Аннотация: In today's world, the importance of social policy in branding is increasing. Each year, sales and product functionality are increasingly accompanied by the meaning, values, and social mission of companies. There is a process of transforming the brand from the conventional understanding of a product to a participant in public dialogue and a thought leader. Consumers, especially Generation Z, expect brands to take action and stand firmly by their values. In the era of active digitalization, highlighting this topic is more important than ever. The aim of this article is to explore how modern brands manage social policy, solve strategic tasks with its help, and become leaders in digital branding, exerting a mass influence on culture, education, and consumer behavior.