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FuturistU > Marketing > Marketing in Times of Chaos > Module 4 / 4

Marketing in Times of Chaos: Corporate Social Responsibility

Instructor: Gil Haddi
Corporate Social Responsibility
Download the Corporate Social Responsibility Trend Report
In the final module for this course, we tackle the most powerful approach brands have at their disposal: building purpose for your brand. By looking at best-in-class case studies within Corporate Social Responsibility, you'll be inspired to understand how to carefully approach cause marketing, become part of the conversation and stay relevant in the mind of modern consumers.

By the end of our Marketing in Times of Chaos course, you will have a deeper understanding of where to take your brand messaging, how to make powerful statements that resonate with consumers and how to keep your marketing efforts relevant and top-of-mind.
Related Trend Report: Corporate Social Responsibility
Workshop Questions:
1. How can you be more transparent with your consumers?
2. How can you be more proactive about your brand's mission statement?
Get Better and Faster

Featured Insights

Systemic CSR
Consumers call for ever-more authentic forms of corporate social responsibility
Trend - 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).
Workshop Question - How can your corporate social responsibility initiative go even further beyond marketing?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Inclusive Health
Healthcare initiatives are targeted towards Black women
Trend - The United States, the healthcare system tends to be discriminatory--particularly towards Black Americans and more specifically, Black women. Some brands are aiming to mitigate these issues with platforms, tools and funding that help promote inclusion in the healthcare industry.
Workshop Question - How is your brand prioritizing effective inclusion and accessibility for underserved consumers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Parenting
Parenting platforms are prioritizing maternal and infant health and wellness
Trend - For some consumers, parenting challenges are amplified due to systemic issues like racial inequality in the healthcare system, high costs, and mental and physical health challenges post-pregnancy. Now, platforms are popping up that aim to address these issues, and make parental and infant care more accessible to all.
Workshop Question - How could your brand better prioritize accessibility in its product/service?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Diverse Content
Media and communications companes accept and promote consumers' creative content
Trend - Media and communications companies are increasingly prioritizing diversity straight from consumers' creations--accepting and promoting crowdsourced submissions that include, art, stories, and videos made by diverse demographics.
Workshop Question - How could your brand better adapt to the push for inclusion?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
DEI Revamped
Employer inclusivity strategies must reach higher standards post-pandemic
Trend - As consumers continue re-prioritizing their lives post-pandemic, they crave a more clear sense of purpose in their work. One way to achieve this in the workplace is by offering a more comprehensive DEI strategy. Diversity, equity, and inclusion have become all the more important to consumers seeking ways to make the world a better place on a daily basis.
Workshop Question - What is your current DEI strategy, and how can it improve?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Marketed Wanderlust
Brands launch traveling campaigns to attract consumers as lockdowns lift
Trend - As COVID-19 restrictions begin to loosen worldwide, brands are enticing consumers to start traveling again through new campaigns. These marketing schemes emphasize adventure after many experienced over a year of restlessness.
Workshop Question - How can your brand offer services/products that meet consumers' desire for new experiences?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Unbiased Hair
Brands are supporting groups that are fighting against Black hair discrimination
Trend - Brands are supporting local Black-led organizations that are fighting against Afro hair discrimination that exists in workplaces and schools. This includes funding, workshops, and support to help put policies in place to end this form of racial discrimination.
Workshop Question - How can your brand help address forms of racial discrimination both internally and systemically?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Artist-in-Residency
Brands and retailers are launching artist-in-residency programs
Trend - Companies are increasing the legitimacy of their collaboration with artists by creating specialized artist-in-residence programs. In doing so, brands are capable of framing a new partnership in a more official and elegant manner that emphasizes the opportunity for the creative professional.
Workshop Question - How can your brand support an independent professional?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Creative
Gen Z consumers aim to develop skills outside of the traditional school system
Trend - Today's Gen Z consumers are increasingly turning to platforms, services and spaces that expand their worldviews and skills, but without the constraints of traditional schooling. Everything from photography programs to financial literacy courses allow them to better hone skills that they aren't often exposed to in the education system.
Workshop Question - How could your brand appeal to Gen Z's sense of creativity and personal expression?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Accountability
Some brands take responsibility for their own inaction on issues of justice
Trend - Consumer pressure has made brands and institutions more aware that their past unwillingness to address the inequality that they help perpetuate, both internally and in society at large, is no longer an option. Some brands are aiming to change by taking significant financial and/or representation-based measures that aim for the equal treatment and success of visible minorities and women.
Workshop Question - How is your brand making internal changes that reflect the push for real, systemic change?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Clean Cosmetic
Black and POC-owned cosmetic brands accommodate clean and vegan preferences
Trend - The steady growth of cosmetic brands owned by Black and people of color has resulted in a more diverse and inclusive market. Many of these brands are also opting for natural, vegan or clean formulations that give consumers peace of mind when it comes to what they put on their skin.
Workshop Question - How is your brand prioritizing inclusive, "free-from" products?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends