By Helen Wurthmann, CEO of Wurthmann Digital Marketing
In this time of extreme social and political unrest, more and more people are taking stances on socio-political issues. Currently, 4 in 10 consumers are boycotting a company because it doesn’t align with their values. This means more Americans are protesting with their dollars today than they were even 1 year ago. And companies are taking notice.
As a marketing consultant for small businesses all over the country, many of my clients have come to me in the last few months wanting to show their support for a cause or movement through their company’s marketing. I’m proud to say that these companies are full of passionate people who care deeply about using their place in the business community for good.
However, it’s important to understand how your company can (and should) respond to current events if you want to make a positive impact and influence real change in your community. If done incorrectly, your company’s efforts may backfire and be seen as performative, damaging your brand in the eyes of your customers.
What does it mean to be “performative”?
In this context, being performative means taking credit for certain values, but not taking steps to make those values a reality. Many companies reap the benefits of branding themselves as movement allies (attracting more customers, selling more product, etc.) while their business practices are in opposition of those same values.
One common example of this hypocrisy is greenwashing, or pretending like your products are more environmentally sound than they are in order to cash-in on the eco-conscious consumer. Not only is behavior like this ethically and morally corrupt, but the backlash from being performative can even send businesses into bankruptcy once the public knows about it.
The sound of silence
When companies fear appearing performative, many choose to not take a stand at all. While some current events can come and go without your business having to choose a side, there are also times when it’s more damaging to stay silent. Not taking a stand during large political movements such as Black Lives Matter—particularly during timely events such as the 2020 protests—can put companies under fire because they are being too passive.
Understanding the difference between you and your company
So if you want your company to take a stand, how do you go about it? One of the easiest mistakes to make is doing something on an individual level and assuming that applies to your company as well.
As a small business owner, I understand that your business feels like an extension of yourself. It can be hard to differentiate between my actions and how my company acts. That blurred line can lead people to judge you and your company harshly if you’re not careful.
For instance: if you participate in a protest for a cause that you feel deeply about, you are not necessarily there on behalf of your company. You are most likely participating as an individual. Remember: you may lose the respect of your customers if your company is taking credit for something an individual is doing.
How to use your small business to support your values
I promise I haven’t backed you into a corner by differentiating between individual and company actions. There are still a lot of things that your small business can do to support your values. In fact, your business has a lot of power that the average individual does not—and you can use it to make a difference. Here are some of the ways to get started:
Educate yourself
Make sure you understand the whole picture by educating yourself about the issue.
Read books (not just blogs like this one, but actual books that require aggressive peer reviewing, citations, and editing before going to print)
Listen to experts and people who have experienced the issue first-hand
Research and join the existing organizations looking to solve the same issue
Look within your company
Companies have the power to address more systemic issues within our society…starting with your own business. Looking within can be difficult as we all like to think that our businesses are perfect, but the truth is we all have room for growth.
Be open to criticism. If you’re anything like me, this first step can feel like the hardest one. But it’s important to understand where you can improve. Whether you’re being critical of your own company or you’re receiving criticism from others, don’t jump to your company’s defense right away. Consider what’s being said and then decide if the critique is honest and true before addressing it.
Look at your company’s practices. Is your company practicing what it preaches? Everything from your hiring and promotion practices to benefits to how you interact with customers and employees has a deeper social impact than you may realize. If you notice a discrepancy with your values, get creative and change your company’s practices to match what you believe in.
Look at your industry, vendors, contractors, and business partners. Who your company associates with reflects on people’s perception of your brand, but it also determines which companies are successful other than your own. Is there an industry-wide issue you’d like to see changed? Do your vendors, contractors, and business partners align with your company’s values? If not, it may be time to ask them to change, revisit your contracts, or in extreme cases find other businesses to work with.
Set definitive goals, action items, and timelines. Once you understand what you can fix within your own company, make a list of your goals for change, action items to reach those goals, and a timeline to map out how long it will take to enact that change. Tracking your progress is a great way to empower everyone at your company towards making the world a better place.
Hold your company accountable when they make a promise. One of the traps companies can fall into is not keeping their promises. This can happen because of financial reasons, or simply because movements sometimes lose steam over time. If possible, reach the goals you originally outlined. If for some reason your company is unable to keep their promise, hold it accountable by being transparent with your customers and employees.
Speak up
In addition to making changes within your company, your business can influence the greater world simply by joining the conversation. Use your company’s resources to share what you’ve learned about you company and industry in the context of the movement. These resources can include (but aren’t limited to) your company’s:
Email marketing
Company literature (employee handbooks, notices, professional development etc.)
raise up others
Ask yourself, “Is there someone outside my company who deserves more exposure?” You can use your company to raise these people up by boosting their message.
Share their social media posts on your company’s social media page
Link to them on your website
Ask them to share their story on your blog
Ask them to speak at a company event
Host, sponsor, or participate in an event
Fundraising events are a great way to empower important movements with both money and spreading their message. Even in these pandemic days, virtual events (like this one our client FireSmith Copper participated in) are still a great way to raise money for important causes.
Donate your profits
Donating your profits is a simple gesture, but a powerful one. If you’re able, consider donating your company’s profits for a given period of time to a cause that you’d like your business to emulate.
tell your story
Becoming a more actualized company is a journey that your customers, clients, and employees can relate to. Telling your story is about leading by example. It can make your company culture stronger, and help change the world for the better.