Madeleine Mak
Influencers have an undeniable impact on audiences. With the potential to effect user’s brand favourability and self-confidence, content creators have the weighted responsibility to ensure their platforms authentically benefit and uplift followers. Amid these unprecedented times, compassionate and purposeful engagement is even more paramount.
Social media can be a powerful catalyst for good. As evidenced by viral cause campaigns such as #FridayForFuture and #StopHateForProfit, it is clear that purpose, inclusion and diversity are important user and brand considerations.
In a 2019 Deloitte report, 55% of audiences felt brands should actively engage with causes. This strong held belief is further supported by Edelman’s 2018 Earned Brand Study where 64% of consumers claim to have selected, switched and boycotted a brandbased on its stance on social and environmental issues alone. Interestingly, 35% of digital users claimed an influencer inspired them to advocate for a cause with 52% spreading awareness and 51% making a donation as a result.
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