Communication – Brand’s vehicle to change the world

Violeta Zapata

We all know the fundamental role played by the so-called “fourth power” in the work of informing, educating and raising awareness about the population. The media are powerful agents of change that impact the way we understand reality, patterns of behavior, decision making and people’s awareness… and therefore, in a global way, the way societies perceive the world.

During the last decades, this role of information, awareness, visibility and awareness has been extended transversally to other actors who have raised their voices through communication and marketing strategies to generate beneficial changes in the community.


The merely commercial use of marketing and communication by companies is a long way off. For decades we have seen how organizations carry out strategies that aim to drive positive change in the face of social problems, positioning themselves with products, campaigns or actions based on values that add value to the reputation of brands. But today, organizations not only assume certain values in the philosophy of its exercise, but also stand as loudspeakers of social problems and as advocates of movements committed to different social, ecological, economic … All this commitment finds meaning in the idea widespread among organizations that the business fabric should return to society part of what society has given to business. Part of this communicative trend is driven by the paradigm shift among consumers. Consumers have moved away from the old patterns of consumption and pay more attention every day to the impact produced by their decisions when declining more for one brand or another, taking into account the affinity in terms of ideology or the social and environmental commitment of the brand.

[bctt tweet=”In short, in the current paradigm of consumption, functional aspects are taking second place in favour of reputational aspects of brands as an engine for consumer decision making.” username=””]



Although many people think that this type of communicative tactics as well as social commitment on the part of the companies, has been developed in the last years, we have been talking for more than 20 years about green marketing and sustainable communication; and about social marketing almost 40 years. Perhaps what is new and accurate is that audiences now have access to much more information and data from companies, and that is why companies must carry out strategies linked to social commitments that can then be reaffirmed with their daily activity.

A study presented by Accenture in 2018 shows that consumers are paying special attention to the social and environmental commitments with which brands are linked. According to the study, for 50% of respondents, an aspect that causes them to decline for one brand or another refers to the positioning of these on social and cultural issues that consumers believe in. In addition, the same percentage say that it is important in the decision to have with the brand common causes of whatever nature (social, charitable, environmental…)

From Augure, we would like to share with you some outstanding examples of sustainable communication, as well as communication campaigns committed to social causes (social marketing) or actions known as green marketing. But first, let’s define each of these concepts:

  • Sustainable Communication: Sustainable Communication is that whose main objective is to accompany, facilitate and promote Sustainable Human Development. “Manifesto for sustainable communication”, Pablo Benavidez.
  • Social Marketing: Social Marketing consists of the application of the principles of marketing and its methodologies and techniques, to influence a particular audience for their benefit and that of society as a whole. “Social Marketing”, Loren Altagracia Marcos Rodríguez.
  • Green Marketing: “the marketing of products that are safe for the environment”.  American Marketing Association



Estrella Damm’s new campaign in Spain for this summer season has left no one indifferent. This summer campaign of the brewery wanted to show a turn in the narrative line that the company has been developing under the umbrella of the concept “Mediterranean” for ten years now.

The spot is an original idea of the creative director, Oriol Villar, and has been carried out by Nacho Gayán.  The great novelty, this time, is the intentionality of the spot and the appeal to an awareness by all to take care of the sea, and to address the environmental impact of our consumption behaviors. The campaign is made up of three acts that will be progressively launched. In the absence of the launch of the last act, we can already affirm the resounding success of this campaign, which stands out both for the staging and the plot, the music … and of course, the ultimate goal of awareness and motivation to change, by all, to protect the sea from the environmental impact of human beings. Love, friends, sunsets and lively parties have given way to a proposal that proposes a reflection on that “there must be another way of living”.




Within the different communication strategies tinged with commitment to the environment, there is what is known as green marketing. This example of the company Lego is a great example of this type of strategy that aims to create a positive awareness around a brand’s products or services. Therefore, this category includes any campaign or action by a company that represents a benefit for the environment in their business processes, such as changing the use of materials that impact on the environment for ecological materials.

Following this line, Lego has launched a line of ecological toys made from sugar cane. In this way, the toy brand wants to bet on a reduction in the use of plastics.



Bullying, as well as cyberbullying, is a social problem that is gaining more and more visibility and that has many social, political and business actors seeking strategies to contain this type of behavior, mainly among minors. Controlling this type of situation with the expansion of social networks and the different devices to which a minor has access has become an arduous task.

Many technological companies have wanted to contribute their grain of sand to the fight against this social problem and a clear example is the campaign launched by Movistar under the name “Perspectives”. This is a novel proposal, because it is based on an interactive video format that allows changing the point of view of the story told, each time we turn the phone. One of the campaign’s spots, called “Choose to Take Care of Yourself”, created by Wunderman BA, was selected as one of the 100 best spots in the world in 2018 by Source Creative.



In line with the previous example, the consumer goods brand, P&G, launched last year a spot with the aim of positioning itself against the racism faced by black people in the United States. The spot, titled “The look” has been created together with Saturday Morning, a collective of advertising experts who carry out campaigns against social injustices.


There are hundreds of examples of these types of campaigns committed to moving us towards a better world. Come on and share your favorite example with us!

Marketing and Communication Manager Violeta Zapata

The plurality of roles she has carried out, since the beginning of her professional career, give her a global and complete vision of the sector. She began his career in radio, writing, editing and broadcasting news. Later, she joined as an account executive in different agencies, where she carried out the planning and execution of communication and public relations strategies. In recent years, she has completed her training with specialized courses in Social Media and Digital Marketing that allow her to complete her work profile offline and online.

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