Good morning Marketer, amid social unrest, how should brands respond?
Historically, big brands are apt to play it safe when it comes to taking a side on political and social issues. While that narrative has shown signs of change over time, the conventional wisdom has largely remained: Stay out of it.
But at a time when silence is no longer an option – and consumers, activists, and public figures are speaking out – brands are increasingly expected to take a stance on social and political issues. A recent Washington Post poll found that 74% of Americans support the Black Lives Matter (BLM) and anti-police brutality protests, but beyond this general support, there are more complicated views on whether brands should be speaking out – and about which issues.
One of the other challenges for brands, as a January Morning Consult survey showed, is convincing audiences that their positions are authentic or sincere. A plurality of consumers (42%) said companies “try too hard to make it seem like they care about things besides their own bottom line.” Another 22% said they “didn’t know” and 36% were supportive of brand activism.
While pressure to take political positions has been growing for some time, the urgency to speak out could be a watershed moment of sorts. Brands that went all-in on BLM and the protests will be expected to equally stand up for other issues going forward. As our own editor, Greg Sterling, puts it, this could be the start of a new and much more complex era of brand marketing.
Keep scrolling for more, including a Pro Tip on ad budgets and automated bidding.
Taylor Peterson,
Deputy Editor
