Pooja Dindigal, Global Head of Impact at DEPT, shares insights into how agencies and brands can effectively blend social good with business strategy. From internal culture shifts to connecting with the values of Gen Z, she explains how to build brands that not only resonate with consumers but also lead with purpose.
As CSR marketing continues to grow in importance, how do you envision the evolving role of socially responsible branding in shaping consumer behavior and brand loyalty?
Marketing with sustainability and social impact in mind has fundamentally shifted from a 'nice-to-have' to a 'must-have’ – and is a cornerstone of consumer behavior and brand loyalty. Gen Z, in particular, demands transparency and action and in 2025, we’re seeing all types of consumers expect brands to lead with their values.
Brands that authentically integrate those social and environmental values into their core identity will foster deeper, more meaningful connections with their audience.
This isn't just about marketing; it's about building trust and demonstrating a genuine commitment to positive change. Brands that lead with purpose will cultivate enduring loyalty, as consumers increasingly align their purchasing decisions with their values.
What are some best practices for agencies to implement when building socially accountable brands from the inside out?
Building socially accountable brands starts internally. At DEPT®, our journey began with becoming a B Corp and achieving Climate Neutral Certification. Agencies can start this internal journey by following actions such as:
- Building a grassroots, conscientious and engaged internal culture: To be effective with impact and sustainability strategies, initiatives have to be both C-suite decisions, but perhaps more importantly, should have buy-in and engagement across your team. To make these initiatives come to life, they inevitably rely on people consistently making the thoughtful decisions that incorporate sustainability & inclusion into daily decision making.
- Being strategic in the initiatives you work on: Sustainability and social impact won’t feel authentic or deliver value to your business unless it's connected to your business strategy. This is why things like “tree planting” often feel hollow. Agencies have to think critically about how their core business can create a positive social impact and potentially how it creates a negative impact and address both accordingly. For example, at DEPT®, clients expect us to be at the forefront of connecting with audiences and to understand, advise, and execute on what their consumers are looking for. We’re best positioned to do that with a diverse and representative team with their finger on the pulse of global culture. Focusing on our Diversity, Equity & Inclusion goals and initiatives ensures that we can meet those client expectations.
- Being both transparent and accountable: AT DEPT®, we establish goals for each of our strategic sustainability and social impact pillars, track progress against those goals, and report on them via our annual Impact Reports. Third-party certifications, such as our B Corp Certification, also help to ensure that we’re “walking the talk” – following best practices and having them vetted by an independent third party.
In a market where younger consumers are increasingly skeptical of corporate motives, how can brands effectively balance the need for profitability with their social responsibility efforts in a way that doesn’t appear disingenuous to younger consumers?
Gen Z's skepticism is valid. Brands must move beyond performative actions. At DEPT®, we believe profitability and social responsibility are not mutually exclusive. It is not a question of compromises, but rather tradeoffs in the short term – almost always, a decision that incorporates sustainability and DEI principles will be better for the business in the long term.
Naturally, the best way to avoid being disingenuous is to be genuine and authentic – to actually do the work behind the marketing. Once you do that, you can build trustworthy messaging by:
- Communicate progress and challenges openly. These topics are not simple ones, and there’s no linear path to success. Your audience knows that too and will connect to an honest, nuanced yet imperfect message, rather than a disingenuous “perfect” one.
- Be transparent and specific. Avoid catch-all and unsubstantiated terms like “eco-friendly” and present a complete picture. Consumers can see through the fluff and resist the urge to oversimplify things.
- Involved consumers, employees, and communities in sustainability initiatives – interact with your stakeholders to both learn from them and bring them along on the journey with you. Partner with organizations in your community and don’t shy away from feedback.
Looking ahead, what do you see as the biggest opportunities for brands to strengthen their social responsibility efforts in a way that feels both authentic and impactful?
Integrating sustainability into core business strategies drives innovation, efficiency, and long-term value. There are lots of opportunities to use social responsibility efforts to actually bolster your business and set it up for the long term.
By aligning with consumer values and collaborating with like-minded partners, brands can create shared value, enhance brand loyalty, and differentiate themselves in competitive markets.
They also can set themselves up to be more resilient in rapidly changing economic, political and environmental landscapes – for example, if you’ve focused strategically in on Climate Chance, you’ll be able to understand not only how your business can reduce it’s emissions, but also how climate change may impact you – are your offices at risk for facing a climate disaster? Your supply chain?
