The words and actions of brands – including yours – matter.
As politics, healthcare, and other cultural issues become increasingly polarized, authentic representation of your values and concerns can strengthen audience loyalty.
More than half of young adults in the U.S. (ages 18 to 29) want companies to take a public stance on current events, while 35% of those ages 45 and older do so, a study finds Bentley-Gallup Poll 2023.
How to know when to weigh
No organization has to acknowledge every problem. To decide when to speak up, your leadership team should think about the following questions:
- Who are we as a brand? Does this topic overlap with our vision or brand mission? Is this an important topic and do we have something meaningful to say? How will we show our audience that we are responsible for our attitudes?
- What do our customers and employees expect? Are consumers asking or commenting on our brand’s stance on this issue? Do our employees want us to take a stand?
- What do we stand for? What are the core values of our company? Does it make sense to say something or remain silent on this topic?
- What will our silence say? Saying nothing can sometimes say more than a statement.
- Who’s supposed to say anything? Generally, the CEO or head of the organization should represent the position. However, if people from marginalized communities or those who have been personally affected by an issue work for your organization, consider encouraging them to share their stories or giving them a voice as well.
How to connect with your audience about social issues
If you want to speak out on a social or political issue, follow these tips to connect with your audience and learn from brands who do it well.
1. Be unique in your message
When Martin Luther King Jr. Day occurs each January, brands predictably feature a version of his “I Have a Dream” speech on their social media accounts. Unfortunately, this message has become so overused that it hardly resonates anymore.
Avoid the predictable. Be thoughtful and share your vulnerability to deepen your connection with loyal customers.
Example: In 2024, Kaiser Permanente recognized Martin Luther King Jr. Day by sharing its past, present and future commitment to advancing equity and inclusion. In one Instagram postthe company wrote about its “Martin Luther King Jr. Days of Service” — a weeklong event that offers Kaiser Permanente employees and physicians the opportunity to volunteer in honor of King.
The company also highlighted lesser-known aspects of King’s advocacy for economic justice and health equity Blog post This strengthened Kaiser Permanente’s commitment to social justice and health equity. The company’s Chairman and CEO, Greg Adams, received the Dreamer Award for promoting a more just world and healthcare system.
2. Give the message meaning for your brand
Want to make a statement about a cause that aligns with the value of your brand? Stop. Take a step back. Figure out how to say something in the most meaningful way possible. How does this concern intersect with your brand? Acknowledging this connection has a stronger impact.
Example: In the mid-1980s, Procter & Gamble had success with Peridex, a mouthwash used to treat thrush in patients with HIV/AIDS. But despite selling to the LGBTQ+ community, P&G did not provide protections for its LGBTQ+ employees.
P&G employee and activist Michael Chanak and his colleagues recognized the importance of this brand alignment and worked to change it. In 1992 P&G became one of the first Fortune 500 companies to include sexual orientation in its Equal Employment Opportunity Statement.
This 19-minute video celebrates the campaign’s 20th anniversaryTh anniversary and P&G’s continued commitment to the communities in which it operates. The message fits the brand values and strengthens the reputation.
3. Be accountable to your audience
It’s one thing to say your company fights for a cause, but it’s better to show how it does it. And when your brand contributes to a societal problem, acknowledge how your company is addressing it. Show your audience that you care and are working towards change.
Example: When faced with criticism of racial disparities in health care, Boston Medical Center acknowledged the problems and outlined its steps to address them in this 2023 publication. Together @ BMCHS: Diversity, Equity and Inclusion – Annual Review.
The Boston Medical Center also developed A Glossary of terms related to justice, justice and belonging. It is DEI in action The website provides transparency about the brand’s work to advance the mission within the healthcare system and local community.
4. Provide resources to support the cause
Go beyond statements. Providing resources or support to people affected by your cause will make your message more effective.
Example: Johns Hopkins Medicine celebrated LGBTQ+ Pride Month with panels, workshops and film screenings. It made the statement of support and then took action. It is website links resources offered through an employee assistance program to support LGBTQ+ students, staff and faculty. It also includes a patient and family resource section that focuses on mental health and self-care.
5. Don’t think you have to be political to take a stand
In a polarized political landscape, some people equate advocating for a social cause with making a political statement. But that doesn’t have to be the case. Organizations can focus on making an impact on issues that do not fall on either side of the political spectrum.
Example: More than 600 hospitals have cooperated with us votersthat helps people who go to emergency rooms or health care facilities register to vote. They do not advocate how people should vote, but rather encourage visitors to have a say in democracy.
6. Make statements that matter to your audience
You don’t have to take a stand on every topic. Your leadership team likely determines what topics are important to your brand and your audience. You can help them by using your personas to see if the issue resonates with your audience. Of course, you may find some issues so critical that they are worth contributing your opinion on, even if some consumers disagree with your position.
Example: Jed Foundation Love is louder The project engages its target audience through stories, messages and opportunities to support young people’s mental health issues. It published content on social media and collaborated with media outlets, brands and individual storytellers to make its audience feel seen and connected.
In this Instagram post, the foundation uses an image of someone spray painting a heart on a brick wall above the phrase “Love is Louder.” The caption reads: “Pause scrolling for a moment. Close your eyes, breathe in deeply through your nose, and exhale completely before repeating the process several times. Gently repeat the phrase “Love is louder than _____” and fill in the blank with whatever is bothering you. Release anything you don’t need. As you go about your day, remember that you are loved and loved. #loveislouder”
7. Think long term
Don’t be one-sided when it comes to social issues. Before you make a statement or post about it on social media, consider how you can support this cause long-term. Hold:
- Recurring donations to specific charities
- Overhaul your organization’s hiring and promotion practices
- Conducting internal training courses
With ongoing action, consumers will better understand the commitment and intentions behind your words.
Example: There are no short-term initiatives here. Nationwide Children’s Hospital doesn’t just make a statement about the importance of access to health care. It offers Health services directly in schools.
The program underscores the hospital’s commitment to supporting healthier communities over the long term. The long-term plan will have a lasting impact on public health.
Implement a good decision brilliantly
Finding the right way to make a statement can feel like a fine line. But with careful consideration, internal discussions, and an assessment of your organization’s unique contributions, your brand can help make the world a better place.
Updated from a March 2022 article.
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Cover image by Joseph Kalinowski/Content Marketing Institute