A few years back, it was quite common for businesses to take positions on socially and politically sensitive matters. Following the COVID-19 outbreak, social uprisings, and natural calamities, customers urged brands to take initiative.
In no time, companies shifted from “staying neutral” to becoming a focal point of social media activism. They initiated corporate social responsibility programs and released comprehensive statements. They hurried to engage in any pertinent discussions surrounding social issues (or risk being boycotted), and seized every chance to showcase how they were “tackling” those concerns.
However, is activism genuinely effective when it serves as a vehicle for self-promotion and product sales? Consumers began to perceive brand activism as superficial. Many today would prefer brands focus on product quality and customer service rather than on taking stances on social and political matters.
This does not imply that brands should remain indifferent to global events, but it does suggest that they should be highly deliberate if and when they choose to speak out. During other times, brands should concentrate on what is within their control.
As Nathan Jun Poekert, CMO of General Idea and executive consultant, mentioned in our recent Navigating Social Media Management in an Election Year webinar, “Unless you can directly tackle the root of the issue, making a statement doesn’t add value to your brand.”
Continue reading to find out how influencers are shaping the future of brand activism and what you should take into account before making a statement.
Do consumers desire companies to take a position on social issues?
The brand activism pendulum has returned to its original position. Nowadays, consumers do not want brands to voice opinions on social matters. Over 60% of US consumers prefer companies to refrain from participating in politically charged discussions, marking a 10% increase since 2022. Notably, political conservatives are most vocal about wanting brands to stay silent—although even liberals are showing signs of fatigue with corporate activism.
By adopting strong positions, brands risk alienating audiences across the political spectrum, and the potential backlash can be too substantial to warrant the effort. Moreover, the benefits are meager. As indicated by The Sprout Social Index™, only 25% of consumers find brands that advocate for causes particularly memorable.
Influencers take the lead as proxies for corporate activism
The gap created by diminishing brand activism is being filled by influencer activism. A Q2 2024 Sprout Pulse Survey reveals that 87% of consumers believe influencers should speak out on causes that resonate with their values and take a stand on social matters—Gen Z and Millennials even more so.
This alleviates pressure on companies, but influencer-driven activism also carries its own brand safety risks. Many influencers may be ill-equipped to address most socially and politically sensitive topics, and some possess controversial online histories that could pose risks. This can quickly turn into a crisis for brands. The Q2 Pulse Survey indicated that close to half of consumers will unfollow a brand that partners with an influencer misaligned with their values.
The key takeaway is that any political or social positions your brand (or the influencers you collaborate with) take should resonate authentically with your values. Attempts at publicity stunts and insincere self-promotion will be quickly detected. Here’s a framework to determine when an issue is suitable for your brand to address.
A framework for determining when to take a stand
To be clear, in most scenarios, we don’t advise brands to take stances on social issues. Jun Poekert was unequivocal in his stance: “I recommend that most brands don’t actively join the narrative surrounding global events.”
However, there are specific occasions when doing so is warranted. For instance, if an event significantly affects your community. Read ahead for the questions to consider before issuing a statement and examples of particular scenarios that contradict best practices.
Evaluate your brand and industry
In certain industries, engaging in global discussions aligns well with the organization’s mission. For example, brands in the nonprofit domain may speak out regarding legislation detrimental to their communities. In creating political content, these organizations should prioritize impact over party affiliation and ground their arguments in facts rather than emotions.
For brands in other sectors—like retail, technology, or tourism—the general consensus leans towards maintaining silence unless your audience actively calls for it. Resisting the urge to react can be challenging when strong personal convictions are present. Yet, impulsive responses could alienate segments of your clientele on either side of an issue.
Jun Poekert cautions, “You’re much more likely to cause harm by engaging politically. If you alienate or irritate your audience, you risk losing them for an extended period.”
Recognize audience expectations
As previously mentioned, most consumers prefer brands to refrain from expressing political and social views. Period. The instances where audiences do want brands to make a statement will be exceptions rather than common occurrences.
“Numerous brands that have inserted themselves into culturally or politically charged situations have found themselves under fire on social media. You run the risk of facing significant backlash. Can your business withhold such scrutiny?” Jun Poekert poses.
Brands must closely monitor their audiences. Generally, consumers expect brands to act only when a social issue directly relates to the brand’s community, offerings, or services.
Jun Poekert elucidates that social media provides insights that can highlight potential crises: “Utilizing social listening tools aids in examining specific topics, keywords, and sentiment trends to grasp current dialogues and their relation to your brand. This is invaluable for detecting budding brand crises early. Consider beauty brands criticized for lacking inclusive product lines.”
