

Corporate Responsibility and Marketing

As marketers we want to show our organizations in the best light possible. This can be difficult today as consumers are more informed than ever and expect corporations to live up to their promises. Consumers want more than superficial corporate responsibility campaigns and photo ops. Today’s consumer expects brands to embrace their values and follow through.

Surface Level Engagement

For a long time, many corporations have been making promises of a better future to then abandon these plans quietly in favor of those that will bring more shareholder value. Coca Cola has long promised to reduce plastic waste with ecologically friendly initiatives that have largely gone unfulfilled. In fact, Coke has lobbied against bottle bills that would put some of the cost and responsibility of recycling plastic bottles on producers.  

Breaking From the Crowd

There have however been some form profit companies that live up to their brand values and Ben and Jerry’s is an excellent example. Ben and Jerry’s ensures that their supply chain is ethical and having starting salaries above the minimum wage. While some of these policies may mean smaller profit margins, the Ben and Jerry’s brand equity keeps growing.

In today’s market consumers expect more of the brands that they love. Consumers are no longer impressed with one-time acts of decency and demand that brands follow through on their promises. As marketers we must ensure that our brands practice meaningful engagement and offer more than superficial actions.

Blog Post

Increasing Social Media Engagement with Closed Captions

As marketing professionals, a core element of building an effective marketing campaign for is finding those small changes that can help your project have maximum impact. For example, with the recent movement on social media platforms from text-based to video-based content, we need to find ways to increase views and to encourage viewers to watch the video until the end. But most of today’s market uses a mobile device to access their social media accounts, and they casually scroll through the content, often while waiting in line at the store. In this public context, most users mute their devices, so it is critical that video content include subtitles to maintain the viewers attention.

Content Accessibility

Providing closed captions or subtitles to content not only increases the likelihood of an individual watching a clip in full, it will also make your content accessible to the hard of hearing and deaf individuals. As it stands many people in the deaf community feel underrepresented in social media platforms, in particular on Instagram.

Communicating Values

The simple addition of captions to your social media posts will not only increase viewership, it will also signal to the greater community that your brand values inclusiveness. Today consumers expect that organizations to value diversity and inclusion and by making your video content more accessible your organization proves this.