In the wake of Tuesday’s election and the GOP wave that washed over much of the country, companies once again find themselves facing a shifting political environment.
Companies are more often expected by GenZ and Millennial customers and employees to take stands on social, political, and cultural issues. These have always been challenging waters to navigate. So after shifting to the left after 2020, what do you do in an environment where “woke is broke” (according to Maureen Dowd)?
The answer is much of what you hopefully did before: Focus on authentic customer engagement. Don’t be afraid. Stay rooted in your core values. Dialogue with your customers.
Here’s a quick roadmap for companies to engage with customers authentically and strategically in this evolving landscape. If you need help charting political risk and engaging with elected leaders, we’re here to help.
1. Stay Rooted in Core Values
A company’s values serve as its North Star, guiding it through all interactions and messaging. By aligning political or social stances with deeply held core values, brands can more clearly communicate why they are taking a specific position, even if it doesn’t align with every customer’s views. This approach ensures consistency and builds credibility.
- Define Clear Values: It might be a good time to review or re-establish the core values that represent your company. Whether it’s a commitment to diversity, environmental sustainability, or innovation, make sure these principles are truly guiding your company’s decisions.
- Speak Consistently: Reflect these values in all content, whether it’s in marketing campaigns, social media posts, or public statements. Consistency strengthens trust and helps customers understand your brand’s intentions, no matter which way the political winds blow.
2. Don’t be Afraid.
Don’t be afraid to engage. Surveys show that business leaders are still among the most trusted voices in a community. Events and politics will impact your business and it’s important to tell your customers and employees how policies do impact business.
We’ll expand on this later this week.
3. Understand Your Customers
A 2020 Sprout Social report found that 70% of consumers expect brands to take a stand on social and political issues. A lot has clearly changed since 2020. My advice has always been that companies do not need to weigh in on every issue. (Again, look back at Point 1.)
- Connect with your customers: Use surveys, social listening, and audience analysis tools to gauge your customers’ perspectives on key social and political issues. This data can help inform whether or not to address specific topics and the best approach to take.
4. Be Authentic and Transparent in Communication
Authenticity and transparency are paramount. Customers are quick to spot inconsistencies or insincere gestures, which can harm a brand’s reputation. Approach sensitive topics with a commitment to transparency, acknowledging different viewpoints where appropriate.
- Acknowledge Diverse Perspectives: If your brand takes a stance on a divisive issue, recognize that not all customers will agree. This openness can reinforce that your stance is based on values rather than divisive intent.
- Beware of “woke washing”: Don’t make a Black History Month post or two on social media, pretend you’ve done your part, and then not follow through with action. If it’s part of your brand values, great. If it’s just something you feel like you have to do or because your social media folks saw it on a hashtag generator, you won’t make either side happy. Better to sit things out and focus on your core brand.
5. Focus on Long-Term Impact Over Short-Term Reactions
In politically charged environments, it’s easy to feel pressure to respond quickly to news or social trends. However, maintaining a focus on long-term integrity and values over short-term gains can set companies apart. Nobody criticizes Patagonia or Ben and Jerry’s for their stances. It’s part of who they are.
- Take Time to Respond Thoughtfully: If a political event or trend directly impacts your industry or brand, consider the most meaningful way to respond. Take time to craft a message that aligns with your values, rather than feeling compelled to join a fast-moving conversation without a clear angle.
- Commit to Lasting Change: Instead of releasing a one-off statement, consider whether there’s an opportunity to make a longer-term commitment. For instance, if your brand speaks on environmental sustainability, commit to goals and provide updates.
Final Thoughts: Authenticity as a Brand Imperative
Navigating the political scene post-election will be challenging, but companies that approach it with authenticity, respect, and a commitment to their values are more likely to build trust and loyalty with their customers and community. By focusing on clear values, transparent communication, and meaningful engagement, brands can not only survive but thrive in a complex political environment. In the end, customers are most loyal to brands that are not only transparent but also genuinely reflective of the values they represent. If you need help navigating this rapidly changing environment, we’re here to help.