Now or Never

While January is a month to look ahead, February has become a month to reflect. It marks Black History Month and the World Day of Social Justice – which have become pivotal moments for brands. For many, it raises a vexing question: How and when do we engage with social issues??

The USC Annenberg’s 2023 Global Communications report highlights?a Japanese proverb about navigating risk in challenging times: “The reputation of a thousand years may be determined by the conduct of one hour.”

Managing brand reputation today is like solving a Rubik’s cube. Each twist and turn can either bring you closer to the solution or further complicate the puzzle.?

This matters?because…?

Reputation building and protection is an always-on task.?Company reputation influences everything from buying decisions to employee engagement.Data suggests?that?the era of the bystander communicator is over. In an environment where people?believe companies have a role in addressing societal problems, brands are considering the importance of joining these conversations. As a result, the role of the communicator has never been more vital.?

Additional perspectives

• HBR on one approach to?stakeholder management
• When taking a social stance?can backfire for brands, according to Adweek
• The?importance of leadership?in modeling authentic DE&I comms, per Ragan

Gen Z and attitude towards brands engaging with social issues

9 out of 10 Gen Zers believe companies must speak up?about social, political, and environmental issues, according to McKinsey. Gen Z wants more than a paycheck. They want companies to act.

Gen Z consumers feel that authenticity and corporate responsibility are non-negotiable, and they prefer brands that consistently show their values at work in their operations.

This matters because…

A study from Tufts revealed Gen Z is an increasingly?challenging demographic?to reach. While they are highly interconnected through social media platforms, it’s hard to gain their attention. They hold importance in the market now and in the long haul. As Ad Age points out, there is evidence to show they?will boycott?a brand if it’s not aligned with values. Academic papers also show Gen Z will?pay more?for products that are socially and environmentally responsible.

Additional perspectives

• Gen Z employees?expect companies?to speak out against social issues, per HBR
• Deloitte on understanding?Gen Z in the workplace
• The key factors on?influencing brand relationships?by generation, from Forbes

Talking about social issues is perceived as complicated for good reason. However, brands that approach the situation with?authenticity, transparency, and curiosity will benefit. In fact, these are good guides for what I refer to as?the Craig Ferguson rule: Does it need to be said? Does it need to be said by me? Does it need to be said by me, now?

Trusted communications partners can help evaluate these and other questions to navigate a brand-right approach.?Given generational shifts and the volatility and complexity of the communications landscape, we can expect conversations about what to say and when to say it to feel like another February tradition: Groundhog Day.?

What conversations matter to you? Hit us up and?we’ll dig a little deeper together in a future edition.

Bob?Osmond, president, Racepoint Global?