Why Brands Should Take a Stance on Contentious Issues

More and more corporations are throwing their hats into the ring and voicing opinions on sometimes contentious social issues. While some strongly believe that this is not an appropriate realm for companies, a survey by the Global Strategy Group actually showed it’s what the majority of the public wants – over 56% of the respondents felt that corporations should take a stance on important issues, even if they’re controversial. But this kind of advocacy can be a risky move that has the potential to inspire backlash, so is it worth it? I, for one, strongly believe that the answer is yes. Besides better connecting with your customers, companies can actually bring about great change. But before you become more vocal on a particular issue, there are a number of factors to consider first. Consumers vote with their wallet Taking a public stance on a controversial issue can win you some loyal customers, but it may also cost you others. According to one survey, 45 percent of consumers have stopped purchasing from a company because they disagreed with a stance taken by the business. While the majority of survey respondents indicated that they would be more likely to buy from a business they agreed with, only 3 out of 10 have actually done so. Which brings me to my next point. Be sure the cause is relevant to your customers Before you take a stand on an issue, make sure it fits with your brand identity and the values of your customers. A good example is Rescue Chocolate, a Brooklyn-based maker of vegan chocolates that donates their profits to animal rescue organizations. So, when they take a stand on animal-related social issues, such as legislation involving pit bulls, it fits seamlessly with their brand identity. Actions speak louder than words When companies voice an opinion on an issue, consumers perceive them in a more favorable light when they take action rather than merely issue a statement. For example, when McDonald’s and Starbucks took a position on minimum wage, 77% of Americans surveyed considered it appropriate. Disney, on the other hand, demonstrated their stance on the issue by raising employees’ wages, and 91 percent of people deemed that action appropriate. Some causes are â€Å"safer† than others Let’s face it – nobody is going to boycott your brand for taking a stand on a cause such as hunger and poverty. Other issues however, like gun control, same-sex marriage and transgender washrooms, may solicit a more hostile response from some customers. Starbucks took no heat for their public commitment to sourcing fair-trade coffee, but their stance on same-sex marriage led to the infamous â€Å"Dump Starbucks† boycott with a petition signed by over 56,000 consumers. The Bottom Line So, should brands take positions on controversial issues? It really depends on your business but I think in most cases, the answer is yes. But proceed with caution. Make sure your stance fits in with your brand’s identity and your customers’ values. And be prepared to back up your stance and be ready for backlash. You may alienate some consumers who don’t agree with you, but you’ll strengthen the connection and loyalty of those who do.