In a world where consumers demand more than surface-level authenticity, the brands that thrive are those that embrace accountability, transparency, and self-awareness. Gone are the days when simply appearing ‘real’ was enough. Today, consumers expect brands not only to be present but to be genuinely accountable for the causes they champion.
Nowhere is this more evident than on social media, where the lines between performance and purpose are constantly under scrutiny. Fenty Beauty and Patagonia have emerged as leading examples of brands that are truly ‘doing things differently.’ By staying true to their values and holding themselves accountable, they’ve built lasting connections with their audiences and set new standards for what it means to be a responsible brand.
Fenty Beauty: setting the benchmark for inclusivity and accountability
When Fenty Beauty entered the market, it disrupted the beauty industry by making inclusivity a core brand value. With an unprecedented range of foundation shades and a celebration of diversity, Fenty didn’t just talk about inclusivity — it demonstrated it through its product line and marketing. But what truly sets Fenty apart is its commitment to social responsibility. During the Black Lives Matter movement, Fenty didn’t stop at releasing a statement. The brand ceased trading for a day, donated to relevant organisations, and amplified Black voices on its platforms. Fenty’s actions exemplify what it means to move beyond authenticity and embrace accountability. Its social media presence reflects a brand deeply committed to its values, making inclusivity a year-round mission, not just a temporary marketing tactic.
Patagonia: pioneering environmental responsibility
Patagonia has long been a leader in environmental activism, using its platform to highlight urgent environmental issues. What distinguishes Patagonia from many other brands is its unapologetic transparency. Whether it’s encouraging customers to buy second-hand or donating profits to environmental causes, Patagonia consistently backs its mission with action. In a social media landscape where many brands struggle to live up to their promises, Patagonia’s transparency is refreshing. The company’s recent decision to donate all profits to fight climate change exemplifies how a brand can hold itself accountable to its mission while maintaining a loyal and engaged audience. Through this commitment, Patagonia sets the standard for environmental responsibility in business.
What it means to do things differently
Fenty Beauty and Patagonia show that true success on social media — and beyond — stems from embracing accountability. These brands have found ways to connect meaningfully with their audiences by standing firmly by their values, even when it requires difficult decisions. Their actions demonstrate that accountability and transparency aren’t just buzzwords — they are fundamental principles that build trust, drive engagement, and foster long-term loyalty.
As consumers continue to expect more from the brands they support, those willing to ‘do things differently’ will rise above the noise. By focusing on accountability, brands can forge authentic connections and lead the way towards a more responsible, impactful future.
For deeper insights on how brands can navigate this new era of social responsibility, explore our latest white paper: Why Brands Should Aim Higher than Authentic on Social.
Featured image: Fenty Beauty
