Topic: Values-based Marketing

When the World Economic Forum (WEF) came out with their Global Risks Report 2021 earlier this year, it highlighted the need for a greater focus on improving risk readiness as a way for organizations to build resilience. In their view, many organizations’ approaches to risk mitigation looked “increasingly outdated,” adding that “in a world of accelerating challenges, static annual documents need to make room for continuous horizon-scanning for early indicators of change and associated timelines for action.”

Like two sides of the same coin, digital chatter is a vehicle for certain groups to intentionally or unintentionally harm a brand, and also a vital source of intelligence for communications leaders to stay ahead of issues and mitigate crises.

Don’t like the weather? In some places they’ll tell you to wait five minutes and it’ll change. The risk landscape isn’t all that different. It changes constantly and the rising frequency of unknown risks makes it difficult to predict when a storm will hit.

Sticks and stones may break my bones, but words will never hurt me. Or...will they?

For leadership teams and boards, 2020 will be remembered as a time when chief communication officers stepped up and shined in the midst of turmoil and uncertainty. As brand communicators responded to the ever changing COVID-19 landscape, seamlessly pivoting strategy became the norm.

Sports exert a powerful influence on life, imparting values such as teamwork, perseverance, and fair play for those who participate and spectate. Pro sports have continued to step up and shine a bright light on the ongoing international movement for anti-racism and social justice.

Leadership is challenging in the best of times. Now, faced with a prolonged pandemic, an economic downturn, nationwide social justice protests, and unprecedented political divisiveness, even the most sophisticated brand leaders are struggling to navigate turbulent waters.

The choice seems like an easy one. Stand up for what you believe in. Commit to your brand values and demonstrate them in your actions, not just your words.

Brands have traditionally steered away from politics for the same reasons you don’t get into it with your angry uncle at Thanksgiving. No matter which side you land on, discussing politics will always alienate someone—a risk most brands aren’t willing to take. Until now.

In 1970, Milton Friedman, an American economist who won a Nobel Peace Prize, famously said, “There is one and only one social responsibility of business—to use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.”

It’s hard to believe there was a time when brands could do incredibly creative things, such as augmented reality or encourage user-generated content related to a campaign, and the world heralded their ingenuity, without the worry of harassment or disruption from instigators.