Category
Business
Assisted Conversion
Trend cluster
Category
Systemic
CSR
Consumers call for ever-more authentic forms of corporate social responsibility.
3.0
Trend score
Trend
What is the Systemic CSR trend?
Systemic CSR: Corporate social responsibility is integral today. The Internet enables consumers to research whether a company's CSR plans are more marketing-based than action-oriented, and so brands are utilizing their reach to advocate within greater systems of power (as opposed to ways that exist solely within the brand's eco-system).
Insight
The consumer insight behind the Systemic CSR trend
Acts of injustice are amplified in the social media age. Thus, this generation is not able or willing to turn away from these issues, making CSR more important than ever. The Internet also enables more education on political issues, heightening their expectations of brands' claims to advocacy. In the example of anti-racism initiatives and the uproar of May 2020, supporters understand the pervasiveness of systemic racism, and how large brands are in a unique position to dismantle it from the top-down.
Trend themes
Themes within the Systemic CSR trend
Three behaviours holding the trend together01
Systemic CSR
With the advent of social media, there has been increasing pressure on brands to practice genuine Corporate Social Responsibility and use their reach to advocate within greater systems of power.
02
Donation Matching Inclusive Initiatives
Companies have launched a new donation matching program to encourage users to donate to various social causes, ultimately increasing financial support for underprivileged groups.
03
Branded Racial Equality Initiatives
Companies are developing initiatives to combat systemic racism and create sustainable and scalable movements to support the black community.
Industry implications
What the Systemic CSR trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
The growing importance of Corporate Social Responsibility necessitates marketing and advertising professionals shift focus from communication to action-based strategies.
For
Technology
Arising events demand for responsible technology policies and stimulate the need for more transparency and accountability for the police force.
For
Entertainment
Entertainment industries present curated lists of movies and entertainment programs to increase awareness and spotlight crucial issues like Black history, culture, and diversity.
Workshop question
How can your corporate social responsibility initiative go even further beyond marketing?
Trend signals
Trend signals for Systemic CSR
Trend score 3.0 out of 10, from popularity 48%, activity 32%, freshness 11%.
Popularity48%
Activity32%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Systemic CSR trend
6 featured examples from Apr 16, 2020 to Jan 21, 2022CategoryBusiness
CSR During a Pandemic
We Chatted to Kruger's CMO to Learn About Its Rolling It Forward Initiative
Manufacturers can partner with other industries to give back to communities in need.
CategorySocial Good
Diversity-Focused Writing Communities
Hallmark Launches Writing Community Dedicated to Black Women
The greeting card industry can expand its reach to underrepresented communities by creating more diverse greeting cards that resonate with different cultures and creating writing…
CategorySocial Good
Congress-Callout CSR Iniatitives
IBM Emb(race) Calls on Congress to Ensure Racial Equality
The development of alternative technologies or solutions that promote racial equality presents disruptive innovation opportunities in the software development industry.
CategorySocial Good
Inclusive Free Streaming Iniatitives
Cineplex Debuted the 'Understanding Black Stories' Project
The entertainment industry can leverage inclusive initiatives to increase diversity in content and attract a wider audience.
CategorySocial Good
Donation-Matching Inclusive Initiatives
Dropbox Black Lives Matter to Match Donations Made in June
Technology organizations are investing in Corporate Social Responsibility and Diversity, Equity, and Inclusion initiatives to improve corporate ethics and impact.
CategorySocial Good
Branded Racial Equality Initiatives
HP Leading With Values Aims to Combat Systemic Racism
Implementing initiatives to support and promote diversity and inclusion within the industry.
