New Expectations for Social Impact

  1. Promoting cultural awareness: To promote a multicultural community, one streetwear startup brand called SLF, is creating clothing that represents all identities regardless of geographic location or socioeconomic status. Founded in Canada by two Nigerians, Folarin and Tomiwa aim to create a multicultural space through its streetwear, accessories, sportswear pieces and by collaborating through every medium.
  • Social Impact: Initiatives need to go beyond sustainability — having a real impact means dimensionalizing the brand’s values / mission / purpose and connecting with consumers’ values.
  • Disruption: Social impact initiatives should help consumers think about the brand from a new perspective — challenging their expectations and making them rethink what the brand stands for.
  • Innovation: Consumers want the brands they choose to reflect their own unique & personal values. Connecting how the brand’s social impact aligns with consumer values will create a sense of FOMO (fear of missing out) with that targeted consumer group.
  • Polarization: Rather than 1 social impact initiative that appeals to all of your consumers, social impact initiatives can be tailored to appeal to and engage more niche consumer groups.
  • Sticky: Storytelling is the most important element of social impact — consumers want the social capital that goes along with repping a brand they see is making a difference in the lives of others they identify with.

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