Today’s post is from Haley Cruse.
Brand activism has been centered around Donald Trump and his administration throughout his entire presidency. Brand activism became political because taking a stand against any prominent issues meant taking a stand against Trump. Some brands might view the election of Joe Biden as a huge sigh of relief. They shouldn’t. It is not the time for brands to go back to the way things were. It is time for brands to reflect on their core values and purpose and to keep their promises by pushing to make these values a reality. Corporations need to do their part by holding the new administration accountable and by mobilizing their customers to do the same.
With Trump no longer in charge, it will be easier for companies to stand FOR something rather than stand AGAINST something. As was shown in the Black Lives Matter movement, merely standing for something is a nice gesture, but is not enough. Brands need to express their values through meaningful action. In order to do this authentically, it is important for brands to pick a lane of activism that is aligned with their values and purpose. Blanket statements mean nothing and are not accepted by the next generation of consumers. Brands need to prove their values by standing alongside marginalized communities in the fight for equality and by implementing sustainable practices for our planet.
Nike, for example, stood alongside Colin Kaepernick in the fight against police brutality that took the forefront during Trump’s presidency. Now that a new administration is preparing to enter office, Nike needs to fund activists that are working toward police reform and encourage their consumers to act on behalf of that goal. Other brands that changed their hiring practices to be more inclusive need to hold the Biden administration accountable in their pursuit to make the country a more welcoming place to everyone.
Brand responsibility has never been more important than it is now. The next generation of consumers seek service from companies that are involved and dedicated to helping their customers. Activism that is purpose-driven and reflective of core values is key to business success.