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Why are multinational companies like those on the Fortune 500 list spending more money on marketing their sustainability capabilities? In other words how does the marketer and company benefit and how do their customers benefit? 89% of marketers Links to an external site. who create social responsibility content plan to increase or maintain their investment in 2023, which is almost double from the year before. The trend is clear: social responsibility, ethics, and transparency matter to the modern consumer.

For instance, 50% Gen Z-ers Links to an external site. and 40% of Millennials Links to an external site. want companies to take a stance on social issues, specifically racial justice, LGBTQ+ rights, gender inequality, and climate change. When companies advocate for these issues, it has a strong impact on their purchase decisions

With all of this in mind, companies have begun to pivot social media strategies to focus more on inclusive initiatives, promotions, and offerings, while highlighting causes or missions they support. Although this might not sell products immediately, showing a sense of social responsibility is still both thoughtful and effective.

Senior Lecturer in Leadership and Innovation, Hal Gregersen Links to an external site., shares his perspective on the subject:

"If there can be a perfect storm of opportunity for strengthening D&I [diversity and inclusion] in organizations, I believe it is happening now.," Gregersen says. "With the pandemic, traditional ways of doing business and of working were upended, and now, barriers to the idea of change are dissolving."