Between the ongoing pandemic, global shipping delays due to a sideways ship in the Suez Canal, and Jeff Bezos’s space joyride (plus William Shatner’s), 2021 was an interesting year to say the least. Perhaps it’s because we only have up to go from here, we have high hopes for 2022. So, let’s dust ourselves off and get ready for an exciting year ahead.
While it’s not necessary – and, nowadays, nearly impossible – to keep up with every bit of news and trend, it’s a good idea for purpose-driven organizations to keep up with what’s what in the world of marketing to make sure they can get their positive message out there and encourage consumers to make the more conscious choice.
To save you from post-2021 information overload, we’ve compiled some upcoming 2022 marketing trends for socially and environmentally conscious brands.
Collaborating with a Micro-Influencer
While it may seem like we’re moving away from highly-edited brunch photos and 18-step skincare routine videos, influencer marketing is here to stay. In fact, influencer marketing was valued at a record $13.8 billion USD in 2021.
However, don’t expect the perfectly-curated bloggers of yesteryear to dominate your feed – the content, value, and voices of influencer marketing is evolving, and so are the opportunities for your purpose-driven organization.
Micro-influencers, those with between 10,000 and 50,000 followers on social media, are capturing consumers’ attention and trust (92% of customers trust a micro-influencer more than a traditional ad or an endorsement from celebs), and they’re offering organizations value through their niches and/or areas of expertise.
Aligning with micro-influencers (or bigger, value-aligned influencers) can add to your credibility, help build a like-minded audience, and push out a desired message, which can all be especially useful for purpose-driven organizations to amplify their good work.
For example, shoe company TOMS partnered with trans activist Schuyler Bailar and grassroots organization Brave Trails to support LGBTQ+ youth.
Measuring Social Responsibility
As climate change and social movements like Black Lives Matter and #MeToo continue to dominate our collective attention, consumers are increasingly relying on brands to prioritize social responsibility in their business practices.
According to the EY Future Consumer Index Survey, “69% of Canadian consumers expect companies to solve sustainability issues.” No longer is social responsibility a “nice to have” for companies – it’s a major focus.
For purpose-driven organizations, you’re already one step ahead on the social and environmental responsibility front, so you’re in a good position to take it one step further.
First, you can focus on measuring the tangible impact of your good works and visualizing how each separate initiative contributes to your organization’s overall business goals and mission via SMART goals for cause marketing. You can also strategically harness the power of social media to further your positive efforts.
Optimizing for Mobile Experiences
Another trend to look out for in 2022 is mobile. It’s a good idea to ensure your organization’s website is mobile friendly. Why is this so important? More than half of annual online website traffic comes from mobile devices, excluding tablets, according to Statista.
And not just traffic; consumers are also shopping via mobile more than ever – especially younger consumers. According to the Global Web Index, over 40% of Gen Z pay for purchases using their mobile phone.
It’s important to consider the customer experience of your mobile website to ensure they stick around and perform your desired action, whether it’s making a purchase of your sustainable products, signing a petition, or donating to your worthy cause.
Ramping up Content Marketing
You may already know that “content is king.” And content marketing isn’t going anywhere anytime soon. Not only is content a way to engage with and grow your audience, it helps legitimize your organization and offerings.
According to HubSpot, 47% of buyers view three to five pieces of content before engaging with a sales representative.
Going into 2022, video is the most commonly used form of content marketing, overtaking blogs and infographics. In terms of permanent (i.e. Instagram feed posts) versus temporary posts (i.e. Instagram Stories), it’s expected that permanent posts are once again a growing focus for many businesses.
Content also serves another very important purpose for your organization: helping search engine rankings. Search engine optimization (SEO) “is a set of practices designed to improve the appearance and positioning of web pages in organic search results,” according to Moz. As search algorithms become more sophisticated, the trend is to avoid “gaming the system” and instead, build relevant, value-added content that aligns with searchers’ intent.
For purpose-driven organizations, it can be difficult to navigate the ever-changing world of SEO as part of your content strategy, especially if you rank high for a specific keyword but are finding there’s not a lot of traffic for that keyword.
In order to overcome this challenge, it’s important to do insightful keyword research to determine what relevant audiences are looking at, and then build valuable, engaging content around that keyword to ensure your content, and therefore, your website, is seen.
Let Sparx Help You Reach Your Cause Marketing Goals
You’re making the world better and we want to help you do it.
If you’re looking to get your world-changing message out there, the experts at Sparx Publishing Group are always available to chat. We help purpose driven organizations secure their website, create great content, build experiences to delight their customers, and help grow their business. You can reach us here.