by India Fizer , AdForum 27 Mart 2025
Santiago Cuesta, Executive Creative Director at TBWA\RAAD, discusses the evolving role of CSR and building socially responsible brands. From CSR marketing to real-world impact, he shares his insights on how to create authentic connections with younger consumers, avoid pitfalls like greenwashing, and balance profitability with purpose to foster long-term trust.
As CSR marketing continues to grow in importance, how do you envision the evolving role of socially responsible branding in shaping consumer behavior and brand loyalty?
Santiago Cuesta: We all know Gen Z is a unique generation that has been exposed to an overwhelming amount of information—not just from mainstream media, but especially from social platforms like TikTok, where they can access all kinds of content from a wide range of sources. This has made them more aware of what’s happening in the world and given them the tools to form their own opinions.
Of course, they’re also consumers and fans of brands. But they can easily uncover a brand’s true behavior—whether it’s genuine or just greenwashing to look better. Gen Z doesn’t just buy products; they buy into what a brand stands for. And only when it’s done right can you build true brand loyalty.
What are some best practices for agencies to implement when building socially accountable brands from the inside out?
Santiago Cuesta: The best practices will always be authenticity, transparency, and meaningful impact. If a brand chooses to be vocal about a CSR initiative, it must be genuinely aligned with the core of the business and backed by real actions. I learned this the hard way while working on a campaign against hate and racism—for a household product. The idea was strong, but it came across as opportunistic, and the backlash was immediate.
That’s why it’s essential for brands not just to be socially responsible, but to live their values through tangible, consistent actions.
In a market where younger consumers are increasingly skeptical of corporate motives, how can brands effectively balance the need for profitability with their social responsibility efforts in a way that doesn’t appear disingenuous to younger consumers?
Santiago Cuesta: Social responsibility shouldn’t be treated as a marketing tactic, but as an integral part of how a business operates. Brands need to dig deep—evaluating how they function, the impact they generate, and the long-term value they create. Those that fail to adapt to what the world is asking for will eventually fade away.
Profitability and purpose can absolutely coexist. In fact, when done right, purpose drives profit by building genuine brand love.
Looking ahead, what do you see as the biggest opportunities for brands to strengthen their social responsibility efforts in a way that feels both authentic and impactful?
Santiago Cuesta: I had the opportunity to work on a global CSR campaign for Intel, the processor brand. Our research showed that Gen Z was aware e-waste had become a major environmental issue—and that gamers were among the biggest contributors. But although they recognized the problem, most didn’t know what to do about it.
So we decided to go where they already were: Animal Crossing, one of the world’s most popular games. We entered the game and spent thousands of hours creating an island called “eCycleland,” an in-game educational eCycling center to teach gamers how to recycle their e-waste in the real world.
We could’ve just posted about the importance of eCycling, but Gen Z needs more than that they need tools and guidance. They’re full of information and good intentions, but often unsure how to turn that into real impact. That’s where brands can step in, offering real solutions and actionable steps so they can be part of the change they genuinely care about.
