Activism has gone mainstream, and that has big implications for CMOs, according to a new survey
And certainly, that has big implications for brands and the CMOs overseeing them.
Of the actions people took, one third were related to a company, according to Ruder Finn, with half supporting a company by purchasing a product or sharing information about their employer because they were proud of its social stand. But nearly the same number of people took action against a company—they boycotted a product or quit or considered quitting—because of the company’s stance on an issue.
There are important considerations for CMOs when deciding to take stand on an issue, according to Monica Marshall, global lead at RF Relate, a division of Ruder Finn: “Any communication should clearly explain why your company is taking this stand and its connection to the company’s history and heritage,” she said in an email. “There is more trust when news comes directly from the top, so lean into your CEO when it comes to critical announcements,” she added.
“We’re seeing the walls coming down, that the young person on Twitter isn’t just looking for us to say the right things—they’re demanding transparency and measurable action. And they’re absolutely right. No one can sit this out or shy away from difficult conversations about which causes are in line with our values. I see this time as an incredible opportunity for the leaders in our industry to step up and lead with those values.
The study also confirmed that authenticity is paramount and that people see through companies’ attempts to support social issues because of external pressures. Respondents also indicated companies should avoid doing business with other companies that do not share their same values.
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