Political Correctness in Brand Identity
One of the greatest assets of any brand is its identity. In an increasingly globalized world, where it’s impossible to please everyone, brands seem to be somewhat reluctant to take firm stances on potentially complicated issues.
However, politically correct rhetoric—which, in short, says nothing—is no longer sufficient.
Consumers want organizations not to be afraid to take clear positions that are consistent with the principles they uphold, even if, at times, this means that a certain segment of the audience may not agree with that stance. Consistency is one of the values to keep in mind.
Let's look at the sexual harassment scandal involving Kevin Spacey. In light of the evidence, the Netflix It had no qualms about terminating the contract with the American actor, even though he was one of the company’s top stars. The alternative would have been to take a more cautious stance, saying something like, “We’ll wait until all responsibilities have been determined and act accordingly.” However, those kinds of practices are a thing of the past. As a result of the example mentioned above, Netflix was named the brand with the best reputation in the United States in 2018.
In conclusion, we can say that the best way to establish any brand’s identity is not to be afraid to take a strong and active stance on certain issues. Consumers value brands that take risks and remain true to their principles.