2023 Insights Report on Corporate Social Advocacy

Eliciting Emotion in CSA Messages

Consumer reactions to advocacy can be visceral and swift, both for and against a cause. What role do specific, self-transcendent emotions play in these strong reactions?

Takeaways

• Companies are prioritizing social relevancy and timeliness of issues above fit with their business focus.
• Issues that cover social-related topics, such as race/social justice, may be best served by including language demonstrating hope or appreciation for excellence.
• More politically-related topics, such as voting rights or health statements, may find more benefit in expressing thankfulness and gratitude.

Audience-Centered Advocacy

How do audience expectations affect reactions to advocacy and assessments of authenticity?

Takeaways

• Not all issues are equal: Standing up for some issues (e.g. social justice) may evoke more politicized controversy than other topics (e.g. climate change)
• Expectations drive reactions to advocacy: When audiences believe that companies should advocate on justice issues and that companies are likely to act, CSA is viewed favorably. For lower-profile issues, only expectations about the likelihood of CSA occurring affect audience responses.
• Authenticity takes effort: For CSA to be seen as authentic and beneficial, companies must be sincere and consistent with engagement, while showing a willingness to take risks.

Talking the Talk vs Walking the Walk

Corporate Social Advocacy can be statements or actions supporting one side of an issue. Should companies prioritize statements or actions in CSA?

Takeaways

• CSA must be seen as values-driven in order to garner positive responses among the public.
• This values-driven attribution can impact attitudes and behaviors, such as perceptions of a company, positive word-of-mouth, and purchasing.
• Company actions that communicate a substantive commitment to CSA include company-focused changes to products (Study 1) and broader societally-focused actions like policy advocacy (Study 2).

Politicized Responses to CSA

CSA initiatives are often politically divisive. They tend to attract some stakeholder groups while alienating others. How does alignment between an individual’s political views and a company’s politicized stance influence attitudes toward a company?

Takeaways

• CSA is inherently political. By taking explicit stances, companies make the political aspect of their corporate identities salient, and the congruence between companies’ and publics’ identities becomes the basis for stakeholders’ reactions.
• The stronger an individuals’ ideological identity, the stronger the support (or opposition). Companies should balance positive returns via support from significant stakeholder groups and potential risks of alienating certain stakeholder groups.

Reaching Supporters & Opponents of CSA

CSA is divisive by nature. How can companies maximize support among those on both sides of an issue when taking a stand?

Takeaways

• Shifting focus to victims impacted by a problem can make opponents of a stance more receptive to CSA efforts and less likely to boycott or speak poorly of a company.
• On the other hand, focusing on stakeholders’ identity as advocates and using familiar arguments can further rally them to support a company and its CSA.

Proving a Commitment to Advocacy Through Leadership & Action

How can different kinds of advocacy and CEO actions work together to support positive responses to CSA?

Takeaways

• Get Aligned: It is crucial for brand leaders to demonstrate values consistent with their company’s CSA through their own actions.
• Authentic CSA Wins the Day: Consumers use CSA to judge a company's authenticity. Authentic communication is crucial for brand success.
• Less Talk, More Action: Consumers want brands to take explicit action. Raising awareness about an issue is not enough.
• Know Your Audience: People who are highly involved in an issue may be more receptive to an array of advocacy strategies.

CSA from the Perspective of PR Pros

How do organizations make advocacy decisions? How do practitioners balance the perspectives of various constituents?

Takeaways

• Be mindful of internal publics. By communicating views on issues that matter to employees and their communities, organizations can strengthen relationships with employees.
• Define guidelines for advocacy. The lack of precise guidelines for CSA at the organizational level hinders professionals’ ability to make consistent decisions. Creating a framework of when and how they speak about specific issues can help.
• Weigh potential backlash against stakeholder priorities. The fear of getting in trouble creates tension in organizations. Communications professionals can reduce reputational risks by ensuring clarity, transparency, and authenticity in CSA.

Special Insight: Authentic Advocacy

Quantitative and qualitative studies were conducted to better define, measure, and assess the impacts of authenticity in CSA.

Takeaways

• It’s Complicated: Stakeholders have a complex understanding of authenticity that covers views on truthfulness, impact, persistence, and congruence.
• Be Comprehensive: Strategize around and measure all four dimensions of authenticity to understand stakeholder views, build trust, and avoid backlash.
• Authenticity above all: In organization-stakeholder relationships, enhancing authenticity may be more important than simply avoiding hypocrisy or offering transparency in CSA.