Brands Speaking Up: 5 Considerations Before Wading Into Thorny Issues

 

My brother’s friend was waiting in a long line to grab a donut and a coffee at a popular Cape Cod bakery when a man loudly pushed through the door, and cut past everyone. “Sorry but I’m in a rush. I just need two blueberry muffins.”

 

Unmoved, the employee at the counter sent him to the back of the line. But his obnoxious attempt wasn’t lost on the other patrons. 

 

When my brother’s friend finally reached the counter, he told the staffer, “A glazed donut, large coffee … and every blueberry muffin you have.”  As he walked out with a couple dozen muffins he didn’t really want, he smirked at the impatient customer, now pissed off and empty-handed. Message sent.

 

If a stranger is being a complete jerk and violates some unspoken social law, most of us have a quick internal debate: Say something or let it slide to avoid a confrontation that will embarrass our spouse or kids, and maybe start a fight?  

 

But what if you’re an organization that sees an issue bigger than an obnoxious patron?  Do you speak up? It depends on the issue, your company values, your brand community and your appetite for pushback.

 

In a bit of a reversal from even a year ago, a survey by Gallup and Bentley University found that fewer than 40% of adults think businesses should comment on current events. They’re ok with a business speaking up on climate change (54%), mental health (53%), and diversity, equity, and inclusion (53%). Not so much on gun laws (32%), immigration policy (31%), international conflicts (24%), abortion (20%) or political candidates (17%). Though it depends on which portion of the American public you ask. Younger people, women and those who lean Democrat, more than other groups, want to know your beliefs.  

 

The war in Gaza ignited a passionate response among millions, including college students, faculty and donors across America’s college campuses. Students were arrested, commencements were canceled, endowments were threatened.

 

College administrators faced unyielding criticism for what they said and what they didn’t. By disciplining protestors, they were accused of stifling free speech. By waiting too long to speak out, they were accused of endorsing anti-semetic behavior. Presidents were called before Congress and their testimony largely was not helpful. The presidents at Columbia, Harvard and Penn eventually lost their jobs.

 

Subscribing to the belief that the best way to win a fight is to never get in one, Harvard announced it was bowing out of the conversation. Not just around the war, but any social or political conversation. The new policy says that “the university and its leaders should not . . .  issue official statements about public matters that do not directly affect the university’s ‘core function’ as an academic institution.” If they saw something they didn’t like they’d keep it to themselves and stay focused on the business of running a university. Head in the sand or smart business? It depends on your perspective but they were right on one thing – develop a policy and don’t just wing it when an issue arises. Start by asking yourself these five questions.

 

Who are we?

Review those Mission, Vision and Values statements on your website. Does the issue intersect with who you are as an organization? If you say you stand for something but then stay silent when there is a highly visible affront to those brand values your credibility will be questioned. And once that trust erodes it’s hard to get it back, especially from your true believers. 

 

Is this relevant to our business?  

Does this issue directly impact your core business?  A tech company might feel compelled to speak out on the regulatory debate around the growth of AI, but may not be so inclined to weigh in on immigration. Schneider Electric is considered one of the most sustainable companies in the world. It is in their DNA. So they are on good footing to speak out on issues around clean energy and the environment. 

 

What does our community think?

What does your brand community expect from you? It won’t be unanimous but if you know how they feel it will help guide you. If you don’t, begin paying closer attention to who they are and what they value, not just what product style they prefer.  Don’t fake it just because your audience wants to hear you.  Perceived insincerity can lead to backlash and damage to a brand’s reputation. Hello, Pepsi. 

 

Can we live with the backlash?  

With relentless vitriol on X or boycotts of your products, there is potential pushback around every corner if you’re big enough and you speak out. Some brands will hold strong. Others will step away from the fight. Not only did John Deere, Tractor Supply and Harley Davidson decide to lower their voices on what some call “woke issues” but they are also abandoning their DEI policies because the kitchen got too hot. Know your level of pain tolerance before you step into the fray.

 

How can we help the situation?

Maybe my brother’s friend caused collateral damage by depriving everyone who craved a blueberry muffin that morning, but he took action that he knew would send a more effective message than a curse-filled exchange. Brands can do the same. Words can be cheap but taking action to advance a cause will have real meaning. A brand that advocates for sustainability, for instance, better make sure that its supply chain practices reflect this commitment.   

 

Stay true to your business mission, be a good corporate citizen, and engage in issues that are directly relevant to your brand. By doing so, you can navigate the complex landscape of public discourse with integrity and purpose, ensuring that your actions support long-term goals and further cement who you are and what you stand for. Just make sure you use your eyes and ears before your voice.