Brands’ Charitable efforts can be the tree in the forest from a pr perspective

One of the first TikTok’s that got reshared at the dawn of the recent Tarte trip was a PR expert suggesting Tarte do a charitable giving campaign instead of influencer trips, as this would be a better way to win over Gen Z.

Here’s what’s interesting: Tarte does a ton of philanthropy. In circles where Tarte’s philanthropic efforts are know, they’re known to buy out teacher lists to support teachers in school, support charities helping victims of domestic violence, and as I mentioned in my first video, give back to the environment as well.

But the issue is what I wrote “in circles where Tart’s philanthropic efforts are known.”

People are saying the brand is out of touch because they don’t know Tarte is charitable. Which brings us back to “If a tree falls in the forest and no one is around to hear it, does it make a sound.”

The answer for a brand without sufficient PR around its charitable efforts is yes and no. Yes, in that the brand is making a tangible impact in the lives of those they serve through their giving (and, some brands like to help without publicity because it feels more authentic). But the answer is no if we’re talking about public and brand image.

If you want to be known for your charitable efforts, you have to make them known.

The brands who are best at this bake giving into the core DNA of their brand and the messaging. You know Tom’s shoes donates a pair of shoes for every pair bought. But that’s not all: They have an entire impact page of their site that’s easy to find from the homepage and breaks out how they put 1/3 of their profits to social good. Lauren Bush Lauren’s FEED bags print the number of meals you’re donating to the World Food Program with your purchase on the bags themselves. Right beneath their homepage tagline is: 126,633,395school meals given to date (and counting).

By contrast, Tarte gives back is hidden in their bottom menu, so you have to look for the impact they’re making.

I haven't looked at Tarte’s packaging recently. So it could be that it says on the back of every mascara where the conservation efforts are or where the efforts are to support schools and teachers.

Buyers have different values. Some makeup buyers value charitable giving. Some value pigment. Some value cost. Some value it being the brand their favorite influencer uses. But if you want to reach those who value charitable giving, it has to be clear.