<strong> Sure, you’re being responsive by weighing in on a hot social issue or cause. But are you being responsible and authentic in how and why you’re doing it?
Research shows 70% of consumers believe it’s important for brands to take a stand on social and political issues. But before you use content as your podium, answer these questions to ensure your views will be received as credible, useful, and authentic.
By Ahava Liebtag
The words and actions of brands — including yours — matter. Politics and other areas of our culture are becoming more polarized. When you are authentic about your values and causes, you can build loyalty with your audience. Not voicing an opinion could even hurt a brand’s credibility. According to a recent study by Sprout Social, 70% of consumers surveyed believe it’s important for brands to take a stand on social and political issues. In that same survey, more than 60% thought brands had the power to reach large audiences and create real change.
Your organization doesn’t need to acknowledge every issue – especially if it might conflict with your brand’s core values. To decide whether to make a statement, your leadership team should reflect on these questions:
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