How Companies Should Handle Social and Political Issues In 2020
The question of whether, when and how companies should take social and political stands is both important and difficult. In the past, organizations often avoided aligning themselves with political and social issues fearing negative repercussions. Things have changed. Today, we see a monumental shift in how companies handle political situations. Corporations like Nike, Patagonia, and Twitter are starting to see political situations as a chance to take a stand for what they believe to be right. However, passionate debates regarding the necessity of brand activism are still ongoing among leading PR and marketing professionals. So, which approach is right? Does political advocacy have the power to change consumers’ minds?
Empathy Is Not Enough Anymore
In the light of protests following George Floyd’s death, the data company Morning Consult conducted a survey asking consumers about the importance of organizations speaking up for such causes. The majority of respondents agreed that companies shouldn’t stay silent in situations like these. However, the survey also showed that consumers want more than just messages expressing support on social media. They want businesses to act – whether it’s committing resources to help communities or making their workplaces more accepting of diversity.
The Risks and Rewards of Brand Activism
When publishing a statement supporting a political or social issue, your company should be ready to face mixed reactions. While many users will applaud such statements, some won’t. Others will ask about the company’s plans to improve social issues. In other words, talk is cheap.
If an organization takes a social or political stance, it should always be a strong one. Don’t make a statement if the trending social or political message doesn’t align with the company’s core values. These days consumers are too savvy and will detect when your organization only intends to follow the trend. However, if the message aligns with the company’s mission and values, say it out loud and act according to your words. The audience will reward you with their loyalty, especially Millennials and Gen-Zers, who prefer to do business with organizations that take social and political stands they believe in.
If you need expert guidance on how to adjust your organization’s messaging about social issues during this time of uncertainty, the Strategis team is here to help. Give us a call at (781) 297-9200 or connect with us online.
