People seemed more politically engaged today than ever before. And how could you not be with daily news stories getting more entertaining than Emmy Award winning television. But what if your company takes a stand?
A study conducted by Sprout Social concluded that 2/3 of consumers think brands should speak up politically. So how do companies choose which issues to support?
According to Fast Company, ‘“corporate statements” on safe, noncontroversial topics; they’re speaking out on prominent issues of the day, and taking stands that they believe in (and that they believe many of their customers agree with)’. In fact, Forbes sites: “91% of Millennials now say they would switch brands to one associated with a cause, according to a 2015 study by Cone Communications”.
An article published in Inc. suggest a 3 step process; 1. Consider which issues truly align with your brand's values, 2. Be strategic about crafting your message, 3. Consider your motives.
The most successful brands have been those that have a universal feel good mission the “one for one” model at Toms or the conservation efforts of Patagonia. With elections coming up, companies are urging customers to register to vote but not necessarily endorsing candidates. Love City Brewing is offering a free beer in exchange for a completed voter registration form. Arts + Crafts Holdings is hosting an exhibition curated by Streets Dept and Mural Arts called #ToThePolls encouraging younger demographics to get excited and participate in the next election.
Will your company take a stand?