We'll tell you a little secret: We love brands on purpose.
And we are not alone. With a similar price and quality, 91% of consumers are likely to switch to a brand that supports a good cause.
Whether it is about creating sustainable skin care or strengthening the LGBTQ + community – brands with a purpose can sell their products and support causes that are important to them.
This blog post introduces 9 mission-driven brands, how they are using Instagram to drive meaningful change, and what you can learn from them:
Why brands should support social causes on social media
It's no longer enough to just sell a product or service – 74% of consumers expect brands to take a stand on important issues.
However, it is a good sign to go beyond charitable giving and incorporate the purpose into your overall vision and mission for your brand.
And social media is a great way to share that mission with your community. Supporting a cause on social media will help humanize your brand and increase brand loyalty.
By aligning with the values of your target audience, they will become advocates of your company and recommend your products to family and friends.
Brands with purpose also see a boost internally – a 2018 study found that thriving employees are three times more likely to work for a company with a strong sense of purpose.
Employees and consumers alike will be inspired by your mission and will feel better about supporting a business that makes a difference than focusing solely on making money.
These 9 brands aren't just selling their products and using Instagram to drive meaningful change:
Brands With Purpose # 1: Brew Dr. Kombucha
Brew Dr. Kombucha is not your average kombucha company. As the first national kombucha company to become a Certified B Corporation, sustainability is at the heart of its activities.
Her Instagram feed is full of colorful backgrounds and fun shots of her drinks, as well as graphics that get the job done.
See this post on Instagram
As we continue to grow and scale our business, remaining an advocate of our earth, our country and our people will be at the center of our actions. Swipe through to see what we're up to. ⠀ ⠀ 🌱 We have increased our production by 7% year-on-year while reducing the company's total emissions by 9%! ⠀ 🌎 So far we have donated more than USD 200,000 for environmental protection. focused nonprofits through # 1 percent for the planet. To target the intersection between race and sustainability, we are now donating 1% of all Uplift product sales to organizations that focus on social justice. Find out more about intersectional environmental protection via the link in bio. ⠀ ⬆️ Due to the popularity of our cans, we were able to record an increase in aluminum consumption of 23%, which unfortunately means higher CO2 emissions. We are actively looking for a source of recycled aluminum to address this issue. In 2019 and 2020 we offset 316,431 pounds of CO2 which is the equivalent of 400,000 miles of driving! ⠀
Brew Dr. also frequently uses Later's Linkin.Bio feature to share their different flavors and sustainability efforts.
And instead of just driving traffic to a link, they can send visitors to various types of content.
The final result? Brew Dr. will come to connect his Instagram to a place where there are fun cocktail recipes and learn more about intersectional environmental protection. It's a win-win situation.
The Digital Brand Manager shares, "It's a unique and fun challenge to strike the balance between serious issues like sustainability and social justice, and always talk about our flavors."
Would you like to learn more about Brew Dr. and learn how to plan for social content? Read our latest case study on this mission-driven brand.
Brands with Purpose # 2: Hanahana Beauty
Hanahana Beauty is committed to empowering black women worldwide. As a skin care and wellness brand, their mission coincides with the artisanal manufacture of natural skin care products.
A look at the Instagram feed reveals a mix of lifestyle images, quotes and product shots. The Hanahana Beauty community is their greatest strength, from their cohesive aesthetic to subtitles about self-love and self-care.
In addition to posts on wellness, Hanahana Beauty also shares stories and updates on the Hanahana Circle of Care – an initiative created to provide direct support to the women they work with in Ghana.
Using Instagram to frequently remind audiences of the initiative is a great way to grow sales and increase brand loyalty – especially when 100% of the proceeds go directly to the Circle of Care on occasion.
When new followers come across their feed, they know exactly what Hanahana Beauty stands for, who they support, and that buying their skin care products is also helping women around the world.
Brands with Purpose # 3: Phenomenal
Are you looking for a lifestyle brand with a strong stance on social issues? Phenomenal is perfect for you.
The brand creates shareable content on Instagram such as graphics, quotes and screenshots of tweets that reflect their stance on issues such as mental health, healthcare, racism and homophobia.
