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The words and actions of brands – including yours – matter.
With increasing polarization in politics, healthcare and other cultural issues, you can increase your audience's loyalty by authentically representing your values and concerns.
According to a 2023 Bentley Gallup poll, more than half of young adults in the United States (ages 18 to 29) want companies to make a public statement on current events, compared to just 35% of those over 45.
How to know the right time to weigh yourself
No organization needs to acknowledge every problem. To decide when to speak up, your leadership team should consider these questions:
- Who are we as a brand? Does this topic relate to our vision or brand mission? Is it an important topic and do we have something meaningful to say? How do we show our audience that we stand behind our position?
- What do our customers and employees expect? Do consumers have questions or comments about our brand's stance on this issue? Do our employees want a statement from us?
- What do we stand for? What are the core values of our company? Does it make sense to say something or remain silent on this topic?
- What does our silence say? Saying nothing can sometimes say more than a statement.
- Who should say what? Generally, the CEO or leader of the organization should represent the position, but if people from marginalized groups or those personally impacted by an issue work for your organization, consider encouraging them to share their stories or give them a voice as well.
How to address your audience on social issues
If you want to speak out on a social or political issue, follow these tips to connect with your audience and learn from brands that do it well.
1. Be unique in your messages
When Martin Luther King Jr. Day rolls around each January, brands predictably post a version of his “I Have a Dream” speech on their social media accounts. Unfortunately, this message has become so overused that it barely resonates anymore.
Avoid the predictable. Be thoughtful and show vulnerability to deepen your connection with loyal customers.
Example: In 2024, Kaiser Permanente recognized Martin Luther King Jr. Day by sharing its past, present and future commitment to advancing equity and inclusion. In an Instagram post, the company wrote about its “Martin Luther King Jr. Days of Service” — a week-long event where Kaiser Permanente employees and physicians have the opportunity to volunteer in honor of King.
The company also highlighted lesser-known aspects of King's advocacy for economic justice and health equity in a blog post, underscoring Kaiser Permanente's commitment to social justice and health equity. The company's Chairman and CEO Greg Adams received the Dreamer Award for advancing a more just, equitable world and health care system.
2. Make the message relevant to your brand
Do you want to make a statement about a cause that aligns with your brand's values? Pause. Step back. Think about how you can say something in the most meaningful way possible. How does this cause relate to your brand? Acknowledging that connection will have a stronger impact.
Example: In the mid-1980s, Procter & Gamble had success with Peridex, a mouthwash used to treat thrush in patients with HIV/AIDS. But even though P&G sold the product to the LGBTQ+ community, the company had no protections for its LGBTQ+ employees.
P&G employee and activist Michael Chanak and his colleagues recognized the importance of this brand orientation and worked to change it. In 1992, P&G became one of the first Fortune 500 companies to include sexual orientation in its Equal Employment Opportunity Statement.
This 19-minute video celebrates the 20th anniversary of the campaign and P&G's ongoing commitment to the communities in which it operates. The message is consistent with the brand's values and enhances its reputation.
3. Be accountable to your audience
It's one thing to say your company is fighting for a cause, but it's better to show how it's doing it. And if your brand contributes to a societal issue, acknowledge how your organization is fighting it. Show your audience that you care about the issue and are working toward change.
Example: When Boston Medical Center faced criticism of racial inequities in health care, it acknowledged the problems and outlined its steps to address them in its 2023 publication, “Together @ BMCHS: Diversity, Equity, and Inclusion Year in Review.”
Boston Medical Center has also developed a glossary of terms related to equity, equity and belonging, and the DEI in Action website provides transparency about the brand's work to advance the mission within the health system and local community.
4. Providing resources to support the concerns
Go beyond statements. Providing resources or support to those affected by your issue will make your message more powerful.
Example: Johns Hopkins Medicine celebrated LGBTQ+ Pride Month with panels, workshops, and film screenings. The institution issued a statement of support, then took action. Its website includes links to resources offered through an employee assistance program to support LGBTQ+ students, staff, and faculty. It also includes a resource section for patients and families that focuses on mental health and self-care.
5. Don’t think you have to be political to take a stand
In a polarized political landscape, some people equate advocating for a social cause with making a political statement. But that doesn't have to be the case. Organizations can focus on making an impact on causes that don't fall on either side of the political spectrum.
Example: More than 600 hospitals have partnered with Vot-ER, a program that helps patients in emergency rooms and health care facilities register to vote. Vot-ER does not recommend how people should vote, but encourages patients to participate in democracy.
6. Make statements that are important to your audience
You don't have to take a stand on every issue. Your leadership team likely determines which issues are important to your brand and audience. You can help them by using your personas to see if the issue resonates with your audience. Of course, you may consider some issues so critical that it's worth raising your voice, even if some consumers don't agree with your position.
Example: The Jed Foundation's Love is Louder project engages its audience through stories, messages and offers to help youth with their mental health issues. It publishes content on social media and partners with media, brands and individual storytellers to make its audience feel seen and connected.
In this Instagram post, the foundation uses an image of someone spray painting a heart on a brick wall above the phrase “Love is louder.” The caption reads: “Stop scrolling for a moment. Close your eyes and take a deep breath in through your nose, exhaling fully before repeating this several times. Gently repeat the phrase 'Love is louder than _____' – fill that gap with whatever is weighing you down. Let go of what you don't need. Remember that you are love and you are loved as your day goes on. #loveislouder”
7. Think long-term
Don't be a one-shot when it comes to a social cause. Before you make a statement or post about it on social media, know how you will support the cause in the long term. Consider:
- Regular donations to specific charities
- Review your company's hiring and promotion practices
- Conducting internal training
Through ongoing action, consumers can better understand the commitment and intentions behind your words.
Example: There are no short-term initiatives here. Nationwide Children's Hospital is not only making a statement about the importance of access to healthcare. It is offering healthcare directly in schools.
The program underscores the hospital's commitment to fostering healthier communities over time. The long-term plan will have a lasting impact on public health.
Implementing a good decision brilliantly
Finding the right way to make a statement can feel like a fine line. But with careful thought, internal discussions, and an evaluation of your company's unique contributions, your brand can help make the world a better place.
Updated from an article from March 2022.
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Cover photo by Joseph Kalinowski/Content Marketing Institute
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
