Inclusive copywriting, ethical copywriting, sustainable copywriting, or socially conscious copywriting. However you label it, if you are a purpose-driven company, this online marketing “trend” is one that you’ll want to have on your radar since you’re in the business of changing the world.

Regardless of how you define this inclusive marketing concept, the need and desire to be intentional and conscientious about your language and word choices are changing how we create content to advertise, market, and sell our products and services.

But what is socially conscious copywriting and is it the same thing as the concept of copywriting that converts? Let’s answer those questions and also give you 6 ways to improve your purpose-driven company with socially conscious copywriting.

What is socially conscious copywriting?

Socially conscious copywriting is a specific style of marketing and advertising that is grounded in values, ethics, and integrity. Purpose-driven companies who are on a mission to change the world tend to prefer this style of copywriting.

They know that empowering, money-making, world-changing content doesn’t require sleazey stories, manipulative messages, profits-at-all-costs pushy copy. These values-driven companies would much rather create content that makes genuine connections, prioritizes consent, builds trust, compels inspired action, and creates a more just, equitable, and sustainable world.

Socially conscious copywriting humanizes products and services and gives meaning to marketing, in a way that is ethical, empathetic, inclusive, and intentional when considering the broader impact on readers and society.

So why is this type of copy trending?

According to Sprout Social, 70% of people want businesses to take a position on social and political issues. Of these people, 67% believe businesses can help influence real change.

Socially conscious copywriting recognizes this and attempts to drive change with intentional language and word choices, knowing that the words used in marketing shape beliefs, influence behavior, and impact the world we share.

Socially conscious copywriting is important because it embraces the fact that our words have power that extends beyond our social media feeds and email inboxes —

Whether written or spoken, it honors the fact that words can uphold or disrupt systems of oppression. They can be used as a weapon to cause harm or as a force for good, used to create a more just and equitable world.

And whether you realize it or not, as a purpose-driven company, your vision for your people, your hope for the world, your voice, and your words have the power to make more money while doing less harm.

6 ways to improve your purpose-driven coaching business with socially conscious copywriting

Beyond just feeling good knowing the words you’re putting out into the world are doing less harm, there are countless ways that socially conscious copywriting can enhance your purpose-driven company. Today, let’s focus on 6 of them:

Build Trust. People are concerned about the honesty and integrity of online marketing. They’re more likely to trust and engage with businesses that demonstrate ethical behavior and a genuine concern for societal issues. This is exponentially more important when we position ourselves as purpose-driven. By openly communicating with socially conscious copywriting in your marketing, you establish a relationship with your audience that is trusting, authentic, and transparent.

Differentiate and Shine. In a competitive online world where your people are bombarded with marketing messages, it is increasingly difficult to stand out… especially when you refuse to sell with sleaze. With socially conscious copywriting, you can create a unique, recognizable, and compelling brand voice that resonates with ideal clients who share your values. Speaking to the right people helps strengthen your brand identity and ability to stand out.

Connect Emotionally with Your People. Socially conscious copywriting connects with people on a deeper level by addressing their problems and concerns in a way that honors their intersecting identity and unique lived experiences. When your messaging resonates with your people’s core beliefs, it evokes a powerful emotional response and strengthens their connection to you. This emotional connection can lead to more positive word-of-mouth, improved brand reputation, increased loyalty, and greater sales opportunity because, as they found at Harvard, “When a company connects with customers’ emotions, the payoff can be huge.”

And if these 3 reasons weren't enough, socially conscious copywriting can also help your purpose-driven company...

Reach More People. Whether you’re trying to attract potential customers or employees as you scale and grow your business, socially conscious copywriting will help you reach more people. Job-seekers and consumers want to work for and buy from brands that align with their social, political, and environmental values. By showcasing your values, ethics, and integrity, you can connect with more people who want to do business with those who are making a positive impact in the world.

Adapt to Your People's Evolving Expectations. Every day, more and more research is coming out that proves that socially conscious copywriting IS the new compelling. Consumers are shifting towards brands that are socially and environmentally responsible. While reading your social media posts, your people are shown reels of our planet on fire. After reading your emails, they’re reading the news about the latest human rights violations, prompting protests for equality. By embracing socially conscious copywriting, you can meet the evolving expectations of today’s global consumer and remain relevant in with your people.

Change the World. While all of the above sounds great, let’s be clear, you’re not here because #womenempoweringwomen and #imantiracist are trending on IG. You are not interested in performative woke-washing, rainbow, pink, or greenwashing. You’re a purpose-driven company. A mission-driven entrepreneur. A impact-driven startup creating a more just, equitable, and sustainable world. Your business is your activism, your part of the fight for a better tomorrow, and socially conscious copywriting will help you do that.

What about copywriting that converts?

So if you’re reading this and thinking, “This whole compelling and conscious copywriting thing sounds magical, but what about copywriting that converts? Is this the same thing?” you’re not alone. After all, everyone is always chasing that elusive copy that converts, even purpose-driven companies.

And it makes sense. We spend so much time, energy, and effort creating content we want some ROI for that labor.

Although realistically, there are no universally accepted definitions for any of these terms, in a traditional sense, “copywriting that converts” uses persuasion tactics to hook your reader’s attention, engage them through storytelling, and lead them to take a desired action. It involves crafting messages that resonate with your people, addressing their needs, desires, and pain points, and presenting a clear and compelling call to action.

While this all sounds lovely in theory, in practice, “copy that converts” is often full of harmful, manipulative, profits-at-all-costs advertising tactics, such as:

Deceptive, misleading, or exaggerated claims about program outcomes
Overstated qualifications, experience, or credentials
Manipulation and exploitation of emotions, fears, or insecurities
False urgency and fake FOMO
Aggressive information overload
Lack of transparency about products, services, or pricing
Cultural insensitivity and cultural appropriation
Disregard for the environmental impact of promoting excessive consumption or unsustainable products, services, or practices

And while these marketing tactics are so common that nearly all of us have used them at one point or another, myself included, this doesn’t mean they’re the only way to inspire action with your copywriting.

The ultimate goal: compelling AND conscious copywriting

Creating empowering, money-making, world-changing content doesn’t have to cost us our values, ethics, or integrity. If we identify as a purpose-driven company who wants to “do better” in our marketing AND we still make money, compelling and conscious copywriting has to be the ultimate goal.

Why?

Because this style of copywriting STILL uses the powerful tools of storytelling to address people’s emotional needs, goals, and desires, it just does so in a way that puts the purpose, people, and planet first, then the profits. It makes an emotional connection based on love, respect, and trust that inspires (and never manipulates) people to buy.

Socially conscious copywriting prioritizes the unique lived experiences and honors the intersecting identities of your audience, helping them feel safe, honored, and accepted. Instead of tapping into false fomo, fear, or shame, conscious copy relies on authenticity, emotional connection, relevance, empathy, inclusivity, purpose, and social responsibility… and that is precisely what makes it so compelling.

It engages people on a deeper level, fosters trust, and aligns with their values, dreams, and deepest desires. By appealing to your people’s hearts and minds, socially conscious copywriting has the power to drive action, make money, and create a lasting impact.

If you want to rid your industry of harmful, manipulative, profits-at-all-costs messaging so we can replace it with content that makes genuine emotional connections, prioritizes consent, builds trust, compels inspired action, and creates a more just, equitable, and sustainable world... you’re in the right place.

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In the interest of ethics and transparency, this post was written in collaboration with ChatGPT. Most of the original words are mind, though AI helped me with some of the research used to contextualize out this post.

6 ways to improve your purpose-driven company with socially conscious copywriting