• by Leslie Pascaud , Columnist, February 22, 2018

A year ago, many of us were surprised to discover how fragmented our nation had become. Since then, the cracks in our cultural and social edifice have only deepened. Profound tensions are affecting people the world over, and marketers are far from immune to these seismic shifts. As truth becomes weaponized and more difficult to decipher, people are striving to understand and defend what they believe to be right. Brands must do the same, or risk irrelevance.

The democratization of information has given the average individual the ability to voice opinions at scale. This new form of 360-degree resistance is elevating consumer expectations of companies across every avenue of impact. Brands are finding themselves under scrutiny, not just for their mistakes, but also for their unwillingness to support those who are speaking out.  When the L’Oréal-owned prestige brand Lancôme cancelled a Hong Kong event that featured pro-democracy activist Denise Ho, the brand’s buzz score plummeted along with its intent-to-purchase score.

The public is growing increasingly savvy, able to identify and influence events by wielding power strategically at the greatest point of impact. It expects brands to do the same and will not tolerate lip service paid to important issues. No longer can financial institutions run CSR campaigns encouraging their clients to go paperless without also managing their investment portfolios in a socially responsible way.

As investments are the most powerful tool that financial institutions can wield, people expect them to exercise their leverage. Of course, in doing so, brands risk alienating those on the other side of an issue. But times of cultural upheaval necessitate adapted behaviors. Attempts to stay out of the fray and remain neutral on values-related issues are no longer an option. People see silence itself as a response. 

To help brands navigate these challenges, here are five key insights to keep in mind: 

• Brands must own something deep that rings true at their core Purpose is rooted in fundamental beliefs about the way the world should be. Brands should find a purpose worth fighting for.

• Brands must connect their purpose as directly as possible to their business Purpose is more than words on a wall. It is a call to action. As such, the brand’s core competencies should be leveraged to deliver the purpose through all key touch points.

• Brands should be prepared to act quickly Consumers are swift in condemnation, so brands must keep pace, and even stay ahead. This requires internal channels for crisis review and a plan to escalate concerns with the authority to act decisively. When a company is clear about its values, the imperative to act can move up the corporate chain of command more quickly.

• Brands should err on the side of human instinct Moments of cultural crisis necessitate a human response. That means trusting your gut, not consulting your bottom line. The uncomfortable truth is that being called on the carpet necessitates a sincere response. Inauthenticity smells bad. 

• Brands must be prepared for the cost The larger and more diverse the consumer base of a brand, the more likely it is that its response won’t be loved by everyone. Brands must be prepared for backlash. However, by acting courageously on behalf of its core purpose, a brand will stand tall as its critics stand down.

As consumers increasingly demand courageous brand commitments, the above guidance can help companies successfully traverse the difficult no neutral zone in today’s land of purpose.