CSR initiatives can impact your brand positively, but what are the factors that make a campaign resonate with its targeted consumers? In contexts such as South Africa, where the government is not viewed as the sole agent for socio-economic change, CSR initiatives face a higher level of scrutiny in terms of delivering social change. It is important for a brand to advocate for a particular social issue however successfully addressing a said issue provides a CSR campaign with meaning.
Local South African brands that have become popular household items have strategised methods of investing in their consumer base, providing solutions to issues through social and community projects, via their CSR campaigns. When choosing a particular social issue as part of your CSR campaign, consider the following: