What today taught me about Brand Authenticity, Activism and Action
As soon as COVID19 lockdowns began, consumers were inundated with “Stay at home, but don’t forget to buy our product” marketing messages. The positive message they should have been sharing felt slapped onto their existing marketing. It didn’t sound like the brands cared about consumer safety, it sounded like they just wanted consumers to buy their product. It was transparently disingenuous.
Today, brands are (rightly so) speaking up in support of Black Lives Matter. I’m not the only person who thinks this the right thing to do; 60% of the US general population believe that brands should publicly speak out on systemic racism.
My concern is that many of these brands are once again being disingenuous - they are simply attaching a black lives matter banner to their website and changing their profile pictures on social media, without doing anything different. They are shouting: “Black Lives Matter, buy our product”
Rather than activism, they’re participating in performance activism - “well-intended political gestures that overall have no real substance”. This isn’t enough for the majority of today’s consumers
How can your brand show your support in an authentic way? How can you become a true ally?
I am still learning this myself, I can do better. But here are three things I have learned in the last 3 weeks:
1: Authenticity - Speak To Your Values
Not only am I a movie fanatic, I truly love the cinema going experience; nothing beats experience a story with others. Since August 2017, I have been an AMC Stubs A-List member. Yesterday I canceled my membership. Why? AMC announced that they are reopening with new safety and cleaning policies but won’t require customers to wear face masks to avoid ‘political controversy’. They have tried to keep everyone happy, and the backlash was swift. 24 hours later, they are reversing their position, but the damage has been done.
There’s a broader lesson here for brands: if you’re trying to please everyone, you’ll please no one.
If you are wondering what you should do, the first thing to do is focus on your values. Your brand's values are a guide on how your company should run, and they should also guide your messaging and actions during this time.
Quick activity for you:
Think of the values that drive your company and are integral to your brand
Write down how those values apply to this moment
Let’s say that value is ‘being honest, open and ethical’. It is clear that an open, honest conversation is needed about systemic racism is needed - that is why you want to voice your support to the Black Lives Matter movement.
You’re not only saying you support Black Lives Matter, you are clearly telling us why.
2: Activism - Say It Loud, Say It Proud
People are attracted to brands who share their values. In fact, 71% of consumers prefer buying from companies aligned with their values. It’s one thing to have those values, you need to say them proudly
One of Ben and Jerry’s core values is “We strive to show a deep respect for human beings inside and outside our company and for the communities in which they live.” This value is embedded across the company. When moments arise that warrant it, B&J are not afraid to shout about it.
This is a screenshot from their website - not sure how they can be any more clear
Today, Juneteenth, Ben and Jerry’s once again came out with another strong statement -
Their message about Black Lives Matter is consistent with their values. It’s honest and authentic. Unlike AMC, they are not going to backtrack on their statements - because these values are core to their business.
A lesson I learned a while ago is that the customer isn’t always right, the right customer is always right. In this situation, the right customer is the customer who shares your values. Ben & Jerry’s message may annoy and frustrate a lot of people, they may lose some customers. But do they care?
I haven't eaten Ben & Jerry's in years, but as we come into summer, guess what's the first brand on my shopping list.
3: Action - Continue the Dialog
Ben & Jerry’s authenticity and clear messaging will attract more customers who share their values. These customers will be passionate about the message and have a vested interest in the future of the brand.
However, sharing a message isn’t the end. People expect brands to not only talk about what they stand for but also how they stand up; investing in brand activism on issues that impact employees, customers, and their communities.
Businesses who say one thing and do another are being called out. It should go without saying, actions speak louder than words. Consumers are more likely to trust your brand if you take action in response to racial injustice.
Taking action is easier said than done though. There is so much that needs to be done to ensure representation within the business, in the marketing messages and in the wider community - but no one can do this alone.
No one expects you to have all the answers. Engage with the people who are attracted to your values and message, acknowledge challenges and shortcomings, and ask how you can make a difference. There's no better time to start than now. The result won’t just be a better business, it will also help build a better society.
