To get involved in societal issues, brands must have a guiding strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 01, 2023, 12:56 PM GMT+0

As per a SproutSocial study, 70 percent of consumers feel it’s important for brands to express a point of view on societal topics.

When a company chooses to speak out on societal issues, it must have a strategy in place. Before speaking out, conduct an authenticity audit, in which the company checks how closely aligned they are to their declared mission and values. 

Next step could be to conduct a risk assessment to check how credible the company's values are on particular issues. Further, create an issues response framework, as this will work along with operational crisis response strategies. 

Revisit the company's governance structure to determine which social issue conversations can a brand participate in, and which issues it needs to avoid. Follow this up by conducting an in-depth crisis simulation and workshop with key leadership.   

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