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Politics. They’re everywhere — from the chaos of the Iowa caucuses earlier this year to impeachment and billions being spent on television ads as we head toward the November elections. In the past, my clients have steered away from any sort of political leaning or outright promotions for fear of alienating their audience.
In the past, I have found this to be a good position to take. You certainly don’t want to anger or turn away potentially 50% of your audience. But, surprise! An increasing number of consumers now expect brands to be part of political, social and economic discussions. As Bob Dylan so aptly said, “The times they are a-changin’.”
Consider the following: A 2018 study by global PR firm Edelman reported that consumers are “weighing a brand’s principles as much as its products” as they move down the path to purchase. No brand is immune to this collective shift in consumer thinking because it is a global phenomenon and spans all age groups. Another surprise: The brand’s stand is just as important to consumers over 55 years of age as it is to younger generations.
Making the intentional decision to insert your brand into a political discussion or taking a stand on an issue such as climate change, gun control or plastics may be right for your brand, but you have to tread thoughtfully and carefully. One wrong move and your brand may find itself in the middle of a self-inflicted crisis or, even worse, a viral meme or Saturday Night Live sketch that will keep it top of mind for months and maybe years to come.
The yogurt brand Yoplait nailed it with its “Mom On” campaign, which playfully but seriously addressed the societal issue of shaming moms for breastfeeding in public. While you may not recall this specific campaign, you will assuredly remember the ones that have failed: the Kendall Jenner Pepsi Jump In ad and Uber’s response to the Trump travel ban (if you recall, Lyft emerged as the clear marketing winner because of its sensitivity and thoughtful response).
So, what’s a brand to do?
Here are three tips to get the conversation started in your own company or organization, regardless of size:
Be clear about your core values. Surprisingly, many brands aren’t, and if they have made the attempt to define them, they either have too many or they haven’t provided them to their employees. Personally, I recommend no more than three. Also, make sure everyone inside your company — from entry-level employees to senior leaders — can easily articulate and reflect them. For example, my company is driven by “Do the Right Thing,” “Create Happiness and Fun” and “Win Together.”
Don’t play with matches if you fear the heat. If your brand cannot be authentic in its stance or position, I don’t recommend you play with fire. These “belief-driven buyers,” as the Edelman study defines them, will be the first to troll your social media accounts, call for a boycott or worse if you communicate insincerity or appear tone-deaf to the issue at hand. Even savvy marketer Pepsi had to go so far as to remove the Jump In ad from its own YouTube channel.
Be honest with yourself. Is your brand stand genuine? In order for you to know, you have to start with the “why.” My reason for being is that I saw a better way of doing business, have been intentional about creating company culture (before it became an overused, toss-away word) and I awaken each day excited about creating the next generation of female business leaders. That “why” translates into actionable steps inside my own four walls and also drives what we do externally as a company.
The big lesson? Just because you can doesn’t mean you should. Transparency, speed of communication and consumer desire for brand authenticity require that any organization — large or small — begin by asking the right questions first.
