More brands now talk about doing good. That is great, but it also means you need to look a bit closer. Here are five checks we use ourselves.
1. Is there a clear number?
"We support charities" tells you nothing. "10% of every profit goes to our social impact work" tells you something you can check. Look for a clear percentage or amount, and whether it applies to profit, revenue or just one product.
2. Can you see what it paid for?
Good brands show their work. Photos, numbers, names of partners. If a brand has been giving for a year and there is nothing to see, ask why.
3. Do they work with real organisations?
Look for named charities and projects. Are they local? Are they registered? A brand that works directly with a foodbank or school usually has a closer connection than one that donates to a general fund.
4. Do they show up themselves?
Writing a cheque is useful. Turning up is better. Brands that visit, volunteer and listen tend to learn more and give better.
5. Is the product good on its own?
A cause is not an excuse for poor quality. If you would not buy it without the charity link, think twice. Good giving should sit next to good product.
Red flags
- Vague wording with no numbers
- A cause that changes every month with no follow-up
- Posting about giving only around big holidays
- No way to ask questions or see reports
It is fine to ask
Message the brand. Ask how much they give, who to, and how often. A brand that does it properly will be glad to answer. If they avoid the question, you have your answer.
How we try to hold ourselves to it
- 10% of every profit goes to More Action
- We write up every mission with real figures
- We work with local charities and tell you who they are
- We show up in person
So far that has meant over 1,200 sanitary packs in Ghana, outreach in Birmingham, food in Telford, and 148.2 kg of food collected for Manchester Central Foodbank.
Check our record at More Action and decide for yourself.
MORE LUV.