As consumers and employees increasingly push brands to take a stance on hot-button issues, the nature of brand advertising has grown far more nuanced. Today, advocacy is more than an extension of a brand's 'upper funnel' media campaign. It has shifted to a much deeper, more complex strategy to tackle reputation, not awareness challenges.  

Brands today are spending more time in a space formerly reserved for politicians and issues groups. Whether it's Amazon's emphasis on being the best employer around or Meta's push for election integrity and online safety – both marketing strategies are meant to shift public perception. 

What we also know is that consumers actually want brands to weigh in, when it’s relevant to their business. And this sentiment spans generations. According to YouGov, 54% of 18–24-year-olds say they like brands that are willing to get involved with political/social issues, followed by 57% of 25–34-year-olds and 50% of 35–44-year-olds. It's worth noting, however, that there is a divide along political lines (62% Democrat vs. 19% Republican).  

So, what’s the path forward? It will inevitably require even more nuanced strategy and dialogue across brand teams, partners, and consultants who live and breathe this space.  

Here are some important considerations: 

First, brands should demonstrate a direct and intrinsic linkage of an issue or cause to their business. Per Sprout Social, consumers say brands are most credible when an issue directly impacts their customers (47%), employees (40%), and business operations (31%). A brand's voice will be amplified tenfold if the issue they're responding to ties back to their business in a meaningful way. In other words, don't respond just to respond. Consumers can spot a fake from a mile away, and a reputation can sometimes be changed on a dime.  

If you've nailed the first consideration, the next, which might seem obvious, is walking the talk. A great example is Lyft’s voter access program, which sees the transportation network taking action to make the voting process more equitable by getting more people to the polls.  

This goes hand in hand with another important principle: building trust in local communities. Advocacy isn't always happening in mass media environments because, like other areas of mistrust, there is growing suspicion. Breaking the cycle of distrust in media could mean a return to grassroots, hyperlocal news to build closer connections with passionate communities seeking to align with brands that share their values.  

Finally, a delayed response can get brands as much backlash as no response. Consumers want brands to act without having to force their hands. There is a considerable advantage to being a first mover as long as brands address the previously mentioned considerations correctly.  

Navigating this thorny space is just that. But consumers now see brands as not only activists and advocates but real change makers, and we don't think that's changing any time soon.