Search for “social justice and brands,” and you’ll see plenty of instances of companies that find themselves in the midst of controversy over situations and events about which consumers would not previously have had issues. Some brands seem to have fewer hiccups than others, but there is not necessarily a “one size fits all” response.
For example, in February 2022, after the Florida House of Representatives passed the Parental Rights in Education (also called the “Don’t Say Gay” bill by detractors) to ban discussion of sexual orientation and gender identity in schools through third grade, Disney caught some heat for not taking a public stand on the issue. In late March, after the bill was signed into law and a group of Disney employees participated in a walkout to protest the company’s reaction to the bill, Disney issued a public statement that it would fight to repeal the new law. However, the company’s new stance brought different criticism and retaliatory measures from Florida’s Governor.
Authenticity is a buzzword…but it’s not easy
Consumers today want their brands to care about the issues that are important to them. But customers also will let brands know when they think their messages are just posturing for the ‘Gram. In 2020, when corporations rushed to flood their social media channels with messages that “Black Lives Matter,” consumers and media questioned whether a particular company policy was just talk to score political points and was not actually reflected in the company’s actions. With all the information available about corporations, consumers are smart enough to call brands out when their social media posts don’t match the company’s previous stances and, perhaps more importantly, the way the company uses its resources.
Consistency is key
Companies like Patagonia and Ben & Jerry’s have been in the social justice game for decades – just as Chik-Fil-A and Hobby Lobby have been consistent in their support for conservative positions. Taking a stand on issues comes from each company’s leadership, and no doubt each company has ongoing internal conversations about issues that are important to their brands.
Determining when to speak out and when not to is becoming one of the most difficult decisions brand owners can make. It might feel simple to say you would make different decisions were you in charge, but when you are handling large, global brands that appeal to a range of consumers, those decisions are actually quite difficult and may have little to nothing to do with the actual running of the particular business.
Consumers today are more and more savvy, and they have learned that they have some power by choosing to spend their money with companies that reflect their values. Meanwhile, more and more companies have leaned into political activism that reflect their own values. The decision to take a stand on issues is difficult for brand owners to make and the potential controversy that follows must now be a part of that decision making process.