The Need to Take a Stand
Brands today face a complex dilemma: taking a strong stance on sensitive issues, at the risk of losing part of their audience, or, alternatively, avoiding taking concrete positions, staying neutral, and choosing to remain “on the fence.”.
According to the report Edelman Trust Barometer Report In 2019, 42% of consumers said they did not know which organizations to trust. The same report also tells us that 76% of people believe that CEOs should take the lead in driving change and innovation rather than waiting for the public sector or another entity to do so.
This is a reality that communications professionals cannot ignore and to which they must pay the utmost attention. Adopting a more distant and cold style of communication can cause consumers to disengage from a particular brand. While always taking into account the cultural reality and history of each organization, communication strategies for the future must have as one of their main objectives the conveyance of a responsible message from a brand that aims to contribute in the best possible way to a more balanced society, with a view to fostering an emotional connection between the brand and its audience.
However, more than just words, it is essential that actions also demonstrate that same intention. The risk to an organization’s reputation from advocating certain positions but failing to act on them is quite high.
Civil society today expects a level of commitment from companies that it did not demand in the past. While companies could once choose to ignore these types of issues, the level of information available to the public no longer allows them to do so. It is now well established that, at the point of purchase, consumers tend to choose brands with which they identify and that address their concerns and support their causes. If we think, for example, of some leading organizations, we associate them with certain claim related to lifestyles or a corporate and community vision: the Just Do It from Nike, the Think Different from Apple or the Energy Creates Energy from Galp.
Reflections such as the one presented above show us how this apparent dilemma seems to have a fairly simple solution. The solution lies in adopting more transparent policies that help build a relationship of trust and closeness with customers and consumers. Communication, of course, plays a central role in this process. It is not enough to be socially responsible and committed; we must demonstrate this to those who matter most and incorporate these concepts into a strategic approach to visibility.
And you—have you ever thought about how your audience perceives your connection to your community? The answer may lie in a more effective communication.