A Branded Response in a Time of Injustice

Written By Tina Caye
black lives matter protests in charlotte

Photo by Clay Banks on Unsplash

As the American Psychological Association has declared, “we are living in a racism pandemic”, which, as the aftershock of George Floyd’s murder sets in, is taking its toll on our Black citizens. 

For the last week, our country has been in a state of turmoil—erupting in protests letting our leaders know just how tired we are of the systemic racism that haunts our nation. Most businesses and brands have been hesitant to respond with a definitive statement fearing a foray into political territory.

You may be struggling to find your footing in this situation and looking for how to approach a response. We offer the following considerations for the current crisis we’re facing and key reflections from brands that have done it well and those that haven’t. We hope this will help you take a position that conveys your message clearly and reaches your audience in the most empowering way possible.

Do:

Know what you stand for - and stand for it.

Be in touch with your consumers and those close to your work and know what they need, who they are and when it’s time to take a stance. Reebok did it right this time with their recent Instagram post. They acknowledge that without the Black community they would not exist and they know this is their time to speak up. You don’t have to be vocal on every issue, but when you do make sure it’s what you really stand for. Which brings us to our next point:

Be Authentic. 

Say what you’re really feeling. The words will never be perfect but engaging in an uncomfortable conversation is much easier if you are being true to what you believe. And people are more likely to forgive you if you don’t get it right. 

Be Consistent. 

Follow your words with actions. If you’re able, donate money to organizations that support the cause, put media dollars behind your message to push it far and wide rather than post it on social media and hope it shows your support, build a relationship with the Black community to understand and add context to your empathy.

Don't:

Stay Silent.

Many times businesses avoid the conversation altogether because it’s uncomfortable and there is a fear of being seen in a light that could alienate a population of their customers. If you’ve followed rule #1, then standing for this is something real for you. Do it and pay the price of those few customers you may lose for taking a stance. But we would bet that it’ll pay dividends with the people who agree with you and give you a more loyal customer base in the long run. The words of Dr. Martin Luther King remind us: “In the end, we will remember not the words of our enemies, but the silence of our friends.”

Feign a perfect record. 

If you’ve mucked it up in the past - SAY SO and acknowledge a shift in the perspective. A good example here is Nike’s recent response and the clap-back received.

Trivialize social justice. 

Remember when Pepsi had the ad of Kendall Jenner stopping a riot by giving a police officer a Pepsi? Yeeeaah...not a good look. If you’re going to talk about it, make it real and don’t make it about how you could solve it with your product.

Use ideas that can be misinterpreted. 

Be clear. Be honest. If you have to explain it, it will not work for at least a portion of the audience. Look at it from every angle and ensure you’re sending a direct and explicit message about your stance.  

As we navigate this together and look for the best ways we can each support the Black community in our nation and beyond, we hope to find the best (not right) words ourselves. We stand with our friends, neighbors, and colleagues to offer our support, our willingness to fight for equality and justice, and vow to use our privilege to help create a better future. We would love to hear from you for how you’re using your brand’s voice to speak out in this time. 

As Desmond Tutu once said, “If you are neutral in the situations of injustice, you have chosen the side of the oppressor.” 

Tina Caye
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