The Growing Expectation for Brands to Take a Stand
A controversy arises. As a brand, do you wait until the issue fizzles out? Or do you say and do something immediately? Spoiler alert: hiding under your desk rarely works.
Welcome to the new reality of brand activism, where businesses actively promote or fight social, political, economic, or environmental reform. This practice is about taking real, public stances, and it’s crucial because consumers are investing in it.
Consumers want to know that the brands they buy care about more than profit margins — they want to see that you’re not just selling but also paying attention.
Taking a stand, however, isn’t without risk. If you speak up, you may face boycotts or bad press. If you don’t, people may see you as complicit or cowardly. In this era of cancel culture and callouts, navigating controversial issues has become one of the biggest marketing tightropes.
It’s like walking a tightrope in roller skates—tricky, but not impossible (and hey, we love a challenge). Let’s walk it together, shall we?
Understanding When to Take a Stand
Your Brand’s Core Values and Purpose
Before you pick up the protest sign, ask yourself: Does this issue align with who we are as a brand?
Brand authenticity starts with knowing your core values and why your business exists in the first place.
If sustainability, equality, or freedom of expression matter to you, you’ll want to take positions that reflect and reinforce those ideals.
For example, say you sell hiking boots and suddenly talk about offshore tax havens with zero context or history of financial activism — it will feel random at best and opportunistic at worst.
If it doesn’t make sense, don’t do it.
Your Stakeholders’ Expectations
A study pointed out that 65% of consumers believe companies should speak up, even when the issue is sensitive or controversial. Only 15%, however, said brands should tackle religion, and just 27% felt that way about international conflicts. Meanwhile, 55% supported fighting climate change.
Not every issue, then, is your issue. As such, you must understand what your community cares about. Remember that silence on one issue might also be fine, but silence on another could come off as complicity.
When you know your words (or silence) can shape perceptions and spark real consequences, use them carefully and with intention.
Preparing to Take a Stand
Let’s say you’ve decided to go all in. Now what? It’s time to put on your superhero cape (eco-friendly fabric, of course) and make a plan.
No, you don’t go online and post a fiery tweet. You create a game plan. Take the following steps to make sure you’re ready:
- Step 1: Do Your Research. Educate yourself so you don’t spread misinformation or oversimplify complex topics.
- Step 2: Engage Your Team. Everyone from the CEO to customer service must know because mixed messages quickly kill your credibility.
- Step 3: Develop a Clear, Consistent Message. Ambiguity confuses, and clarity converts. So, say what you mean and mean what you say.
- Step 4: Prepare for Crisis Management. Even with the best intentions, fallout is still a possibility. Decide how you will respond to backlash when it happens.
How To Communicate Your Stand Effectively
How you communicate is just as important as what you communicate. Here are the right ways to share your message with the world:
- Choose the Right Channels and Formats: Should you post a photo on Instagram and Facebook or a video on YouTube? Pick the platforms and formats your audience uses and consumes. Don’t just shout into the void—find your people and give them something to cheer about.
- Balance Passion With Respect and Inclusivity: Be bold, yes, but also be thoughtful. Don’t alienate people for the sake of sounding woke.
- Use Storytelling: Humanize your position by sharing real stories, voices, and experiences. Stats are cool, but stories are what connect people and brands.
- Be Transparent: Tell your community where you are in your brand’s journey! Own what you’re doing and what you’re still working on.
Case Studies: Brands That Navigated Controversial Issues Successfully
Patagonia
In a time when consumers are demanding sustainability, Patagonia has made brand activism a core business strategy. From suing the U.S. government over protected lands to advocating for climate policy and launching their “Worn Wear” reuse program, they’re not afraid to ruffle feathers!
Of course, the brand gained some haters from their moves, especially the political ones. Still, there’s never a disconnect since everything it does is rooted in a deep, consistent commitment to environmental action.
REI
REI rocked the retail world when it launched its #OptOutside campaign, closing stores on Black Friday and encouraging people to spend the day outdoors. In an industry obsessed with sales, it was really bold. But it worked!
The campaign resonated deeply with REI’s values of environmentalism and outdoor exploration. More than a stunt, it was a statement that built a fiercely loyal community.
Managing Risks and Challenges
Not everyone wants your opinion. In fact, many consumers don’t want brands chiming in on anything! Again, navigating controversial issues is so tricky.
You can expect to get dragged on social media when you insert yourself into heated debates. Unfortunately, some have and never recovered. What should you do if you find your brand in such a situation?
Firstly, never go for performative activism or greenwashing. Brand authenticity will take almost all the load of backlash off your shoulders. Next, don’t let negative feedback paralyze you. Monitor sentiment and respond quickly but tactfully. Don’t backpedal unless you truly missed the mark!
Lastly (and most importantly), keep showing up. Brand activism isn’t a one-time campaign but a commitment.
The Long-Term Benefits of Purposeful Brand Activism
Trust and Loyalty
Brand Differentiation
Meaningful Social Change
Author and philosopher Julian Baggini said it best, learning from J.L. Austin’s “speech act”: “Words do not only convey information, they can actually do things.”
Embracing Purpose with Courage and Care
Brand activism isn’t a walk in the park. If you take this approach, make sure it’s with courage, clarity, and authenticity. Know your purpose and people, and make a move. Sometimes, the boldest thing you can do is give a damn — loudly.
Is your brand ready to take a meaningful stand on issues that matter? Aliste Marketing helps purpose-driven brands craft authentic, impactful communications that resonate with your audience and uphold your values. Contact us today to learn how we can guide your brand through navigating controversial issues with confidence and integrity.
