We're living in a time when social and political issues are impossible to ignore. Social media has given everyone a platform to express their opinions and mobilise support for the causes they care about. And it's not just individuals - brands are also being held accountable for their values and actions. As a result, many companies are readily embracing brand activism as a way to show they're committed to more than just making profits. But what does this shift mean for the way brands communicate with their audiences, and for the role of PR in shaping their messages?
First, let’s understand what Brand Activism really is.
At its core, it's when a company takes a public stance on a social or political issue, often with the goal of driving positive change. This can manifest in many different ways, from launching awareness campaigns and partnering with advocacy groups to making changes to a company's internal policies and practices. Brand activism is not just about slapping a social cause on a marketing campaign, but about genuinely using a brand's influence and resources to make a difference.
What Makes Brand Activism so Important?
For one, it's what consumers are demanding. Studies in the recent past have shown that people are more likely to support a brand that takes a stand on social issues. And it's not just younger generations - nearly two-thirds of consumers globally say they prefer to buy from brands that share their values. Companies like Patagonia, REI, and Nike have already shown that taking a stand can be a major business driver. For example, Nike's decision to feature Colin Kaepernick in a 2018 ad campaign sparked controversy but ultimately led to a lot of attention and increase in sales.
Similarly, Dove's long-running ‘Real Beauty’ campaign, which challenges traditional beauty standards and promotes body positivity, has not only struck a chord with customers but also contributed to the brand's growth and popularity. Taking a stand on social issues has helped Dove build a strong emotional connection with its customers and establish itself as a leader in the beauty industry.
The Risks of Brand Activism
While brand activism can be a powerful way to build customer loyalty and drive business success, it's not without its risks. When companies take a stand on social issues, they can also face backlash and criticism from those who disagree with their stance. This can lead to negative publicity, boycotts, and even financial losses.
For example, Pepsi's 2017 ad featuring Kendall Jenner was widely criticised for co-opting imagery from Black Lives Matter protests and using it to sell soda. The backlash was swift and severe, with many accusing the brand of being tone-deaf and insensitive. Similarly, Starbucks' 2015 ‘Race Together’ campaign, which talked about racial inequality, was criticised for being heavy-handed and insincere.
These examples show us the importance of approaching brand activism with care and sensitivity. Companies need to be genuine and authentic in their activism and avoid using social issues as a way to sell products or boost their image. They also need to be prepared for backlash, and criticism and have a plan in place for responding to negative feedback. When done thoughtfully and sincerely, it can be a powerful force for good. But when done carelessly or cynically, it can backfire and damage a company's reputation.
So what’s the best way to approach it?
Getting Brand Activism Right
Now, you may be convinced that brand activism is the way to go. Before you jump in, there are some things to consider. You have to ask yourself some serious questions and discuss if it is the right move for your brand.
Ask Yourself - “Why Are We Doing This?”
Before you start, ask yourself why you're getting involved in brand activism. Is it because you genuinely care about a particular issue, or is it just because you want to look good? Be honest with yourself. If it's the latter, you're likely to come across as insincere, and that can do more harm than good.
Choose Issues That Align with Your Values
Don't try to tackle every social issue under the sun. Focus on the ones that truly align with your brand values and mission. This will help you come across as authentic and genuine in your activism.
Listen to What Your Customers Are Saying
Your customers are the lifeblood of your business, so listen to what they have to say. What issues do they care about? What do they want to see you doing differently? Use their feedback to inform your brand activism strategy.
Hold Yourself Accountable
Transparency is important when it comes to brand activism. Be open and honest about your motivations, your actions, and your impact. And be willing to listen to criticism and feedback. If you're not living up to your promises, own up to it and make changes.
Don't Be Afraid to Take a Stand
Brand activism requires courage. Don't be afraid to take a stand on a contentious issue, even if it means facing backlash. Remember, the goal is to drive positive change, not to win a popularity contest.
Do Your Homework
Brand activism requires a deep understanding of the social issues at play. Take the time to educate yourself and your team on the issues you're tackling. This will help you avoid unintended consequences and ensure that your activism is effective.
And there we have our ‘How to get brand activism right’ checklist.
Keeping these in mind should help you make an informed decision. Of course, there is always more to it, so do your research, make an ironclad strategy and have those tough conversations with the team before springing into action.
The Takeaway
When all's said and done, brand activism can do wonders - but only if you do it right. When you use your platform to stand up for what's important, you'll be amazed at how many people will rally behind you. It will help you build a loyal community of customers who share your values, and you'll be part of something bigger than just selling products. The payoff will be worth it - not just for your brand, but for the world at large.
Psst! This blog was created after a lot of thought by a real person. #NoGenerativeAI
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