The continually growing number of cause-washing cases has led to corporate social responsibility losing its effect. Consumers no longer trust the contrived goodwill of large companies. In an attempt to manoeuvre themselves into more credible positions, such companies are now holding a mirror up to society in general. They promote the kind of values and standards that most people would agree with, such as environmentally-friendly consumption, to pave the way towards a better world, while marketing their services as a step in the right direction.
Start-ups are also increasingly investing in new products with a social mission. The emotional touch in the new brand message is crucial here: the more deeply the consumers are affected, the greater their identification will be. In this way, brands act on the general public’s political positions and establish themselves as moral authorities.