Making Brand Activism Count

Raconteur’s The CMO Show speaks with BlackMoss’ Craig Welch about the recent BLM movement, how brands should respond to social movements and who is getting it right in the wake of so much social change this year.

Against the backdrop of a worldwide pandemic, the May 25 killing of George Floyd has been the tipping point for a society already on edge. His death at the hands of a white police officer, coming after other recent race-related killings and centuries of discrimination against black people in U.S., sparked global outcries and protests denouncing racism.

The outcries have come not only from ordinary citizens, but from governments and brands alike (both B2C and B2B). Brands, which often remain silent when it comes to social justice issues, have made speaking up a "business imperative" following the killing of George Floyd.

In a recent podcast episode of Raconteur’s “The CMO Show,” host Benedict Buckland and Craig Welch of BlackMoss Partners discuss the role brands play in social movements. The discussion centers on the issue—should brands get involved in social issues due to their moral obligation or does it just make good marketing / business sense?

Key Takeaways:

When should a brand get involved in a social issue?

Brands are feeling the growing pressure to take a position on social issues that have become mainstream in our digital, partisan world. Before throwing your brand into the deep end of the pool, you need to ask yourself the following questions:

• Is the social issue in-line with your brand promise? Taking a stand on a social issue should always be authentically and organically related to the actual mission and purpose of your brand.

• Is the social issue aligned with your customers’ values? When a brand understands the core values of its customers then it can put these insights into action.

• Is the social issue important to your employees? Employees want to work for brands that align to their social values. A recent study found that 75% of Millennials would take a pay cut to work for a social responsible company.

• Is the timing right to get involved? The timing and the platform where a brand takes a stand is often more important than the message.

Brands that take a stand today need to back up their words with action.

While many brands are speaking out on racial inequality because they know the costs of silence are high, they will discover that the costs of “woke washing”—appropriating the language of social activism into marketing materials, for instance—will be very high if they don’t back up their words with action.

Purpose oriented brands drive commercial results.

According to a Deloitte research study done in 2019, purpose-oriented brands have higher productivity and growth rates, along with a more satisfied workforce who stay longer.

The Bottom Line…

What the significant global response to the killing of George Floyd has demonstrated is that the conversation around whether a brand should step up and take a stand on social issues is over. The new focus is around action. Brands cannot announce their stance without taking meaningful steps to practice what they preach.

Craig Welch, Partner
craig@blackmosspartners.com