Article

Claiming a cause: does it help or hurt your brand?

Brands no longer just want to sell their products or services; they want to stand for something, to profile themselves socially, and, above all, to show that they are on the "right side." It's as if brands today need to have some kind of moral mission. But is that really such a smart idea? Or, better yet: does it actually pay off?

Let's take a critical look at this phenomenon: the claiming of a substantive theme. While everyone is jumping on the latest purpose-driven bandwagon, the question remains whether it truly works for your brand. Time for a dose of realism.

Are brands increasingly adopting substantive ambitions?
Absolutely. Brands seem to be in some sort of race to show how "good" they are. Whether it's about sustainability, diversity, inclusivity, or other societal issues, everyone wants to link their name to a bigger cause. Why? Because consumers—especially younger ones—apparently expect brands to do more than just sell products. Some see this as the way to remain relevant as a brand.

But let's not forget: that doesn't mean it's a good idea for every brand to blindly follow this trend. Sure, consumers often say they want to support companies that strive for a better world. But the question is whether they really align their wallets with that sentiment. In practice, loyalty often depends more on price, product, and service than on a vague ideological mission.

How do you come up with such a theme?
The first pitfall many brands encounter: you can't just grab a theme out of thin air because it's popular. If you're serious about claiming a substantive theme, it must be at the core of your brand. And let’s be very clear: consumers can see right through opportunistic stories. We've seen plenty of examples by now of brands that think they can jump on the diversity train without it genuinely being part of their DNA.

So, how do you come up with a theme?
It's very simple: look at what your brand truly is and what it stands for. What are your core values? What does your company believe in? The theme must seamlessly align with who you are and what you do. If your brand has no connection to sustainability, it’s entirely unconvincing to suddenly launch a ‘green’ campaign.

Take Gillette, for example. For years, they sold razors to men with the slogan "The Best a Man Can Get." But in 2019, they suddenly decided it was time to tackle the image of masculinity. Their campaign against toxic masculinity sparked a storm of criticism. The brand that had glorified macho men for years suddenly took a moralistic turn. The result? Gillette lost customers and was accused of hypocrisy. A classic case of a brand not understanding itself and trying to claim a theme that doesn’t align with who they are.

On the other hand, you see brands like Ben & Jerry’s, which have always consistently demonstrated their social engagement. Whether it’s about climate action, human rights, or economic equality, Ben & Jerry’s has always stayed true to their theme. Why does it work for them? Because they don’t just follow a trend; they live their theme, it’s in their DNA. They’ve always stood for these causes, long before it was ‘cool’ to take a stand.

Does the theme need to fit the brand?
The short answer is: absolutely. But let’s dig a little deeper. A theme shouldn’t just "sound nice" or play into the trend of the moment; it must be deeply connected to the core values of your brand. Consumers today are discerning and can quickly tell if a brand genuinely stands for something or is merely hopping on the latest societal trend. If it doesn’t feel authentic, it can actually damage your brand.

Take Dove as an example. Dove’s iconic "Real Beauty" campaign was a direct reflection of their core values: self-acceptance, natural beauty, and inclusivity. The theme of real beauty wasn’t just a slogan but was woven into their products, advertisements, and business practices. They consciously chose a social issue that resonated with their target audience: women who often feel marginalized by unrealistic beauty standards. And what happened? Dove was seen as a sincere brand that meant what it said. This focus on real beauty not only made Dove stronger in a saturated market but also helped build an emotional connection with their customers. The success of this strategy is a classic example of how claiming a theme works when it is authentic and consistent.

On the other hand, you have Victoria’s Secret, a brand that for years thrived on a different beauty ideal: unattainable perfection. Their "Angels" campaigns featured supermodels with perfectly toned bodies and glamorous lingerie shows. While the world around them increasingly embraced diversity and inclusivity, Victoria’s Secret clung to this outdated beauty image. By the time they eventually tried to pivot towards inclusivity and diversity, it was too late. The brand had become too far removed from the desires of their target audience, and their attempts to change their image felt forced and uninspired. Sales declined, the famous fashion show was canceled, and Victoria’s Secret lost its status as a market leader.

The contrast between Dove and Victoria’s Secret shows that claiming a theme only works if it truly aligns with the brand’s identity. While Dove empowered its customers by choosing a theme that was both relevant and authentic, Victoria’s Secret struggled to remain credible when societal expectations shifted. It clearly demonstrates that a theme can’t just be a temporary marketing gimmick; it must be a genuine reflection of your brand values and support a long-term strategy.

Conclusion: Is it beneficial for your brand to claim a meaningful theme?
Let’s be honest: claiming a meaningful theme can work, but only if it’s authentic and fully aligns with your brand. Consumers aren’t foolish; they can see the difference between a brand that genuinely stands for something and a brand that opportunistically tries to ride the latest hype. The risk of incorrectly claiming a theme is significant. If done right, it can strengthen your brand and help build a deeper connection with your customers. If done wrong, you risk reputational damage and a loss of trust.

So, if you’re considering claiming a theme, be smart about it. Only do it if it’s part of your brand values, if you’re willing to put in the real effort, and if you can sustain it consistently. Otherwise, it’s better to steer clear and focus on making good products and delivering top-notch service. Because let’s face it, that’s still the main reason people buy from you in the first place.