Your CSR activities are boring.
CSR is when brands contribute to the greater good of society — even though they technically don’t have to do it.
Typical examples could be:
Planting rainforest in the Amazon.
Drilling for fresh water in Africa.
Donating funds to disaster relief.
All good causes, for sure.
But, as PR professionals, we know this too well: getting public recognition for CSR activities is challenging.
Where’s all that sweet goodwill?
When 1,000 People Agree With You
As a company serving the greater good through various CSR activities, in theory, you should be reaping at least some business rewards for doing good.
A global brand could allocate millions of dollars for good causes without earning so much as a headline.
But publicity is one thing. What about goodwill?
Most people find CSR activities to be both important and noble. Commendable, even.
But interesting? Not so much.
Imagine going out on a busy street to ask 1,000 by-passers what they think about saving the rainforest. It’s not unthinkable that you would collect 1,000 “yes, that’s important” answers.
In short: People favour your CSR endeavour, which makes it uninteresting from a media perspective.
It’s counterintuitive, but people engage less with majority positions.
Enter: The Conversion Theory
In scientific literature, less engagement for majority positions is known as the Conversion Theory.
The social psychologist Serge Moscovici found that we become more engaged if we belong to a misrepresented minority.
If 99,9% of your peers think that the rainforest is worth saving and you agree, you don’t feel you belong to a wronged minority and are less likely to engage.
But most CSR issues tend to be backed by “moral” majorities.
Planting rainforest in the Amazon.
Drilling for fresh water in Africa.
Donating funds to disaster relief.
Sorry. People engage with less intensity in majority positions.
Regarding the PR effect, the conversion theory is why CSR activities work best when a brand finds an intelligent minority to liaise with — against a stupid majority.
The Conversion Theory: The Misrepresented Minority
The disproportional power of minorities is known as the conversion theory. 1Conversion theory of minority influence. (2021, February 12). In Wikipedia. https://en.wikipedia.org/wiki/Conversion_theory_of_minority_influence
How does it work?
The social cost of holding a different view than the majority is high. This increased cost explains why minorities often hold their opinions more firmly. It takes determination to go against the norm. 2Moscovici, S. (1980). Toward a theory of conversion behaviour. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 13, 209 – 239. New York: Academic Press.
In contrast, many majority members don’t hold their opinions so firmly. They might belong to the majority for no other reason than that everyone else seems to be. 3Chryssochoou, X. and Volpato, C. (2004). Social Influence and the Power of Minorities: An Analysis of the Communist Manifesto, Social Justice Research, 17, 4, 357 – 388.
“In groups, the minority can have a disproportionate effect, converting many ‘majority’ members to their own cause. This is because many majority group members are not strong believers in its cause. They may be simply going along because it seems easier or that there is no real alternative. They may also have become disillusioned with the group purpose, process, or leadership and are seeking a viable alternative.”
Source: Changingminds.org 4Conversion Theory. (2023). Changingminds.org. https://changingminds.org/explanations/theories/conversion_theory.htm
According to conversion theory, while majorities often claim normative social influence, minorities strive for ethical high ground.
Given the power of normative social influence, minorities must stick together in tight-knit groups that can verbalise the same message repeatedly.
Learn more: Conversion Theory: The Disproportionate Influence of Minorities
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How To Make Your CSR Less Boring
Brands are generally perceived as both powerful and wealthy.
To be accepted as the underdog, the brand must be vulnerable to deserve public acknowledgement.
1. There must be a clearly defined enemy; the more potent the enemy, the more interesting the story.
If you want people to side with your brand actively, they need to know who and what you’re up against — and that the brand is putting itself at risk by taking this position.
From a PR perspective, companies cutting down rainforests are weak. And taking a stand on behalf of the rainforest is risk-free for the brand.
Is there a clearly defined enemy backed by a stupid majority?
Does a smart minority back you in taking down this enemy?
2. There must be obstacles and stakes to keep the brand accountable, and the audience engaged.
CSR, too, obeys the fundamental laws of storytelling; you need a strong enemy and must also accept a hero’s journey.
You can’t expect people to trust or respect you if you don’t harm your brand for what it believes in.
There must be something “at risk,” something tangible for the brand’s bottom line. The brand must make enemies.
What’s at stake for your company?
In what way is the outcome for your business uncertain?
Please support my blog by sharing it with other PR- and communication professionals. For questions or PR support, contact me via jerry@spinfactory.com.
PR Resource: The Stupid Majority
PR Strategy: The Stupid Majority
From what conversion theory tells us, minorities tend to hold their opinions more firmly. This is reasonable since going against the majority comes at a higher social cost. 5Silfwer, J. (2017, June 13). Conversion Theory — Disproportionate Minority Influence. Doctor Spin | The PR Blog. https://doctorspin.net/conversion-theory/
But some minorities have an additional advantage:
Smart Minority = a minority of today that will grow into a new majority of tomorrow.
In contrast, some majorities have an additional disadvantage:
Stupid Majority = a majority of today that will steadily decline into a minority of tomorrow.
Examples of Stupid Majorities
Stupid Majorities are to be found everywhere:
“Riding a skateboard isn’t a real sport!”
(Stupid Majority vs Red Bull)
“Computing is about bits and bytes, not design!”
(Stupid Majority vs Apple)
“Websites and apps can’t produce movies and television shows!”
(Stupid Majority vs Netflix)
“Electric cars can’t compete with gas cars!”
(Stupid Majority vs Tesla Motors)
“Hotels must have hotel rooms!”
(Stupid Majority vs AirBnB)
“Taxi companies must have taxis!”
(Stupid Majority vs Uber)
“Media companies must produce media!”
(Stupid Majority vs Facebook)
Identifying a Stupid Majority (and siding with a Smart Minority) will clarify your core message and attract highly engaged minority supporters.
Since time’s by your side (the Stupid Majority will be gone no matter what), targeting a Stupid Majority might become your career’s most influential PR strategy.
Read also: The Stupid Majority PR Strategy: How Underdogs Dominate
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ANNOTATIONS
| 1 | Conversion theory of minority influence. (2021, February 12). In Wikipedia. https://en.wikipedia.org/wiki/Conversion_theory_of_minority_influence |
|---|---|
| 2 | Moscovici, S. (1980). Toward a theory of conversion behaviour. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 13, 209 – 239. New York: Academic Press. |
| 3 | Chryssochoou, X. and Volpato, C. (2004). Social Influence and the Power of Minorities: An Analysis of the Communist Manifesto, Social Justice Research, 17, 4, 357 – 388. |
| 4 | Conversion Theory. (2023). Changingminds.org. https://changingminds.org/explanations/theories/conversion_theory.htm |
| 5 | Silfwer, J. (2017, June 13). Conversion Theory — Disproportionate Minority Influence. Doctor Spin | The PR Blog. https://doctorspin.net/conversion-theory/ |