Analyze the direct impact on individuals
If your company (including its locations, employees, supply chain, etc.) is directly affected by an event or issue, you should make a statement and take action. Ultimately, prioritizing human concerns is vital.
“You must approach it with a focus on supporting individuals—your customers, staff, communities. Don’t align with a particular political party or organization, focus on people,” Jun Poekert emphasizes.
A robust crisis communication strategy enables you to refine your messaging before a crisis strikes, ensuring you resonate well with your audience. Having prepared action plans and statement templates in advance prevents minor issues from escalating into major crises.
3 case studies of companies effectively taking a stand
While the framework discussed here can apply across various situations, a universal playbook for brand activism doesn’t exist. Rely on your mission, values, and identity for direction. Here are three brands to draw inspiration from.
Patagonia: Protecting our home planet
The outdoor apparel brand Patagonia was recognized as the most respected brand in America. Everything they do aligns with their mission: “We are in business to save our home planet.” This philosophy extends to their online presence and social media efforts. As Lauren Henshaw, Digital Community and Impact Manager of Patagonia Europe, noted, “We constantly ask ourselves: How can we utilize digital platforms in ways that are aligned with our mission and values?” For Patagonia, that means opposing harmful legislation and promoting sustainable consumption.
During Sprout’s webinar, How Patagonia Leads from a Foundation of Authenticity and Community, Henshaw elaborated, “In Patagonia’s community, we aim to connect individuals with conscious consumption, activism, and outdoor experiences and sports. We’re not focused on return on investment; our priority lies in the long-term success of something that’s difficult to quantify: Our reputation, credibility, and mission to preserve the planet.”
Incorporate it: Given Patagonia’s strong political and social commitments, addressing environmental justice is not a secondary consideration or an instance of greenwashing. Patagonia has a well-established history of grassroots environmental activism, significant donations, fostering awareness around public lands, and empowering community initiatives.
To fully embrace corporate activism efforts, brands must do the groundwork that substantiates their pledges, foster partnerships with organizations on the front lines, and infuse their fundamental ethos into every action they take.
Glossier: Mobilizing voter participation
Glossier is uniquely situated to discuss social and political issues that affect women. The beauty company boasts an all-female executive team, with women constituting a major part of its target audience. Glossier candidly discusses their advocacy for women’s rights and encourages electoral participation.
They recently re-launched the “I’m Voting” sticker campaign aimed at motivating their audience to participate in the 2024 US presidential election.
Furthermore, the brand amplified its message through an outdoor advertising campaign that not only promoted their “You” fragrance but also served as a call to action for voters in key swing states. In recent years, this women-led brand has taken a firmer stance on women’s health issues. However, it is essential to note that the comment sections on their mostly bipartisan, slightly progressive posts can sometimes turn contentious.
Apply it: Glossier’s recent initiatives illustrate how brands can advocate for issues affecting their audience while avoiding overt political ties. Although it requires careful navigation, Glossier achieved this by focusing on a universally relevant issue (e.g., encouraging women to vote). If your brand finds it appropriate to engage in a contentious topic, seek ways to appeal to a broad audience rather than alienating certain groups. While some criticism may still arise, it will likely be less severe.
The Innocence Project: Encouraging activism
The Innocence Project, a nonprofit organization, leverages social media to inspire advocacy that leads to the exoneration of wrongly convicted individuals.
Meghan Nguyen, Digital Associate at the Innocence Project, shared, “Back in 2022, we endeavored to get a woman named Melissa Lucio off death row in Texas. We mobilized our followers to contact politicians and advocate for her release. Two days prior to her scheduled execution, an indefinite stay was granted. We couldn’t have achieved this without our followers and influencers. We have witnessed the profound impact social media can have in fostering life-saving connections.”
Social media doesn’t merely serve as a distribution channel; it is integral to The Innocence Project’s overall strategy. It is the platform where they share updates on exonerations, inspire donations, encourage volunteerism, and promote real-time awareness that helps save innocent lives.
Incorporate it: Organizations like The Innocence Project inherently engage in political issues. By utilizing factual information to educate their audience and employing human-centered storytelling, the organization successfully amplifies its work and mission without alienating potential supporters.
There remains space for purposeful brand activism
When addressing social concerns, companies must approach the topic thoughtfully—balancing genuineness with audience expectations.
While activism can bolster credibility for certain brands, missteps or insincere gestures can rapidly undermine trust. The framework provided in this article offers straightforward guidance: Focus on issues that directly affect your community, prioritize human interests, and ensure your actions are in line with your mission and values.
Ultimately, remaining attentive through social listening and preparing proactive crisis communication strategies guarantees your brand stays aligned with its purpose and resilient against scrutiny.
Looking for detailed guidance on implementing advanced social listening? Check out our social media newsroom model guide and template.
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