April 6, 2022
Jumping on the ‘Brand-Wagon’.
Today’s consumers are well-informed and connected to world events and so too should be their brands.
Social media is not just an algorithmic marketing platform, it’s a social medium first, so if a brand is seen as blindly ignoring pressing social issues or worse - being hypocritical, consumers will vote in large numbers by taking their business elsewhere. Brand activism is literally ‘putting your money where your mouth is’ so it only makes sense to make decisions based on authentic values and beliefs, and do it thoughtfully, openly, and consistently.
Brands must act with integrity and demonstrate a positive world view. Showing the world where a brand stands is not without risks. To be a responsible global citizen sometimes a company will have to prioritize standing against tyranny or injustice ahead of immediate commercial concerns. It takes bravery and boldness to make a public and ethical statement. Jumping on the ‘brand-wagon’ simply because a social cause is ‘trending’ is short-sighted and may lead to missteps - consumers will see through it. Acting from a place of true compassion, and authentic values – and engaging with those inside the cause you choose to support – can create meaningful engagement, and maybe make the world a better place.