Is Your Company Ready To Take A Stand?

At some point, every company faces a pressure from its customers, clients, supporters or just the general public.

With the access to large communications and social platforms, every single social group has the ability to make their opinions, feelings and displeasure heard by executive teams, CEOs and chairmen. 

This has led to some amazing shifts in how companies view their position in the social fabric of our communities. It’s led to more accountability, more investment and more transparency on behalf of these organizations. 

But, what happens when what’s being asked (or demanded) of these companies doesn’t align with their core values or mission? 

Do you make change that misaligns with the direction of your company? Or, do you tell your audiences you’re unwilling to concede to their requests, risking public outcry? 

By now you’ve likely seen the controversy surrounding Hallmark Channel’s same-sex ad controversy. 

The flip-flop-flip heard ‘round the world! 

If you’re not familiar with it, take a look: 

Hallmark Channel’s same-sex ad controversy hints at broader diversity issues

Here are some sobering statistics for any executive or professional. According to RetailMeNot’s 2019 Retailer Playbook, based on a survey of 200 senior retail marketers and 5,000 consumers:

• 87% of retailers say taking a stand on social issues is worth the risk. 
• 83% believe not taking a stand can negatively affect their bottom line. 
• 61% of consumers will recommend brands that align with their social values
• 82% of consumers say they would consider ditching a brand if they were associated with a partner or supplier that handled a high-stakes issue in a way that violated their personal values

But how do you know when you should take that stand? Or when the consumer pushback will lead to more significant issues? 

The answer is, you really never know. 

The only thing you know for sure is you can’t afford to stand still or be indecisive. That leads to losing control of your narrative and letting others decide what you stand for, which is another top altogether. 

I know that’s not very helpful, but don’t worry, there’s good news. 

As executive and leaders, you can prepare for when your company needs to take that stand in respond to public pressure. 

5 Considerations When You’re “Taking a Stand”

If you’re in a position where you need to take that stand, or determine what that stand should be, here are some steps and considerations to keep in mind: 

1. Know your core values

If you’re considering taking a public stance on any issue or topic, ensure that it clearly aligns with and supports your core values. This is likely the most important step you can take. Stay true to your core values and what your company stands for, and you can weather any storm. 

2. Stay true to your mission

The mission of your company is your north star and aligns your teams to ensure everyone is pushing in the same direction. If taking a stance on a public issue doesn’t advance your company’s mission and what you’ve promised to fulfill for your clients, reconsider your stance. 

3. Express those values, and that mission, in a meaningful, authentic and transparent way

This is not the time to practice the “fake it ‘til you make it” philosophy. If you want to take a stand, be open and transparent about what stand you’re taking, and communicate clearly about why you’re taking that stand. Understand who your core audiences are, who impacts your business, and who this decision will affect the most. Think through the questions they’ll have and come up with the answers in advance, but be authentic and provide transparency.

4. Be open to feedback and listen to your customers 

Think of this as the start to a beautiful friendship (yes, I’m a huge fan of Casablanca). But in order to communicate in an authentic and meaningful way, you have to hear feedback, good or bad, and adjust as necessary. Communicating AT people will only build walls between you and your ultimate goal, which is acceptance of the stance you’ve just now taken. You need to communicate WITH people which means being open to hearing what they have to say. 

5. Have an ongoing dialogue 

Pardon the cliché – this is a marathon, not a sprint. You’ve likely spent years creating and fostering your brand, reinforcing your company values, and communicating with your audiences. So there’s no reason to think you can get through this quickly. If it’s important enough to align with your core values, then invest in making sure you have an ongoing dialogue with your stakeholders and communicating the importance of the stand you’re taking. 

Taking a stand is never easy. It takes resources, time, creativity, and commitment. But, it’s becoming expected of the brands that impact consumers’ daily lives. After all, consumers continue to expect brands to take a stance and share their values on important issues.

But, if done the right way, and for the right reason, it can yield amazing results and help you weather some otherwise crazy storms.   

And as you’re wrapping up 2019 and preparing for 2020, here are some recently blogs to help guide your planning: 

– Don’t Let Perfect Be The Enemy Of Effective
– Wake Up. Kick Ass. Repeat.
– Why Owned Media Is Vital In Your Communications Mix
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
– 7 Tips to Measure Your Strategic Communications Campaigns

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