There’s No Such Thing as Not Taking a Stand – 4 Things to Consider When Addressing Major Public Issues

The world is on fire.

Both literally and metaphorically. 

From heat waves and global warming rocking the continents, to questionable decisions being made about reproductive rights, mass shootings and more—not to mention that global pandemic we’re still in—there are a lot of hot-button issues that brands and consumers are talking about. 

We’ve since left the era of companies being able to watch major disasters and critical changes in legislature without having to comment but, between the shorter-than-24-hour news cycle we have via social media and an increasingly discerning consumer base, brands can no longer be silent. Commenting on relevant issues is no longer an if but a when, and brands need to be prepared to take a stand. 

Regardless of which topic you’re commenting on – economic, social, environmental, emerging crisis or otherwise – when addressing major public issues, here are a few things to consider: 

1. SAY SOMETHING
   
   Silence is deafening. If your company hasn’t released a statement about a major issue that’s relevant to its consumer base, this lack of response can immediately be understood as apathy. People take their brands personally, and can be quick to consider other options if your brand isn’t something worthy of their loyalty. Do your homework and be informed about the issue–don’t just say something for the sake of saying something. Be clear and concise, compassionate and empathetic, but above all else make sure your statement is useful and authentic—otherwise, you may run the risk of bandwagoning, jumping onto an issue or crisis because it’s popular, rather than caring about the issue itself. 
   

2. PICK YOUR BATTLES

   Brands can’t be expected to please everyone, or comment on every issue. You provide a niche product or service to a specific market segmentation – that’s what sets you apart and makes your business successful. While we wish that all brands could speak to all categories, it only makes sense to comment on issues that are relevant to your consumer base. For example, commenting on the recent Roe v Wade ruling if your primary demographic have uteruses or relate to those that do. Prioritize what your consumers care about and what matters most to them. 
   

3. PUT YOUR MONEY WHERE IT MATTERS

   While thoughts and prayers are helpful, words have limited impact. Building credibility and trust in your brand can only be achieved when you reinforce your brand purpose with impactful action – make a donation, create an internal kickback program and guide your consumers towards where they can stand alongside you to help the cause. Make your words mean something. 
   

4. DON’T FORGET YOUR EMPLOYEES

   It’s great to communicate to the world that you care about an issue on behalf of your consumers, but the people that should mean the most to you are the people that are already the lifeblood of your organization. Internal communications is a critical part of the pathway towards properly commenting on an issue. Being an employer of choice means being steadfast in which issues you support while also being a leader to your employees. Outline what the issue you’re commenting on means for them, and how as an employer you plan to provide support for each individual. If you’re thinking of starting a new fund or a new program, or even if you’re starting the process to find something to care about, keep your employees informed of the process, or leverage their opinions to help you develop something that matters to them. 

There’s no more sitting on the sidelines. Companies are now expected to respond to a range of issues, with their comments on cultural, political, social and economical issues woven into being an integral part of their brand identity. Though entering global conversations about hot-button issues can be nerve-wracking, brands owning their issues and commenting on subjects that matter most to them already can make this a breeze. Staying silent isn’t an option, especially as more consumers demand action from brands in return for their loyalty – choosing to spend their dollars on brands that make a meaningful impact on issues to show that they truly care.