In The Know On Marketing With Compassion

Are you in the know when it comes to marketing with compassion? I’m MaDonna Sheehy, Senior Manager of Brand and Content Marketing, and I’m guest hosting this edition of In The Know. ?

Over the past few years, brands have become more and more integrated into our digital lives, especially when it comes to current events and topical issues.?The pandemic, as well as the aftermath of the George Floyd murder in 2020, has caused this trend to rapidly accelerate, and now many companies are expected to comment and participate in societal issues. Corporate Social Responsibility is a concept we hear often, and DEI & ESG efforts are at the top of many of our minds.??

However, as marketers, PR professionals, and corporate communications workers adjust to this more vulnerable way to connect with audiences, there have been plenty of “learning experiences.” In every situation that I’ve noticed – both good and, uh, rocky – compassion was the common denominator, whether it was present or was sadly lacking.???

Here are a few current examples of how compassion should be a main focus when speaking as a brand, especially when commenting on topical issues.????

Rainbow Washing in Corporate Pride Initiatives??

I’m sure that you’ve noticed that during Pride Month, many brands set their logo to a rainbow-hued version and go on with the rest of their June without so much as a peep about LGBTQ+ support – or, better yet, they launch a random, rainbow-colored product line to capitalize on the month.?

While it may seem like it’s progressive just for companies to mention (or make money off) the LGBTQ+ community, it’s not.??

I listen to "What a Day" every morning as I get ready for work, and this specific episode really stuck with me as a marketer focused on corporate communications. Journalist Fran Tirado is interviewed and talks about the disconnect companies often have between being gay-friendly in public versus in private.???

“Your campaign is worth nothing if your brand does not stand behind the values that you claim to.” – Fran Tirado?

The Brandification of Heard vs. Depp??

While it may be jarring to see a blue-checked brand on TikTok commenting “so true, bestie” on a random viral video about some recipe, the truth is that this is a social media strategy here to stay. Humanizing brands, connecting directly with audiences, growing brand awareness and reputation can all be filed under the “pro” list for the ROI of these activities.??

But, a big bolded line under the “con” column is that sometimes brands can step directly into a situation that is not appropriate for them to even comment on.??

DuoLingo, the language learning app, learned this the hard way after they made a flippant comment on a TikTok about the Depp vs. Heard case. Additionally, makeup brand Milani thought they needed to make themselves the main character for a day when they commented on the case, as well.??

Live tweeting something benign during an awards ceremony or a sporting event is different than making light of a domestic abuse trial. Ask yourself some questions when you have the urge to comment in real time on a news article or social post. Does this further my brand’s personality in a way that I’d be proud of? Does this have ANYTHING to do with my brand’s product or service? Am I speaking to my audience in a way that’s in line with my brand’s tone and voice???

Mother’s & Father’s Day Opt-Out Options??

Don’t worry email marketers, I’m coming to you next. Many companies have been following the trend of giving their email subscribers an option to stop receiving email promotions related to Mother’s and Father’s Day. I absolutely love this and it’s a perfect example of brands acting with compassion while enacting their marketing strategy.??

In this WaPo article, Dan Frommer, editor of the New Consumer newsletter, touches on the implications of this trend.??

“Because younger generations have shown interest in supporting brands that align with their values, the opt-out messages have become appealing to companies,” Frommer said. “Mother’s Day is not important to most brands’ bottom lines,” he said, “so it’s easy for them to risk potentially losing a little business for the benefit of being viewed as considerate.”?

NPR has also posted an article with examples of brands who have offered this option, as well as some really amazing insights from grief advocates, writers and marketers.??

?Like Frommer said, companies who give their audiences this option are showing that their customer’s values and comfort levels are more important in this situation than potential sales. This is such a great example of a brand putting their money where their mouth is when it comes to CSR.??

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Remember that marketers are humans and the people on the other side of your campaigns and strategies are humans, too. Digital marketers and PR professionals have the responsibility to lead with compassion and try something new that might lead to big changes. I wrote this blog post, On Working in Communications During a Global Crisis, this spring, when I was struggling with my focus during the war in Ukraine. Since then, we’ve seen multiple mass shootings, an insurrection hearing, and the pandemic continue to linger. This post helped me to organize my feelings as a marketer and understand what I should be doing during all of this: focusing on corporate social responsibility, monitoring communications plans, and above all else, being compassionate.??

Thanks for reading! Grace Hallen will be back as regularly scheduled in two weeks!??

-MaDonna Sheehy??

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