In an era where businesses are expected to stand for more than just profit, brands face increasing pressure to align themselves with social causes and demonstrate genuine social responsibility. However, as Katie McIlvenny, a PR and media specialist, explains, this expectation brings its own set of challenges. Drawing on her extensive experience working with creative agencies and third-sector organisations, Katie discusses the fine line between authentic social impact and the pitfalls of “social washing” — a term used to describe brands that superficially associate with social issues for the sake of public image.

Katie’s journey into PR is rooted in her personal experiences and her passion for social causes. Growing up in a politically engaged family, she was exposed to the significance of social issues from an early age. This sense of activism was further fuelled by her own health struggles in her mid-twenties, when she faced a challenging ordeal due to misdiagnosed health problems. Reflecting on this experience during the podcast, Katie shared, “That was one of my earliest points where I got really passionate about how women are mistreated in the medical system and how understaffed the NHS was.” These experiences laid the groundwork for her career in communications, where she has focused on advocating for meaningful change and amplifying underrepresented voices.

The Rise of “Social Washing”

Katie highlights “social washing” as a prevalent issue in modern marketing. Similar to greenwashing, where brands exaggerate or misrepresent their environmental efforts, social washing occurs when companies use social causes to appear ethical or socially conscious without taking substantial action.

“It’s essentially jumping on trending social issues, having an opinion on it, or taking a tokenistic stance to drive sales,”

she explains.

Katie’s critique is not limited to small, obscure companies; even major brands are guilty of social washing. She recalled a memorable example involving the Kellogg’s CEO, who suggested that people struggling with the cost of living should eat cereal for dinner. “It was just so tone-deaf,” she remarked, pointing out how the statement came across as exploitative rather than empathetic. In her view, such instances demonstrate a lack of understanding about the real issues affecting consumers and highlight the need for more thoughtful, informed communications strategies.

The Role of PR in Authentic Advocacy

For Katie, the solution to social washing lies in radical transparency.

“If brands were to communicate openly, acknowledging that their support for social causes also benefits their business, it would be so much more refreshing,”

she says. This approach involves being upfront about motivations and outcomes, rather than masking them behind superficial campaigns. Katie believes that brands should not shy away from admitting that their involvement in social causes also serves their commercial interests. Instead, they should be transparent about how these initiatives align with their business strategies and benefit all stakeholders.

She suggests that creative agencies and PR consultants can play a pivotal role in guiding brands toward more authentic advocacy. By conducting thorough research and understanding the social issues that matter most to a brand’s audience, agencies can help companies align their messaging with genuine impact. “It’s about adding an extra layer of R&D or research to your offering as a brand consultancy,” she advises. Katie encourages agencies to employ specialists from diverse backgrounds, such as sociology or political science, who can offer valuable insights into social trends and help brands avoid making tone-deaf statements.

When to Speak Up – And When to Stay Silent

One of the key themes Katie emphasised is the importance of knowing when to engage with social issues.

“Brands can’t afford to remain silent on certain topics… especially in an era where silence is itself a statement.”

However, she also cautions against brands speaking on issues that are irrelevant or inconsistent with their core values. For example, it would be inappropriate for a company with no environmental expertise to suddenly start commenting on climate change without a well-thought-out strategy.

Katie suggests that brands must be selective about the causes they choose to support and ensure that these align with their values and expertise. “You don’t have to have an opinion on everything,” she says. “But you do need to ensure that when you speak up, it’s coming from an informed and authentic place.” The role of PR professionals, then, is to advise clients on navigating these complex issues and to help them understand the risks and benefits of taking a public stance.

The Commercial Benefits of Authenticity

Despite the challenges, Katie firmly believes that brands can achieve both social good and business success. She points to companies like Patagonia as examples of businesses that have managed to balance social responsibility with commercial objectives. Patagonia’s “buy less of our stuff” campaign, which encouraged consumers to be more mindful about their purchases, is a case in point. While the message was counterintuitive from a traditional marketing perspective, it resonated with consumers because it aligned with the company’s long-standing commitment to environmental sustainability.

Katie explains that when brands are transparent about their motives and engage in social causes with integrity, they can foster a virtuous cycle. “If a company supports a social initiative and is open about the business benefits, they create a circular effect,” she says. “This enables the company to grow, reinvest in social causes, and further support the communities they care about.” In her view, radical transparency not only builds consumer trust but also strengthens a brand’s reputation, leading to long-term financial success.

Learning from Mistakes

During the conversation, Katie addressed the consequences of getting it wrong. She explained that the damage caused by social washing extends beyond immediate reputational harm; it can lead to financial losses, regulatory scrutiny, and a loss of consumer trust.

“If you speak on a topic that’s completely unrelated to what you stand for as a brand, you’re going to lose trust,”

she warns. Katie also highlighted that regulations are beginning to catch up, with the European Union drafting legislation to address social washing in much the same way as greenwashing.

The key to avoiding these pitfalls, according to Katie, lies in preparation and research. She encourages brands to invest in understanding the social issues that resonate with their audience and to base their communications strategies on solid data. “It might take months, even years of research to understand the impact of a social cause on your consumer base, but it’s worth it,” she asserts.

The Way Forward: A Call for Radical Transparency

Katie concludes by calling for a shift towards radical transparency in the commercial world. She argues that if brands were more open about the benefits they receive from supporting social causes, it would not only be refreshing but would also foster a more authentic relationship with consumers. “I’d be more likely to engage with a brand that’s honest about their motivations,” she says. Katie believes that PR professionals should push for a cultural shift within organisations, encouraging brands to embrace vulnerability and acknowledge the commercial benefits of their social initiatives.

For Katie, the future of PR lies in guiding brands to be genuine advocates for social change, rather than mere opportunists.

“It’s about being honest, being prepared, and being willing to invest in understanding what really matters to your audience,”

she summarises. By doing so, brands can avoid the trap of social washing and instead create meaningful social impact while driving sustainable business growth.

In a world where staying silent is no longer an option, Katie’s insights remind us that the most successful brands will be those that communicate with authenticity, act with integrity, and embrace the power of radical transparency.