Match your message to the moment: 5 things to consider when reviewing your brand activism marketing strategy
In recent years the tendency of brands to speak up about subjects like racism, human rights, equality, and other social justice topics has increased. This tendency, sometimes referred to as brand activism, might have you questioning whether you should shift your messaging, as well as when and how to do it.
Social media has created an environment where anyone with an account (okay, pretty much everyone) has direct access to brands. People can easily get in touch in real-time, comment or share their experience, and create buzz surrounding a particular brand.
While this can have great benefits for exposure, it means brands are open to greater scrutiny than in the past.
Your marketing strategy should take into consideration your business values and company mission, and focus on matching your message to the moment.
Here are 5 things to consider when reviewing your brand activism marketing strategy and deciding how to shift your messaging.
Consider your audience: what are they currently impacted by? What do they care about?
Who is your ideal client? Studies continue to show that Millennials are universally more engaged in corporate social responsibility (CSR) efforts, revealing that in the U.S., more than 9 in 10 Millennials would switch brands to one associated with a cause. The same is true for Gen Z, and the oldest of this generation are at the age they’re finishing school and entering the workforce.
Millennials and Gen Z are not only more likely to seek out brands with a message and purchase their products but are willing to pay more to support a socially conscious brand.
For example, Dove’s target audience is women, or, diving a little bit more deeply, “real women.” The company often tackles issues related to ideas of beauty and beauty standards. Consider their Dove Real Beauty Sketches ad, or more recently in their Courage is Beautiful campaign referring to the coronavirus and front-line workers. These ads address issues that women are actively facing, offering support and messaging that is relevant and real.
On the other hand, Gillette's marketing has expanded slightly, introducing advertisements like this one that shows a transgender teen whose father teaches him to shave.
Note:
With respect to COVID-19, in particular, messaging for almost all brands has had to shift in some way! Being sensitive to your audience in the midst of the pandemic and in regards to subjects like financial wellness and mental health is of utmost importance to ensure your messaging is relevant and respectful.
Consider the topic at hand: is it aligned with your business values?
There’s really no getting around the fact that your messaging needs to take into account current events, movements, and news. When it comes to posting about something, though, ensure it’s aligned with your business values. What facts and resources can you share to educate your audience that relates to your business’ mission and values?
Consider Nike that spoke out in support of the Black Lives Matter movement with their video, For once, Don’t Do It, completely shifting their message and tagline. Or, P&G, who showed support in a different way by launching an anti-racism podcast with Spotify.
While you don’t have to speak up, start a new initiative, or put out a statement about everything, you do need to be aware of the current climate. Otherwise, you risk putting out messaging that’s insensitive. Ensure that your messaging is, at the very least, mindful of what’s happening so you don’t come across as insensitive.
For example, #BlackoutTuesday was a social media movement where non-Black companies and individuals were encouraged to mute their accounts to provide more space and awareness on the Black Lives Matter movement and Black social media accounts, companies, and creators. If you were a non-Black-owned brand and continued putting out content as was scheduled during this time, it would have indicated a clear lack of regard and respect for the movement.
Sometimes saying nothing speaks volumes
It’s important to ensure that you’re conscientious of the perception your posts or lack thereof might give.
It’s not easy to speak up about controversy and I understand the inclination to want to avoid posting on certain topics. However, in certain cases, such as in matters of human rights and social justice (topics that are not controversial but a matter of morality), staying silent isn’t necessarily the right move either.
As Daniel Korschun of Drexel University explains, staying silent is riskier than taking a stand because consumers may see it as complicity.
This example was clearly illustrated in the #DeleteUber movement. When taxi companies took a stand against Donald Trump’s travel ban on Muslim-majority countries, protesting by avoiding JFK airport for one hour, and Uber continued to service the airport, people were quick to encourage users to delete their Uber accounts, seeing Uber’s lack of protest as an indication that the company was more concerned with profit than human rights.
Ensure that your message goes beyond a statement
Simply putting a statement or post up on social media isn’t enough. Consumers want to see that you’re practising what you preach, so ensure that your message goes beyond a statement. If you’re promoting a message of anti-racism, show that you have tangible ways your business is working to be part of the change.
● Are you speaking with your employees to make sure they feel safe and included? ● Are you revisiting your marketing materials to ensure you are actively using graphics and wording that are inclusive and promote diversity?
● Are you donating to causes that support the Black Lives Matter movement?
● Is your workforce a reflection of the population?
● Do you partner with and hire vendors whose owners reflect the population?
Again, not everything has to be done in public or put out as a statement, but if you aren’t doing anything to back your words, chances are they’re going to come across as inauthentic and you’ll lose credibility as a brand.
Know that you don’t have to be a global brand to shift your messaging
You don’t need to be a huge brand or have a massive marketing budget to speak up on issues that you believe in.
Donate to local causes, be vocal in your support of movements (regardless of your number of followers), revisit your company values and hiring policies, and ensure you’re using appropriate and diverse images in your content.
You have influence regardless of your company size. Recognize that your messaging matters!
Understand that not everyone will agree with you
Social media has truly brought to light the polarity of our society and, simply speaking in terms of marketing, this means that you’re never going to please everyone.
Understand that when you take a stand or make a statement, there are always going to be people on the other side. And yes, that means dislikes and negative comments. Draw a line between when you will respond and when it’s best to let the comment simply be.
Being bold can be scary, but the reward of knowing you’re putting people over profits will hopefully spur us all to push outside our comfort zones. We’ve seen it in surprising ways from Steak-umm (a brand most Canadians likely aren’t familiar with, but they aren’t new to this either) and from Ben & Jerry’s, too.
Final thoughts
It’s likely going to be uncomfortable to start taking a clearer stand on issues that you believe in and want to speak about. It might be overwhelming to shift your messaging regularly. Remind yourself to look at the larger picture and keep in mind your company values.
Know that you won’t always get it right. Stay open to feedback and criticism, and remain committed to learning and addressing mistakes you make in your messaging.
And finally, remember that you’re not going at it with the intention to change minds or change the world, but because you believe it’s the right thing to do.