The rise of consumer consciousness spells new risks and rewards for brands. Here’s how to take action.
Is it time for your brand to take a stand?
In an era where technology and society are evolving in a crucible of debate, divisiveness and social impact, CMOs across the country are increasingly turning to politics when it comes to defining their brand behavior. Campaigns are radicalizing. Commercials have become calls-to-action. And talking policy in business has gone from taboo to totally on-trend.
The evidence is everywhere. In 2018, one in five Americans reported participating in some form of political rally. Meanwhile, brand #boycotts continue to spread like wildfire across the Internet, while consumers increasingly call for companies to join in on social calls to action.
In fact, engaging in effective brand activism can create major moments for savvy brand managers, from helping to raise awareness, to building consumer loyalty, to helping new players in the business differentiate from the long-standing competition. But playing politics can also be a dangerous game for CMOs to play in today’s volatile environment–one misstep and brands can go from relative safety to total extinction.
Fortunately, we have some expertise in this arena, from our continuing human rights work with the Global Goals, to this spring’s exciting LGBTQ pivot campaign with MGM Resorts. Below, we offer five tips for brand leaders to effectively engage in this new age of radical branding.