The American Marketing Association (AMA) recently invited me to join a chapter panel of brand and communication executives to discuss and debate brand positioning in political and social turbulence. I came to the event questioning my own thoughts. Should people look to brands for their values vs. themselves or their own communities? Should brands stick to selling products and services? Can more businesses truly, honestly be both profit and purpose driven? And why do so many care what bloviators and opinionists think? And finally, what is our responsibility as leaders?
Here’s my take.
In today’s world of political polarization, AI-driven misinformation and social upheaval, brands find themselves at a crossroads, facing pressures to respond to societal issues while maintaining their core identity. As more consumers increasingly scrutinize corporate actions and statements, brands must navigate these turbulent waters thoughtfully, balancing their messaging with authenticity and relevance while not compromising their values or alienating their customer base.
Understanding the Landscape
To effectively navigate these challenges, brands must have a clear understanding of the social, technological and political landscape. This means staying informed about current events, recognizing the sentiments of their target audience, and being aware of broader cultural trends. Engaging in active listening through social media and conducting regular sentiment analysis can provide valuable insights, allowing brands to anticipate shifts in consumer sentiment and to improve awareness on their own brand safety.
Define Core Values and Authenticity
A strong foundation of core values is essential for any brand. These values should guide decision-making and marketing strategies, ensuring that the brand’s messaging reflects its true identity. When brands choose to address social or political issues, it’s crucial that they do so in a way that feels genuine rather than opportunistic. Authenticity resonates with consumers; for instance, a brand like Patagonia that has long championed the outdoors could consider engaging in environmental advocacy whereas other retail brands may merely be jumping on the bandwagon during opportunistic timing.
Strategic Communication
Clear and honest communication is vital, especially during times of turbulence, misinformation and un-invited crisis or reputational damage. Brands that communicate openly and authentically build trust, which is invaluable during challenging times. This includes being prepared to address controversies head-on and articulating a thoughtful response that reflects the brand's values. A well-crafted communication strategy should include regular updates, community engagement, and a willingness to admit mistakes when they occur. And never make the same mistake twice.
Navigating Risks
Taking a stance inevitably comes with risks. Brands may face backlash from certain consumer segments, the media or be accused of insincerity. It’s important to conduct thorough risk assessments before making public statements or commitments. This is true not just for external but also internal audiences. Understanding potential repercussions (and the impact of them) is crucial.
A Leader’s Role: Building Community
I believe a brand is only as good as the people leading it. Leaders face the challenge of maintaining trust and transparency to build high-performing teams and cultures that drive business success.In turbulent times, fostering a sense of community can enhance loyalty, engagement and employee satisfaction – ultimately improving business KPIs. I believe in the importance of cultivating a culture of curiosity where varying points of view are welcome but divisive, unrelenting positions are not. We have the chance to model this by instilling a growth and learning mindset in our people that will enable others to subscribe to the belief of being “learn it alls vs know it alls.” A culture where we listen to learn, vs to win an argument or fix someone to fit our ideals. And one of the most important things to recognize as an executive is that we must be mindful that personal views are not the universal views of the people and brands we have the privilege of leading. Where a brand engages should always be anchored in what’s best for the people it employs and the business it operates.
Final Thoughts
As brands navigate the complexities of political and social turbulence, they must do so with a focus on understanding their audiences, maintaining authenticity, and engaging in meaningful action. By building a strong identity and communicating openly, brands can not only protect their reputation but also resonate with consumers in a meaningful way. In an era of heightened scrutiny, those that remain true to their values and foster genuine connections will be best positioned to thrive.
