My career B.C. (Before Codeword) was spent on the digital front lines of reproductive rights in the South (you can donate to that fight here). So I’m no stranger to crafting content around crises while navigating tense online spaces. And, let’s face it, most brands either suck at sounding like human beings, or say nothing then upload the Pride version of their logo on June 1.
There’s a better way! Here’s how to speak out as a brand:
- Get in on the ground floor: Speaking up early reads like conviction; speaking up late reads like risk management. The brands that show up before headlines peak are the ones people trust. Wait too long, and you’re reacting instead of leading. Audiences can tell the difference.
- Say something…: I’ve heard “who cares what a brand thinks?” countless times, mostly from executives avoiding shareholder smoke. In reality, audiences care deeply about the values of the companies they invest in. You don’t need to be the perfect spokesperson, just keep it simple: be specific about what’s happening, lean into your values, and provide a clear call to action.
- …and back it up: The only time I’ll advocate for silence is if you aren’t willing to walk the walk. For example, if you wanted your company to respond to the ongoing crisis in Minneapolis, announcing donations is great, but you should also offer staff time to volunteer or match donations to on-the-ground work. If your advocacy is performative, your audience will (rightfully) drag you. Give them a reason to believe you.
Sticking your brand’s head in the sand may feel safe. But business-as-usual is what got us here. Brands must show up for human beings, not just bottom lines.