Everything we do – or don’t do – has an impact on others. This can be on a big scale – like a global brand investing in local communities, or on a smaller scale – like putting the trolley back at the supermarket.
It’s for this reason that social impact – which can be defined as the impact an activity, project, programme or policy has on the people and communities affected by it – is so crucial. And in the high-pressured world of brands and marketing, its role has become increasingly important.
Lameya Chaudhury, head of social impact at creative agency Lucky Generals, busts some of the myths surrounding social impact and outlines why it is such a fundamental part of the creative sector.
When I describe that I work in ‘social impact’ within the creative industry it divides opinion: passionate support on one end, outright scepticism on the other. The term provokes a mixed medley of perceptions from so-called ‘wokey’ advocacy to cynical naysaying.
But here’s the reality – brands can’t afford to sit this one out. Addressing societal challenges, from sustainability to inclusivity, is now a non-negotiable. It’s time to cut through the myths surrounding social impact, establishing it firmly as not just a trend but a fundamental part of brand communication.
Myth 1: Social impact is just DE&I in disguise
Reality: Let’s get this straight: social impact doesn’t equate to a tick-box take on Diversity, Equity, and Inclusion (DE&I). It’s about creating messages that resonate more deeply than just the bottom line, to foster community, build awareness, and drive meaningful action.
Diversity should not be conflated with social impact, as they need different strategies. While it aligns with the principles of DE&I, social impact has an outwards lens, seeking to achieve societal good in culture through impactful, thoughtful creative work.
Myth 2: Social impact Isn’t a corporate concern
Reality: Every brand, regardless of its industry, has the power to drive social change through its efforts. In fact, some argue it’s those within the commercial sector that can instigate the most impact.
With the growing emphasis on ESG (Environmental, Social, and Governance) these corporations have built social impact into their DNA – through ethical supply chains, sustainable products, or equitable hiring practices.
Take, for example, companies like Patagonia in the retail sector, which has set the bar high for environmental activism, or tech giants like Microsoft, committing to carbon negativity by 2030. While some brands lead with authentic social responsibility, setting benchmarks; others offer tokenistic gestures which come under fire.
Today, demonstrating substantial progress and transparency isn’t just valued – it’s demanded.
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Myth 3: Social impact dilutes the brand message
Reality: Incorporating social impact into your brand’s narrative doesn’t water down your message – it amplifies it. Take Virgin Atlantic, for instance. They don’t just fly planes; they champion seeing the world differently, celebrating individuality and inclusivity with creative flair.
In a sea of sameness, brands that dare to stand for more than profit can cut through the noise, resonating more deeply with people. Clear, purpose-driven missions aren’t just nice-to-haves; they are imperative to standing out and connecting with real people in an authentic way in an already oversaturated market.
Myth 4: Social impact is bad for the bottom line
Reality: Show me the money! It’s time to bust this myth wide open. Steering your brand to invest in the planet and its people isn’t just the right thing to do; it’s financially savvy and a winning formula for economic growth.
A landmark study from NYU shows this by demonstrating that a well-executed approach to Environmental, Social, and Governance (ESG) doesn’t just boost your company’s value; it’s closely associated with enhanced financial performance.
The report discovered that a staggering 58% of ESG efforts were tied to improved financial performance, with companies seeing a business valuation surge by 10-20%. In today’s economy, being good is good for business.
Myth 5: Social impact is a fleeting fad
Reality: Think again. The term ‘social impact’ was first used in a 1969 Yale University seminar on the ethical responsibilities of institutional investors. Call it Social Impact, CSR, Social Purpose, ESG, or whatever the next buzzword might be – the core idea doesn’t shift: business contributing positively beyond its financial goals.
This movement isn’t new and is rooted in a significant shift in values, driven by changing demographics and societal expectations. The growing demand from consumers for businesses to champion sustainability, equity, and community welfare isn’t a temporary trend – it’s a reflection of a change in how society views the role of business in the broader world.
The path forward
Overcoming these myths paves the way for fully realising the potential of social impact within the creative sector. It’s an opportunity for innovation, allowing brands to develop campaigns that are visually arresting and socially resonant.
As the conversation around corporate responsibility evolves, the most successful brands will be those that see social impact not as an elective but as a core facet of their identity and strategy.
In today’s complex market, brands are uniquely positioned to lead with purpose, translating their social impact goals into concrete actions. By doing so, they contribute to a fairer and more sustainable world, forging durable connections with audiences based on shared values and respect. The move beyond the moment is unequivocal: integrating social impact isn’t just ethical – it’s smart business.
