Did Your Brand Take The Right Actions This Week?

On Wednesday evening as I was scrolling through my Facebook feed, I was appalled to see so many product ads for companies I know & follow.  The last thing I want to see amongst posts of racial injustice, Black Lives Matter protest information and societal commentary from the people in my life is an ad for a beverage or a snack bar. Being a brand marketer, this stood out to me and gave me great concern for the CPG industry.

If you turned off your social posts and ads on Tuesday to participate in #blackouttuesday, but  turned them back on Wednesday, then you have a problem with not only your brand image and strategy-- but also your leadership.

We all know that brands need to sell products to stay in business, and especially when factoring in the many obstacles coming off the past few months of COVID-19. Trust me, I get it.  But right now this is bigger than your bottom line. If you prioritized advertising or flippant social posts above listening, learning and determining how to join the conversation to show proper support for the Black Lives Matter initiative, then you need to re-think your actions.

Are you asking the right questions to determine the right actions?

Many companies are asking ‘What should brands do right now?’  There is not one clear answer to that question, but this provides you a great amount of opportunity.  It’s the wrong question to ask. The question you should be asking is, ‘Do I have the right people providing the necessary insight to help me determine what my brand should do right now?’

During this week I have spoken with three Black colleagues who I have worked with closely in various roles over the past 10 years. I asked them each a few questions and then I listened. I listened to their responses, their perspectives and their feelings. All three shared concerns with me on how their CPG company was responding, both internally and externally on social channels to the growing unrest online. Through these conversations the biggest question that came to mind with each discussion was if the Leadership Team of each organization asked for help & guidance from any of the Black team members or Black leaders outside of the organization? 

The other big question I am hearing that is on most brand’s agenda is, ‘When should I start to advertise & go back to regular social posting?’ While this is a good question to be asking, the answer must be determined by going back to the primary concern,‘Do I have the right people providing the necessary insight to help me determine the right path through this crisis?’ I believe some brands will take just a few days off, though my assumption is that most will be back to a regular cadence of advertising and social promotion after a week.

This is all tough stuff. It is not my goal to speak on behalf of the Black community. It is my goal to speak from the position of a white brand marketing leader, someone who is trying to be a good ally to my black friends that I respect & care for deeply, and who is seeing a lot of companies out here getting it wrong. There is still more work to be done as we move forward. But the answer is really quite simple: ensure you are engaging with & hiring Black people, prioritizing diversity and creating welcoming environments for BIPOC in your business. Your strategies and messaging in response to incidents of racial tension will never be authentic if you do not have input from and intend to amplify the Black voice.