You probably don’t need me to tell you that these are turbulent times. Every day, the newspapers are filled with nerve-wracking stories of chaos in Washington, D.C. — not to mention climate change, political instability from Kenya to Syria to Venezuela and beyond, and disruption in once-stable industries. The dollar is in decline. A decade after the global financial crisis, banks are still mired in scandal. This week in particular, even nuclear war seems like a real possibility. Across the nation, from sea to shining sea, we cringe whenever news alerts pop up on our phone screens. We can’t help but worry: Where will we be in a year — or even just next month?
Recently, WE Communications did a study called Brands in Motion that examined both the rational and emotional drivers that motivate consumers and their choices in today’s environment. When asked who was responsible for creating stability during uncertain times, 63 percent of respondents in North America pointed to the government. And so, I wonder: If the government can’t provide a stable environment, who can?
Brands can, as it turns out — especially if they step up and take a stand on important issues. Forty-eight percent of our global survey respondents said they think brands can provide stability in uncertain times — and in North America alone, 81 percent of people who were asked if brands can provide stability answered “yes” or “maybe.” More than half of our respondents also believe that brands should take a stand and share their point of view on important issues — especially those that directly affect their consumer base. (And the younger the respondent, the truer this seems to be: 59 percent of millennials and 55 percent of Generation X-ers agreed with this claim.)
What does this mean for our clients? Here in the U.S., especially in B2B product categories, customers are increasingly shopping with their values — not just their wallets. That means as communicators, we have a job to do. Yes, we must continue to communicate clearly the features and benefits of our clients’ products and services. But now, more than ever before, we need to account for emotional drivers as well. Customers are asking brands to take a stand. It’s no longer a question of if they should — it’s how they should.
Brands can no longer expect to sit on the sidelines, disengaged from hot-button issues. Today’s customers don’t want their brands to feign neutrality; instead, they embrace tangible action. Brands aren’t just selling products anymore. They’ve got to have a purpose, too.
Here are three things brands should consider as they stand up to stand out to customers:
- Be authentic. Sticking to your values is key to driving the emotional customer engagement that will help build brand loyalty.
- It’s all about action, not lip service. Talking about the issues is usually not enough; companies must demonstrate their support through specific actions.
- Embrace motion. There are many factors outside your control: regulations, economic conditions, moments of crisis and more. Brands must pay attention to how these factors are affecting the mindset of their customers, and they must be able to act in the moment to adjust their approach when it’s necessary.
Sure, there’s risk involved when brands become activists. But when it’s done authentically, and is true to a company’s heart and soul, purposeful social engagement can be great for business. It can also make a real difference in the world. Here are some great examples of brands standing up to stand out:
- Earlier this year, in response to President Trump’s proposed ban on immigration from seven Muslim-majority countries, tech brands like Microsoft, Apple, Netflix, Uber, Airbnb and Tesla Motors took a stand. Apple’s CEO went to Washington to express his concern to GOP lawmakers. Some 2,000 Google employees, including CEO Sundar Pichai and co-founder Sergey Brin, rallied against the ban. And Microsoft CEO Satya Nadella took a very principled approach, speaking out publicly in defense of what he calls “the fundamental greatness of the United States.” As he told company employees, “There is no place for bias or bigotry in any society, in any context. That’s where we start from. We will always as a company stand for that diversity and inclusion. And we’ll keep pushing at it, pushing at it, and making progress. That’s core to who we are. That I believe is core to what America is.”
- The values that these companies displayed in a time of need strengthened customer loyalty and showed consumers that brands are more than just a logo and a slogan — they have a heart, too.
- After the new Secretary of the Interior announced a plan to abolish the Bears Ears National Monument in Utah, outdoor sporting goods companies like Patagonia and Arc’teryx joined a boycott against this year’s Outdoor Retailer industry showcase in Salt Lake City. The companies also made substantial donations to the Public Lands Defense Fund. This commitment to the environment offers new value to consumers: a reassurance that people, and the public good, matter more than profit.
- And some of the technology industry’s most prominent companies and leaders stood up and voiced their opposition to President Trump’s recent announcement of a ban on transgender service people in the U.S. military. Tech leaders, including the CEOs of Google, Facebook and Salesforce, quickly responded, issuing statements in support of LGBT equality and denouncing the ban as discriminatory.
From this handful of examples alone, it’s clear that the adage “it’s business, not personal” just doesn’t hold true anymore. Today, brands need to prove themselves by standing up for their values — and when they do, they can be a force of stability for us all.
Melissa Waggener Zorkin is the CEO of Waggener Edstrom Communications (“WE”). Seeing communications drive true impact in the form of shifting behaviors, changing minds, people trying new things – that’s why I’m here, that’s why I do what I do. Follow her on Twitter @melissawz.
