How are Brands Navigating their Messaging in 2020
It’s a juggling act!
2020 will undoubtedly be a year that will be remembered for generations, but not always for the right reasons. From the coronavirus pandemic to deadly protests igniting the streets, this year has been anything but friendly. Yet, out of all this turmoil a greater problem creeps just around the corner. As the lines are drawn, people have unfortunately become divided on the issue from the social and economic battles that we currently face, prolonging the root issue to begin with.
As this separation seeps in to the business sector, brands have to make an important decision on where they stand? Will they choose to speak out? And how will they continue to proceed in the “new normal?”
How to keep consumers walking through the door without compromising their safety?
For businesses, trying to restart operations in a post-pandemic climate can be described as a complex minefield. Take the foodservice industry for instance. They were amongst one of the hardest-hit sectors during COVID-19 and through the reopening process owners have had to make some tough choices. One of the hot topic issues is the mandatory use of face masks, where both the commercial food and retail services have different approaches and opinions regarding if face masks should be mandatory for consumers entering the premisses. These sorts of decisions should not be made lightly and can rapidly change how consumers view and resonate with a brand or business in the future.
Making the right decision comes down to a balancing act between the safety of people and the overall consumer experience. Focusing too much on either option can jeopardize either the safety of the customers or hurt the business itself. Recognizing who your audience is and how they can optimally interact with your brand will be the decision-maker that will help guide how the business operates both safely and efficiently.
Staying silent won’t save you this year!
Beyond COVID-19, major protests have sparked all around the world. The brutal killing of George Floyd, an African American man who was murdered in broad daylight at the hands of white police officers has sent shockwaves demanding massive systemic reform from the public. As millions of people around the globe gather to stand up against the fight for injustice, corporations have had to tread lightly in how they extend their voice. There shouldn’t be any debate that systemic racism is wrong, but when brands speak up, their message can often come across as insensitive or opportunistic. This goes back to the root issue itself where it has been evident that systemic racism exists and not just in through the political system, but in the corporate world as well. Many major businesses have been accused for decades of racist ads, unfair hiring practices, and not doing enough to promote growth for minorities. Even when a business has never had any complaints, they often post cleverly crafted messages on digital outlets, which can come off thoughtless on the main issue when they don’t do anything beyond saying that they care.
On the other end, businesses choosing to stay silent have created their own share of problems. As the protests have turned violent in many cases, this in turn has created their own share of critics, from leaders of industry all the way up to the president of the United States stating that protests are hurting more than they are helping. This puts businesses in a spot where they may choose to stay silent out of fear of upsetting their key demographic or even political associations they may be connected with. But for many outspoken consumers, the act of staying silent is in fact choosing a side — the wrong side. This was certainly not the normal. Only a few years ago, a company staying silent or neutral on controversial or political topics would have kept them out of the limelight. Such an issue today has forced brands almost overnight to jump both feet in on who they support hoping that the risk of choosing will not alienate their target market.
Support the causes you believe in when they may seem unpopular!
The solution for companies will ultimately come from reflection and channelling a voice beyond their product or service. For years brands like Nike have made a clear stance on what issues they support no matter how unpopular they may seem at the time. An example being the Colin Kaepernick protest where Nike made a massive campaign in support of his kneeling during the national anthem that had created widespread criticism ultimately leading many consumers and politicians asking the public to boycott the brand. The idea of making a statement supporting a popular cause only when its relevant will do very little to the eyes of the consumer. Titans of industry will have to forecast where the world is heading and make decisions on how they wish to be remembered.
As we pass the halfway point of 2020, businesses have to make key decisions on how they wish to communicate their messaging in the future. From not trying to be opportunistic to realigning your values with your target consumer there’re many teachable lessons to be learned this year. At the end of the day we all want to be on the right side of history, but only time will tell.