By using simple templates for quotations and phrases, Phenomenal can increase engagement. People are more likely to comment, like, save, and share this type of content. It allows Phenomenal to reach more eyes and raise awareness of the causes that support them.
When presenting their products, Phenomenal uses longer subtitles to educate the audience and reinforce their stance.
Their products reflect their feed, and it should come as no surprise that phenomenal t-shirts feature statements that advocate for communities and the causes they support.
TIP: Create eye-catching graphics or doodles for your grid to get more exposure to your social posts. These super sharable posts can help increase your brand's reach and engagement.
Brands with a purpose # 4: Brightland
According to Aishwarya Iyer, founder of Brightland, "Brightland was born out of a desire for better, more honest food production – and a deep belief in the land and what it offers."
Brightland illustrates this on Instagram with captions and images that encourage their community to enjoy simple moments and nourish their bodies with locally sourced ingredients.
They also frequently use carousel posts to raise awareness of intersectional environmental protection and sustainability.
Carousel posts are a creative way to educate your audience and highlight causes that interest you.
See this post on Instagram
For every The Brightland Artist Capsule purchase this month, we'll donate 25% of the proceeds to @soulfirefarm, a BIPOC-centric community farm that works to end racism and injustice in our food system. @Leahpenniman is part of a global network of farmers working to improve the management of farmland by people of color and to restore Afro-indigenous people to agricultural practices and end food apartheid. Some of our most valued sustainable farming practices have roots in African wisdom. However, discrimination and violence against black farmers have caused it to drop from 14 percent of all producers in 1920 to less than 2 percent today, a corresponding loss of over 14 million acres of land. In addition, black communities suffer disproportionately from diseases caused by lack of access to fresh food and healthy natural ecosystems.
Another way Brightland uses carousel posts?
For sharing recipes for nutritious meals made with locally sourced ingredients.
By including their products in the recipes, they can sell their olive oils and vinegars in a subtle way while reinforcing their idea of “living in the golden state”, also known as enjoying the simple moments.
By sharing recipes frequently, they become a go-to place for healthy and simple dishes, while at the same time creating a community that cares about (and supports) sustainable issues.
TIP: Plan and plan your carousel posts with Later! Once it's on your content calendar, we'll send you a reminder when it's time to post.
Brands with Purpose # 5: Boy Smells
Boy Smells sells candles and intimate clothing and, according to its founders, wanted "products that are male and female at the same time in a simple and uncomplicated way and that are not openly gender-based."
Their mission is taken even further with financial support from organizations such as The Trevor Project. During the month of July Boy Smells donated 15% of the proceeds from their PRIDE collection to charities.
See this post on Instagram
EVERY DAY IS PROUD – As a queer company, BOY SMELLS is proud to support THE TREVOR PROJECT (@trevorproject), the world's largest organization for suicide prevention and crisis intervention for young people with lesbian, gay, bisexual, transgender, queer and questioning (LGBTQ + ) through a donation of 15% of the proceeds from the PRIDE Collection through July with a minimum donation of $ 26,500
If your audience can relate to or empathize with your mission, they will become advocates of the social cause you are passionate about and show their support with their wallets.
If you want to launch or republish a product, you can also use Boy Smells as a guide and drive traffic to your blog.
With her PRIDE collection, Boy Smells showed interviews and photo shoots of influential people in the LGBTQIA + community. They used Instagram as a teaser – which increased interest in long-form content and candles.
Want to learn more about marketing and content creation in a post binary world? Hear from Matthew Herman, Co-Founder of Boy Smells at LaterCon – a free virtual social media conference!
Brands with Purpose # 6: Nolaskinsentials
"My desire for clear skin and my love for our environment became a central theme in the development of Nolaskinsentials," says Jane Ormon, the company's founder.
As a vegan skin care company for millennials with biodegradable and recyclable packaging, Nolaskinsentials often shares funny boomerangs and behind-the-scenes photos on Instagram to back up their claims.
They go one step further and use Instagram Stories. Several employees – from the founder to the office manager – film videos in which frequently asked questions are answered and show the inventory, order and shipping process.
An insight into their daily operations humanizes their brand and connects them with their audience.
