Brands’ words and actions — including yours — matter.
As politics, health care, and other cultural topics become more polarized, being authentic about your values and causes can build audience loyalty.
Over half of young U.S. adults (ages 18 to 29) want businesses to take a public stand on current events, while 35% of those 45 and older do, according to a 2023 Bentley-Gallup poll.
How to know when to weigh in
No organization needs to acknowledge every issue. To decide when to speak up, your leadership team should reflect on these questions:
- Who are we as a brand? Does this issue intersect with our vision or brand mission statement? Is this an important topic, and do we have something meaningful to say? How will we demonstrate to our audience that we are accountable for our stance?
- What do our customers and employees expect? Are consumers asking or commenting about our brand’s stance on the issue? Do our employees want us to take a position?
- What do we stand for? What are our company’s core values? Does it make sense to say something or stay silent on this issue?
- What will our silence say? Saying nothing can sometimes say more than a statement could.
- Who should say something? In general, the CEO or leader of the organization should give voice to the position. But if individuals from marginalized communities or people personally affected by an issue work for your organization, consider encouraging them to share their stories or giving them a voice as well.
How to engage with your audience about social issues
When you want to weigh in on a social or political issue, follow these tips to connect with your audience and learn from brands that do it well.
1. Be unique in your messaging
When Martin Luther King Jr. Day rolls around every January, brands predictably trot out some version of his “I Have a Dream” speech on their social media accounts. Unfortunately, that messaging has become so overused that it barely resonates.
Avoid the predictable. Be thoughtful and share with vulnerability to deepen your connection with loyal customers.
Example: In 2024, Kaiser Permanente honored Martin Luther King Jr. Day by sharing its past, present, and future commitment to advancing equality and inclusion. In an Instagram post, the company wrote about its “Martin Luther King Jr. Days of Service” — a week-long event offering Kaiser Permanente employees and physicians the opportunity to volunteer in honor of King….Read More