2018 was a big year for brand activism. From gun control to racial injustice, brands are confronting issues that matter to their customers. The world has no shortage of problems, but when and how should your brand get involved? Sandy Rubinstein, CEO of DXagency, a full-service digital marketing and advertising firm, has noticed an uptick in questions from her clients about how to navigate potentially controversial topics. The marketing industry veteran shared her advice on what brands should consider.
From gun control to racial injustice, brands are confronting issues that matter to their customers.
1. Guard your brand’s values. “Know what your core values are, and once you’ve identified those, make sure you stay true to that,” Rubinstein advises. When issues arise that align or conflict with your brand’s core values, those are opportunities to speak up, she says. “The worst thing a brand can do is get involved in a conversation and it’s not authentic to their values.”
There’s a thin line between brand love and backlash—ultimately, it comes down to execution of the message. One example of how to get it right: Rubinstein cites when airlines asked the government to stop separating migrant children from their parents via their flights. Although immigration is a hot-button topic, few could argue with the desire to keep families together. And what to avoid? Inconsistency. Rubinstein notes that Facebook touts a culture of free speech but made a senior executive apologize for attending Kavanaugh’s Supreme Court hearing.
Beyond making a statement, brands must act on the causes they champion. “It’s not just that one moment,” Rubinstein says. “What are you doing to support that statement and that stance over the next 12 to 18 months?”
2. Look before you leap. Remember this rule: No knee-jerk reactions. Rubinstein advises taking a beat before responding to breaking news or social media trends. Because no business wants to lose customers, the question becomes: “How do you stand for your values in a meaningful way that doesn’t offend other people?” Rubinstein says. Be sure to consider your messaging and its implications. A quick test can mean the difference between a well-crafted response and headaches for your brand.
3. Expect the unexpected. Rubinstein suggests discussing your plan internally every quarter to prepare for potential customer concerns. “If it’s a question that’s brought to you, you have to answer it, and you have to be honest about it,” she says. Then when your employees get asked a big question, they’ll already know how your brand would respond in a given scenario.
4. Watch tomorrow’s workforce. Expect the trend toward brand activism to grow in 2019. According to a recent MNI Targeted Media study, more than half of Generation Z-ers say that a brand’s involvement with social causes influences their purchase decisions. “The more we have these conversations, and the more young people are growing up and starting to join the workforce,” Rubinstein says, “the more you have people who put activism ahead of monetary gain.”
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