Today’s top marketing executives know the importance of social responsibility. Corporate ethics and behavior inform public perception as shoppers increasingly seek out brands with values that align with their own.
Brands must demonstrate awareness of issues that affect their target audience — particularly women, who make up to 80 percent of spending decisions. But it takes more than a cute graphic or clever tweet to gain clout with consumers. Brands must also meaningfully contribute to the issues that resonate with them.
Several women-focused retail brands have partnered with Kiva to create purposeful marketing campaigns that show they’re serious about real social impact. By using Kiva’s platform to engage consumers and increase financial access, these companies differentiate themselves from competitors and build brand loyalty — all while generating genuine positive change for women around the world.
Change like helping women reach their financial goals, gain more confidence, and make better independent financial decisions. In fact, 90% of surveyed women who took loans from Kiva Lending Partners felt like they were more able to achieve their financial goals, 82% experienced a boost in self-confidence, and 90% reported improved quality of life.
A partnership with Kiva is an opportunity for brands to put their values into practice and truly impact the lives of women around the world.
The importance of social impact in retail
For those who still need convincing that social impact matters in achieving marketing goals, let’s look at the research.
A survey conducted by the Edelman Trust Barometer found that consumer behavior continues to trend towards positive corporate social responsibility, finding that 58% of people say brands should make it easier for them to see their values and positions on important issues when they are about to make a purchase.
According to data from Civic Science, this matters more to women than men, with 77% of women in U.S. saying they factor social consciousness and kindness into purchasing decisions, compared to 65% of men.
And Sprout Social found that 40 percent of consumers agree that the best way for brands to express their public stance on social media is to collaborate with a nonprofit devoted to that issue.
By engaging in social causes, brands can earn authentic affinity from consumers — and make a positive impact.
Increasing brand recognition and positivity
There’s no doubt consumers make choices based on their values. But with all of the different causes that need attention, it can be a challenge for chief marketing officers to dial in on what resonates with their customers. For brands that mostly serve women, focusing on social issues that close the gender gap is a straightforward way to engage a ready audience. 80% of Kiva’s microloans go to women, affirming the company’s commitment to gender equality and financial access. This has made Kiva a natural choice of partner for women-focused brands looking to make a real impact in this area.
Beauty brand IT Cosmetics puts women’s confidence and empowerment front and center in their marketing campaigns. But it’s much more than lip(stick) service: The company proves this commitment by directing revenue into helping women fund businesses and continue their education.
IT Cosmetics first partnered with Kiva to activate a corporate lending campaign in 2021. A year later, the company launched a second initiative — part of a ten-year partnership that aims to generate US$3.5 million in impact by 2030. They’ve already funded more than US$1.6 million in loans to almost 50,000 people across the globe to date. As borrowers repay their loans, the money is lent to new ones, multiplying the effect of the investment.
Those funds can be life-changing for people like Danielle, who used her Kiva loan to expand Prepped Place, her cleaning business in Texas. With the help of the community Kiva has cultivated over 20 years, Danielle was able to secure even more clients, creating more jobs for other women — jobs that pay well above the industry average. She left the corporate race to become her own boss, and ensured people working for her would be treated equitably. Hers is just one of over 4 million stories of women the Kiva community has supported.
IT Cosmetics’ campaign employed a slew of different channels to increase awareness of how — and who — these microloans help, spotlighting borrowers building small businesses, like Danielle. This kind of social impact marketing helps women-focused brands like IT Cosmetics build a reputation as a positive force in the industry and enhance appeal to consumers looking to support brands that help other women.
Differentiation in a competitive market
Women’s wellness is big business, and the market is projected to reach more than US$40 billion by 2027. When global retailer The Vitamin Shoppe introduced a new line of women’s supplements with the stated purpose “to encourage women to love themselves, so their best selves shine through,” its marketing executives knew it needed to stand out in a highly competitive market.
They decided to launch TrueYou by giving a gift with every purchase: A $25 credit for Kiva, allowing each new customer to invest in the success of entrepreneurs around the world. The partnership was promoted through social media channels and on product packaging as well through the Vitamin Shoppe and Kiva websites. Customers who purchased in-store received a printed QR code that took them to the lending platform, and online customers were sent a dedicated link to their Kiva credit.
The company pledged a total of US$100K for the TrueYou campaign, powering hundreds of loans to women from Cambodia to Kenya to California. By appealing to womens’ empathy for other women, this case study shows how a brand can stand out and let everyone’s best shine through.
Customer engagement and loyalty
One of the most powerful effects of social impact marketing is its ability to build customer engagement and loyalty. As brands build a community of customers who purchase their wares or services, they can also impart a sense of belonging to a larger mission. Connecting a cause to a particular product can create demand and buzz while showcasing actions that make an impact.
When iconic footwear brand UGG wanted to create a meaningful initiative to engage their customers for International Women’s Day, their marketing team came up with a novel idea: For each pair of Scrunchita sandals sold during Women’s History Month, UGG would pledge $20 towards funding loans that support gender equality.
That’s where the Kiva strategic partnership team came in. They set up a fund so that UGG could release $25K immediately, jumpstarting hundreds of loans to women. The brand already has strong customer engagement through its website and social media, and those channels served as an excellent way to promote the campaign, generate engagement and create allegiance among existing and new customers who appreciated the commitment to making a positive impact.
Once the loans began to be repaid, the funds were re-lent to new borrowers, facilitating the “Kiva effect” that has more than doubled the impact of UGG’s initial investment. So far, the fund has distributed more than US$90K to over 1700 borrowers and counting. UGG continues to celebrate the ongoing impact of the revolving fund that continues to produce engaging content as well as financial opportunities for women.
Leveraging social impact
For women-centered brands looking to push the boundaries of their marketing, finding genuine ways to make a difference can help meet those higher goals. Women consider the impact of their dollars — and they expect their favorite brands to do so, too.
A marketing strategy that includes a partnership with Kiva can drive brand awareness, boost customer loyalty, and help differentiate products from your competitors. Kiva's platform allows brands to tell powerful stories about the women they support, creating a narrative that resonates deeply with consumers.
Investing in women’s entrepreneurship and education shows customers that brands are serious in their commitment to social change. Ready to explore the social impact potential of your brand?
Find out more about partnering with Kiva here or fill in the form below to express your interest.
