The Noble Edge Effect is a powerful way for brands to establish a strong positive relationship with their customers. Whether using sustainable materials, supporting fair labor practices, or giving back to the community, consumers feel good supporting companies that do more than make a profit. A survey on corporate social responsibility says 77% of consumers feel motivated to purchase from companies committed to making the world better.
Consumers perceive socially responsible brands as more trustworthy, ethical, and committed to the greater good. This is called the “Noble Edge Effect.”
What is the Noble Edge Effect?
The Noble Edge Effect occurs when a brand engages in socially responsible behavior and gains a competitive advantage over other brands that do not prioritize social responsibility.
Consumers perceive a company as being “noble” through actions like donating to charity, supporting socially responsible causes, or engaging in environmentally friendly practices. This perception makes a company’s products more attractive and trustworthy in the eyes of the consumer.
That can lead to further purchases, positive word-of-mouth, and increased loyalty to the brand. The Noble Edge Effect can also positively impact a company’s reputation. Consumers may view the company as more ethical, responsible, and trustworthy than competitors who do not engage in similar activities.
What brands are considered ethically and socially responsible?
Some brands have succeeded by building a reputation for ethical and socially responsible behavior.
Ben & Jerry’s
This famous ice cream company exemplifies the Noble Edge Effect. It’s known for its social justice and ethical business practices.
Ben & Jerry’s uses fair-trade ingredients and supports a variety of social causes, such as marriage equality and climate justice. It also focuses on employee well-being and sustainability. Finally, it implements several initiatives to reduce its carbon footprint and promote renewable energy.
Patagonia uses organic cotton and recycled materials in its products. It also implements numerous environmentally friendly initiatives, reducing water usage and eliminating harmful chemicals from its production process.
Patagonia also donates 1% of its sales to environmental causes and has a strong stance on climate change and public lands protection.
Seventh Generation uses plant-based ingredients and environmentally friendly packaging. It has several initiatives to reduce waste and promote recycling. The company also discloses all its product ingredients and has spoken about climate change and toxic chemical regulation.
This shoe company applies a “One for One” model, which donates a pair of shoes to a child in need for every pair of shoes purchased. Toms has also expanded its giving model to include eyewear, providing eyeglasses and medical treatment to people in need. The company has a strong commitment to ethical sourcing and sustainable practices. Toms has implemented numerous initiatives to reduce waste and promote environmental sustainability.
Why do users resonate with socially responsible brands?
There are several reasons why social responsibility resonates with consumers:
- Brand reputation: Socially responsible brands are perceived as more trustworthy, ethical, and reliable than competitors who do not engage in similar practices. This can lead to increased customer loyalty and positive word of mouth.
- Emotional connection: Socially responsible brands often have a mission or purpose beyond simply making a profit. That can create an emotional connection with consumers. A brand can build a sense of community and inspire consumer loyalty by supporting a cause or taking a stand on an important issue.
- Ethical values: Consumers who prioritize ethics and social responsibility in their purchasing decisions are attracted to brands that share their values. When a brand demonstrates its commitment to social and environmental issues, it can help consumers feel good about their purchase and align with their beliefs.
- Long-term thinking: Socially responsible brands often focus on long-term thinking and sustainability, which can appeal to consumers concerned about the future. By prioritizing social and environmental responsibility, a brand can demonstrate its commitment to making a positive impact for years to come.
- Personal impact: Consumers may feel a sense of personal impact when they purchase from socially responsible brands. For example, knowing that their purchase supports a charitable cause or helps to reduce environmental impact can create a sense of satisfaction and fulfillment for the consumer.
How can you help companies communicate social responsibility?
It’s essential for brands to ensure that their social responsibility efforts are genuine and not just a marketing ploy. As a content producer, you can help. Consumers are savvy and can quickly see through inauthentic attempts to capitalize on social responsibility. Here are some tips for effectively communicating social responsibility efforts:
- Be consistent: Make social responsibility a part of a brand footprint and consistently communicate those efforts over time. This can help build trust and credibility with your audience.
- Be transparent: Consumers value transparency and honesty from brands. If a company is trying to be socially responsible, be open and honest about practices and goals. Share information about initiatives and the impact they’re having.
- Collaborate with others: Connect with other organizations or individuals who share values and goals. This can help amplify the brand message and reach a wider audience.
- Make it personal: Share stories and examples that help illustrate the impact of the brand’s social responsibility efforts. Highlight the people or communities that are benefiting from these initiatives.
- Measure and report progress: Set goals and track progress over time. Share updates with a brand’s audience about the impact of these initiatives and any improvements being made.
- Use multiple channels: Communicate social responsibility efforts across multiple channels, such as social media, email newsletters, and websites. Use different formats, such as infographics or videos, to help convey the message and engage your audience.
The Noble Edge Effect in Marketing
By effectively communicating social responsibility efforts, you can help a brand build a positive reputation and create a connection with its audience based on shared values and goals.
When wielded appropriately, the Noble Edge Effect is influential in shaping consumer behavior. Brands that prioritize social responsibility can gain a competitive advantage, build stronger relationships with customers, and positively impact the world. Gain more insights into how to promote your social responsibility story with a strategy session with ClearVoice.