How to Talk About Current Events as a Company Leader

As we approach the weekend of the third annual Women’s March protest, it reminds me of one of my proudest (and most nerve-wracking) moments of last year. Along with 180 other CEOs, I signed an open letter speaking out against restrictive laws that prevent access to comprehensive reproductive care, including abortion. We called for country-wide equality in reproductive healthcare. 

Saying anything about a current event as a leader can feel like wading into dangerous, politically-charged waters. In the past, many have advised me to keep my mouth shut. But increasingly, CEOs and founders are finding themselves in a position where not taking a stance feels much worse. When a significant event happens or a piece of news breaks, ignoring the elephant in the room can make you look tone-deaf. (Related: Should You Talk Politics at Work?)

Today’s business leaders want to push for change. We have a platform and the financial power to affect decision making. Why wouldn’t we use it to make the world a better place? And research shows that consumers want to see action from companies. A recent survey found that nearly half of millennials think CEOs have a responsibility to take sides on social issues. Respondents say that they are more likely to buy from a company if the CEO speaks out on issues. 

So how do you make a statement in a way that feels aligned with your brand? How can you avoid offending too many people or stepping out of your lane? Here are four questions I ask myself. 

1. Does this affect my employees?

Before you open your mouth, consider: How does this event or piece of news impact my team? What could I say or do to help make them feel more supported at this time? 

It's my responsibility to advocate for my employees’ well-being. Often, that means taking a stand, signing a petition, or challenging the policy. That’s why signing the open letter about reproductive rights felt like a no-brainer to many other CEOs and me. I have employees all over the country, and I believe they should have the same rights and access to care. I don’t want any of them to worry about their restrictions on their healthcare.

A few years ago, Microsoft president Brad Smith took a strong public stance pushing for Congress to prioritize protecting people about to lose protection under the program for Deferred Action for Childhood Arrivals (DACA). He even suggested that if the government tried to deport any of Microsoft’s “Dreamer” employees, that the company would pay for their legal counsel.  

2. Does this tie back to my company’s core mission or values? 

Ask yourself how the event relates to your company. I'm not suggesting that you twist the narrative to make it all about your brand, but you must make sure that it’s appropriate for you to address the topic. The last thing you want is to look like you’re jumping on the woke bandwagon.

For example, my company, Hint, is all about health, hydration, and having access to safe and delicious drinking water. That’s why I’ve made it my mission to remove lead from our country’s schools. Water contaminated with lead can harm the nervous system and interfere with brain development, resulting in learning disabilities, impaired hearing and much more. Did you know many states don’t even check for lead in the water? When I found this out, I couldn’t stay silent. Access to clean and safe water should be a fundamental human right, which is why I’m advocating for policy reform requiring that every state test and make water safe in schools.

I'm also comfortable talking about climate change in light of the recent California fires, which greatly affected my San Francisco-based team and me. As a company, we work hard to make our products eco-friendly, so educating people about climate change aligns with our values. (Related: The Surprising Thing That’s Hurting Your Work Performance)

3. Are you ready to rock the boat?

Speaking out may come with some risk, but for the most part, I’ve found that blowback is never as bad as anticipated. As I've said before, if everyone likes you, you're probably not being innovative enough. To create a world that you want to live in, you have to be willing to ruffle a few feathers. In the long run, using your voice probably isn’t going to hurt the bottom line that much. Before you make an official statement, make sure that you care enough about the issue to go out on a limb. Then, get ready to defend your stance. 

4. How can I stay kind?

Finally, I always think about how I can discuss issues I’m passionate about while remaining respectful. Rather than bashing other’s ideas, I like to focus on our common ground and the positive change I’m hoping to see. Starting the conversation with kindness encourages others to keep an open mind and hear me out. Even if they don’t agree, I hope that they'll remain a happy Hint customer.  

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Kara Goldin is the founder and CEO of San Francisco–based Hint, a healthy lifestyle brand that produces the leading unsweetened flavored water and a scented sunscreen spray that’s oxybenzone and paraben-free. She is also the founder of The Kara Network (TKN), an online resource for aspiring and thriving business-minded people. Listen to her podcast, Unstoppable, where she interviews founders, entrepreneurs, and disruptors across various industries and keep up with her on Twitter, Facebook, and Instagram.