Giving Compass' Take:

• GlobalGiving discusses seven brands that care about making a social impact and the ways in which they are implementing change and supporting sustainable outcomes. 

• Who is making sure that these brands are accountable for achieving their goals and following through?

• Read about the five traits of truly ethical and sustainable brands. 

We see more and more brands taking stands because consumers demand authenticity. We’re surrounded by so much marketing that people—particularly younger ones—will tune out any voice that doesn’t strike them as honest and direct.

Here are brands taking stands by supporting principled and smart social causes:

1. IBM supports Dreamers.
IBM is taking a stand by highlighting employees who are “Dreamers”—they came to the United States as children, and are contributing to society in many ways, including working at one of the world’s leading technology companies.

2. Mars commits to sustainability.
Candy-maker Mars is taking a stand by refusing to go along with President Trump’s withdrawal from the Paris climate agreement. The company is launching a $1 billion sustainability plan, with M&Ms candies championing renewable energy.

3. Dow champions equity.
Dow’s CEO Andrew Liveris is taking a stand by being among the most committed and vocal leaders on LGBT protections.

4. JetBlue commits to local recovery.
JetBlue, which last year took “a swipe at Congress” by encouraging customers to “reach across the aisle,” just made an ambitious commitment to the Puerto Rican hurricane relief effort.

5. Chobani invests in refugees.
The CEO of Chobani, Hamdi Ulukaya, is taking a stand by hiring refugees from dozens of countries.

6. Cummins still marches for justice.
Cummins’ vendors and suppliers sign an anti-bullying promise and commit to an inclusive workplace.

7. Merck rejects hatred.
Merck CEO Kenneth Frazier is taking a stand by resigning from President Trump’s Manufacturing Jobs Initiative.

Read the full article about social impact brands by Ingrid Embree at GlobalGiving