Consumers today are becoming more selective and vocal about supporting businesses who are driven to make the world a better place, writes Matt Williams, CEO of Professional Beauty Solutions.
84% of young people believe that brands have more power to make change than governments, recants a McCann Worldgroup study in 2016. In the same way that the public has driven demand for holistic skincare, the importance of social consumerism has risen again, and it should come as no surprise that many of today's modern consumers care about more than just the quality of your products.
More than ever, consumers want to support brands that that give back in a very real and tangible way. They’re looking for brands and companies that weave corporate social responsibility into the fabric of their entire business model. In fact, a 2015 Nielsen survey found that nearly two-thirds of global consumers are willing to pay more for sustainably made products.
The way these companies give back needs to be completely transparent too, especially when you look at the younger market segments. In fact, 81% of millennials – those aged from approximately 15 to 30 – expect their favourite companies to make public declarations of their corporate citizenship. There is simply no question that in 2018, customers want to know that their money is going toward something that not only looks good, but does good too.
The past few years have seen brands moving towards creating a culture of social awareness by providing opportunities to give back to the community. Most are now forming partnerships with aligned non-profit organisations in an attempt to move towards a world of ‘conscious consumption’.
A study conducted by Cone Communications and Echo Research revealed that more than 90% of consumers would switch to a brand supporting a good cause, echoing the inherent importance for a brand to speak for what their customer stands for, through its product and services. Even a big 65% of consumers felt more positively about the retailer after giving.
Giving back not only drives change in your community, but also within your organisation.
It is evident that philanthropic efforts on the part of employees and employers result in workplaces that are better for business and the people who work there. This year, staffers who believe their organisation gives back to the community are a striking 13 times more likely to look forward to coming to work, than those who do not perceive their employers as charitable, according to Fortune.
But more than anything – it FEELS GOOD to GIVE.
Unfortunately, the reality is that many small business owners are neck deep in focusing on building their business that they simply don't have the time to focus on non-revenue drivers. If you polled every entrepreneur in Australia, nearly 100 percent would say that giving back is important. But if you asked how many of them have such programs in place, you'd encounter a much lower number.
That’s where choosing brands that have programs in place can be an easy way to add this into your salon and business culture. Here are two of our brands that put “doing good” at the heart of their business:
Make 2018 the year your business gets in touch with the larger world, whether it be aligning with something in your local community or choosing brands that already have programs in place - this can be one of the easiest ways to add this into your salon and business culture.
Here are two of our brands that put “doing good” at the heart of their business:
Image Skincare and the Care for Skin Foundation
Founded by Image Skincare’s President Dr. Marc A Ronert, M.D, PHD*, the Care for Skin Foundation is a non-profit organisation created to provide reconstructive surgery for people who have suffered loss of skin due to accidents, tumours, burns, scars or genetic abnormalities.
Their goal is to provide surgeries to those who could otherwise not afford them – performing skin transplantations, scar corrections and cleft-palate corrections around the world. “Our goal is to raise $500,000 to help at least 3,000 children in 2018.” Ronert explains.
Image Skincare funds ALL administration expenses for Care for Skin, making it possible for all donations to be utilised to support patient care.
“Burn wounds are a significant cause of disease among children, and cleft palate conditions can impair speech and the ability to eat. With simple reconstructive surgical procedures, we are able to change someone’s life. Not to offer this to people in need would be unthinkable.” says Ronert.
To date, Marc Ronert and his wife, Image Skincare CEO and founder, Janna Ronert have travelled with other members of the Care for Skin Foundation to Peru, Vietnam, Myanmar and Burma to perform reconstructive surgeries on hundreds of children in need, giving them a better quality of life.