By making ‘Social Value’ or ‘social Impact’ buzzwords are we creating another opportunity to accuse brands of “washing”..

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People putting their hands together to make a star

In today’s world, where brand image is as carefully cultivated as a celebrity’s, it’s no surprise that companies tread carefully when talking about their charitable or CSR or social impact campaigns. Brands, especially in the UK, are increasingly doing incredible work at the grassroots level—partnering with charities, supporting local communities, making an impact and genuinely driving positive change. But it’s work that often remains largely invisible, overshadowed by the fear of public backlash or cynicism around their motives. How did we get here? And why are we not celebrating these contributions more?

Part of the answer lies in our culture’s deepening skepticism toward brands, particularly big ones. The terms “greenwashing” and “charity washing” have put brands on edge, making any campaign that has a social purpose fraught with potential controversy. Consumers are more conscious than ever, armed with a discerning eye for spotting what might feel like insincere or inauthentic brand gestures. This scrutiny, while healthy in many ways, can also turn toxic, creating an environment where even the most well intentioned and impactful activity is met with suspicion. Brands are therefore left in a bind: speak out and risk being labeled as exploitative, or stay silent and let their contributions to society go unnoticed.

Ironically, this fear of backlash may end up silencing the very stories that could inspire others. Brands have been deterred from shining a light on initiatives that have real value—not to the company’s bottom line, but to the communities they support. And this isn’t just a missed opportunity for brands; it’s a missed opportunity for the next great charity or social enterprise rights holder. Imagine if more people knew about the creative, meaningful partnerships that are helping vulnerable groups and delivering great outcomes and change for those they’re supporting. The environmental causes they shine a light on or the work they are doing to change their own footprint and way of doing business, the educational initiatives and volunteering campaigns. These stories could inspire other companies, investors, and even individuals to take meaningful action, generating a ripple effect that reaches well beyond the brand’s logo.

When Karen and I first started working together, we came with a clear goal: we wanted to partner with people and causes we genuinely respected. Both of us had faced a tough few years, and we realised we wanted to focus on relationships that felt true to our values and commitments. This vision has driven us to collaborate on projects with real grassroots impact, building connections between brands and causes we are proud of. But one challenge has remained constant: the reluctance of brands to publicise their charitable work, and the missed opportunities for inspiring broader change.

Our work with Volunteer It Yourself (VIY) perfectly exemplifies this dilemma. VIY is a Social Enterprise that combines volunteering and  training, helping young people learn trade skills while renovating local community spaces. Through partnerships we have brokered with large brands like Barclays, NatWest, Persimmon Homes, Places for People, and others, VIY has been able to scale its impact—yet it’s unlikely that the public fully understands the scale of VIY, the truly phenomenal impact they are making and the brands involvement and funding that make it possible.

Similar efforts include introducing NatWest Rooster to the Bikeability Trust, a charity committed to getting young people more active and children learning to ride a bike safely, and setting up a culinary school with Electrolux and Linda McCartney Foods to teach young people essential cooking skills. These initiatives are my favorite campaigns because they are authentic, impactful, and aligned with genuine community needs, yet they rarely see the visibility they deserve.  Multiple news channels run feel good stories but so many are barely newsworthy – why isn’t there a focus on these fantastic initiatives

A significant number of brands have similar programs that go largely unnoticed. For instance, few people know that Nike has a Conservation Research Grants Program focused on funding biodiversity protection, or that Ben & Jerry’s has a Rainforest Crunch Campaign and Fair Trade Program supporting fair prices for farmers. IKEA, too, is working on major initiatives such as the Forest Positive Plan, aiming to plant 1 billion trees by 2030, alongside a Water Stewardship Program. These are not flashy initiatives designed for easy marketing—they are complex, carefully managed efforts with lasting impact. So, why are they often kept in the shadows?

Of course, there’s a difference between plastering a brand’s name on a charity banner for exposure and engaging in authentic, long-term support. But the difference isn’t always easy to spot. Public perception doesn’t have the benefit of seeing behind the scenes, which means that the first hint of brand messaging around charity work can feel self-serving. And so, many brands have chosen silence as the safer route.

What’s fascinating, however, is how we, as individuals, feel about giving and supporting causes. When we donate to a charity, we feel pride in supporting something good; we like knowing we’re helping make a difference. Shouldn’t we allow brands the same satisfaction and ability to share that pride? For many companies, supporting causes goes beyond publicity or corporate social responsibility—it’s something woven into their identity. It’s work that aligns with their values and purpose, not a mere marketing play. In fact, for smaller, purpose-driven brands, sharing these efforts may even be a matter of survival, as they seek to attract like-minded consumers, employees and partners who believe in their mission.

Let’s take a moment to imagine a cultural shift. Instead of questioning every corporate charitable move, what if we leaned into curiosity? What if we encouraged transparency and let brands speak openly about their partnerships, without immediately assuming a hidden agenda? When we hear about a company supporting a charity, perhaps our first response should be to ask, “How are they making a difference?” rather than “What’s in it for them?”

We shouldn’t let our skepticism drown out the stories that matter. In the same way that elite sports, glitsy events, and celebrity partnerships draw our attention, there’s room for a quieter, more profound celebration of the good work brands are doing at the grassroots level. These efforts may not have the flashiness of a celebrity endorsement, but they have real impact,(often the only way a charity does get any coverage is to drag in a celebrity to plant a tree and have photos which may be part of the issue but its them trying to get noticed) and that’s something worth recognising. Yes, there will always be a delicate balance between authentic advocacy and performative gestures. But without giving brands the chance to talk about what they’re doing, we risk leaving them to labor in obscurity, effectively punishing them for even trying.

Perhaps the real question we should be asking is this: how can we foster an environment where brands feel encouraged—not scared—to openly share their charitable work, as long as it’s genuine? There is a lot of good being done by brands that want to make a difference. Let’s give them the space to share their stories and, more importantly, to inspire others. After all, the goal should be to create a world where doing good is not only commendable but celebrated.