Have you heard about Goodvertising and why your company should embrace it? Mariann tells you everything you need to know in this week's Fox Tip!

The word "Goodvertising" was coined by advertising professional Thomas Kolster, and was created to name a movement built around the belief that doing good for people and the planet is also good for business.

In a world moving towards an ever more conscious consumer base, it is increasingly important that brands have clear goals for how they approach Goodvertising. Do you know how to use Goodvertising correctly?

The first thing you need to do is ask yourself this question: is there a need you can address for your target audience? Yes? – Fantastic!

It is important that the theme and area you choose is not "off brand". If it does not feel credible or clearly connected to your product or service, it can easily backfire.

Once you have found your cause, it is important to be honest. Do not claim to support something if you do not genuinely do so. If it comes to light, it will do more harm than good.

The next step is to make sure the cause is genuinely embedded within the organisation. There is no point in publicly supporting a campaign if employees inside the company feel entirely differently about it.

A good example is Pride month, where many companies change their logo to show support. Could they do more? Perhaps donate to organisations working for LGBTQ+ rights, or be one of the companies that actually marches in the parade? Follow through on your promises with actions!