There is no limit to the number of “hot topics” a company could choose when crafting their Brand activism strategy and as we approach the midterm elections, it seems as if it is ramping up to new levels. However, it is possible to be an activist without embracing divisive politics.
- Your policy should reflect the values of your employees and customers.
- You mean it
- Practice your policy at the right time
- You are willing to except any consequences
Examples of non-polarizing Brand activism
Lyft: offering discounted or free rides on election day to eliminate transportation problems that hinder people from voting.
Patagonia: giving their employees a paid day off to vote..
Snapchat: targeting the youth vote by partnering with TurboVote to enable users to register online.
Some issues to consider when pursuing a Brand activism strategy
- Will your company’s activism align with your core values?
- Did you consider the feelings and values of your customers?
- Will your customers believe there will be a consequence as a result of supporting your activisim?
- What is the potential impact of your Brand getting involved in political or cultural issues — both negative and positive?
- Will your employees support the stand and be engaged in your efforts?
- How will your activism impact your employee recruiting program?
Benefits of Brand activism
Supporting a cause can help you build loyalty and create lifelong customers who share your values. An emotional strength is built which may lead to a positive impact on your bottom line.
Wondering if Social Activism is Right for You?
Talk with your employees and brainstorm about a cause you can get behind. You won’t know until you try it, but as with any change to a Brand, making sure you thoroughly examine all the possibilities and outcomes if is of paramount importance.