Speak Up or Stay Quiet: When Should Your Brand Make a Statement on Social Issues?
Determining whether to be part of a current conversation or staying silent is a challenge for any company. And sometimes, staying silent is a statement. Think about Patagonia’s 1% pledge to the environment, Airbnb’s stance on discrimination or Dick’s Sporting Goods’ change in gun policy. Why do these brands come to mind? The way they are going about making a statement on these social issues is working.
What is the case for making a statement?
Consumers, largely Millennials and Gen Z, are growing more passionate about supporting brands that are authentic and align with their shared values. These consumers expect companies to speak more regularly on high-profile social, cultural and political movements. Currently, 53% of consumers believe every brand has the responsibility to involve itself in at least one social issue that does not directly impact its business. These findings do not mean a brand must disclose their thoughts on every newsworthy issue to garner trust, nor should they speak out to keep appearances up. Rather, consumers want to support brands that are truly passionate and transparent about issues of impact.
Whether for or against any issue, consumers want to support brands that are all in. Consumers can see right through a generic message of “solidarity” or empty promises. While staying neutral on hot button topics may be tempting, this approach can backfire. Silence can easily be misinterpreted as lack of concern.
Another example of a success story . . .
Intending to “step forward as a good corporate citizen,” Procter & Gamble lists on its website examples of how it supports diversity, the environment, and social justice. They have also publicly spoken on social justice issues following recent global instances of Anti-Asian violence. Through educational articles and videos, options to donate and promoting information on becoming an activist or advocate, Proctor & Gamble made it simple for consumers and fellow supporters to take action alongside the company.
How should a brand decide whether to advocate for a current issue?
Align Internally
Making a statement has a long-term effect on a brand. Therefore, a company must conduct an internal assessment before taking external action. Determine where your company stands by asking:
How does this statement affect your overarching brand values?
Does it align with your mission statement?
Determine Where Your Stakeholders Stand
Stakeholders depend on top executives to make the right decisions for the brand. However, it is also important to gauge where these stakeholders stand on important issues. This knowledge will help guide a brand’s decision to speak up.
Take Action
Consumers want to support a brand that does not only speak, but acts. How can a brand turn their words into actions?
Practice inclusion in your hiring process
Raise awareness on social injustice through a social campaign
Raise money for a charity
Before taking action, create a plan. Set clear goals and make small benchmarks along the way. Most importantly, hold everyone accountable throughout the mission.
At Titanium, we believe in using your voice wisely. Your brand should not feel the need to speak up on every controversial issue. Instead, support causes that align with your core values. And remember, every decision to speak up or stay quiet makes a statement.