On a personal level, both at work and across our communities, many are currently striving for change. Now more than ever, marketers at companies large and small can play a strong role in helping facilitate improvement across many facets of the organization. One key way marketers can help is to focus on on sincerity in core values, mission statement and brand messaging. In short, that means meaningful statements with action plans. To shine a light on this topic, in this month’s Top Marketing Info (TMI) roundup, we’re sharing news about corporate brand responsibility.
PR Week published a selection focused on how brands and their leaders are communicating. Brand executive posts from Apple, Merch, BET and Target are showcased, along with several questionable tweets that drew backlash. Additionally, other examples include brands that changed their strategy real-time. See the full rundown of messaging and let us know what you think.
The NYT reported that while tensions flared around the country, protesters received unexpected support from corporate America. Brands like Nike, Twitter and Citigroup aligned themselves with the Black Lives Matter movement. This is a break from tradition, as major companies are often wary of conflict, especially in a polarized time. They are wary of offending their customers and associating their brands with sensitive subjects. In the ‘new normal’ climate, brands will be expected to face the test: communicating a position on corporate social responsibility – even in times of crisis.
When the Covid-19 pandemic first hit the U.S., brands tried to reassure frightened Americans. In countless campaigns, brands communicated to the public that they were providing support and donating money. Others made masks or offered consumers grace periods on things like utility and mortgage payments, according to Ad Week. In contrast, the article shares the harsh reality of corporate silence around black Americans recently killed. While a majority of brands initially remained silent, others took a firm stance against racism.
If your company or brand is taking steps to make a change via its messaging, let us know. We’d love to keep the conversation moving forward. Drop us a line or message us directly on our social channels: LinkedIn, Facebook, Twitter or Instagram.
Author: Suzette Sexton, Senior Vice President, Outlook Marketing Services
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