Brands, Take A Stand

WHY MARKETERS HAVE TO SUMMON COURAGE AND VOICE IN THE FACE OF OUR MYRIAD SOCIETAL CONTROVERSIES. 

- Molly Dewolf Swenson

At Cannes Lions during a panel I participated on this year, I sat in front of a room full of marketing and advertising execs and asked how many thought it was important for brands to take a stand on important social issues—one hand went up.

Now, this was not meant as a callout. More than half of the winning ad campaigns we had been discussing were “socially charged”—that is, they addressed some relevant sociopolitical issue, from immigration to women’s rights, some with a literal viewpoint like Fearless Girl.

So, I expected a very different response from the audience, and it got me wondering: how many brands truly make using their voices for the greater good a priority within their business strategies?

I tend to think brands don’t have the luxury of not taking a stand. Companies like Airbnb, Chipotle, Patagonia and others have demonstrated that brands can do more than offer lip service— they can build a successful business and identity on values that are coded into their DNA from the beginning. In fact, all brands can harness cultural moments to reach new audiences and create impact. It’s about finding a way to create a natural extension of internal values beyond a company’s walls.