We can also see that the brand is mostly run by Millennials (their core audience) – a source of inspiration for those looking to start and grow a green business.
Brands with a purpose # 7: Youswim
Youswim has taken Instagram feeds by storm, with footage of women wearing their ethical swimsuits. Youswim was designed to realistically portray women and to accept their ever-changing bodies. He prides himself on not having sizes.
Instead, their swimsuits have a one-size-fits-all approach: "If you're typically US 2-14, this one will suit you." It is the sorority of the traveling pants for swimwear.
Youswim is committed to self-love and body positivity and relies heavily on User Generated Content (UGC) to sell its products and mission. Her Instagram feed is full of real customers wearing swimsuits on the beach or lounging at home.
UGC is a great marketing strategy for small businesses that may not have a huge budget to partner with influencers.
Instead, Youswim is able to leverage organic contributions, build a loyal community, and create a safe space for women to speak free of judgment and show their bodies.
Brands with Purpose # 8: Collective Arts Brewing
Since 2013, later user Collective Arts Brewing has published the work of over 2000 artists on their product labels. This way, they can sell their alcohol while using their platform to improve the work of artists around the world.
And the next stage of this mission? Increase diversity and support marginalized communities.
In 2020, brands have grown taking responsibility and sharing their plans to be more inclusive. Collective Arts Brewing's Amplify Voices initiative can help drive change:
Collective Arts Brewing also supports the creative community with its IGTV series "Open Studio". In each episode, an artist or musician takes the audience into their workspace or studio and shares how it is a source of inspiration.
Her Instagram feed is fun to follow. You can watch short episodes, meet artists in other corners of the world, and become a new fan – especially if they designed a label for Collective Arts Brewing.
The limited works of art on their beer cans and labels create exclusivity, increase brand loyalty and help drive traffic to their website.
Brands With A Purpose # 9: Cheekbone Beauty
Cheekbone Beauty is committed to building a more sustainable world while empowering indigenous communities.
And that when selling lipstick, lip gloss and eyebrow products.
Cheekbone Beauty uses authenticity and long captions to talk about key insights many small businesses come across, like product ideas or working with influencers:
Their transparency makes them relatable and strengthens their community. We feel like we want to grow with them and show support by buying their products.
Cheekbone Beauty's passion to create a space in the beauty industry where indigenous youth feel represented is also reflected in their content.
When her SUSTAIN collection was launched, her captions included brief lessons about indigenous culture. For example, the shadow named Aki is the word Anishinaabe or Ojibwe for land or earth.
See this post on Instagram
Say hello to Aki, the perfect blue-red that is part of our new Sustain Lipstick collection! This collection of sustainable lipsticks with biodegradable packaging, ingredients from sustainable sources and no additional packaging is our first step towards creating a climate-neutral beauty brand. Language is the foundation of a culture and for indigenous people, words hold knowledge. Our stories, songs and dances shared through the lips connect us to our story. For this reason we use indigenous languages in our new collection. Each shadow is named in one of the more than 7,000 indigenous languages after the earth, the land or the word on land or earth. We're happy to take a look at each language through each hue. Aki or AH KEE is the Anishinaabe or Ojibwe language word for land or earth. * This formulation is vegan, never tested on animals, and free of all odors and essential oils. * This tube uses 85% less plastic and is made of biodegradable paper. #cheekbonewarriors #cheekbonebeauty #sustainbycheekbone #sustainablebeauty #sustainableingredients #sustainablemakeup #lipstickmovement #EcoFriendly #lipstickoftheday
By using subtitles as a form of storytelling, Cheekbone Beauty can educate audiences, share the mission, and connect with the community.
Brands with a purpose can sell their products while supporting causes they are passionate about. They use Instagram as a tool to create awareness, connect, and drive meaningful change.
Who are some of your favorite mission-focused brands? Let us know – we love chatting with you on Later's Instagram account.
Save time by posting with Later's planning tools! Easily schedule your posts in advance, customize your captions, and customize your photos to suit any social network.
Monique is a content writer at Later and enjoys helping brands define their language and content strategy. She usually sips matcha or adds another book to her ever-growing TBR list. Say hello on Instagram – @mo_thom