In his last speech before his assassination, Martin Luther King, Jr. shared some of his wisdom on self-worth, courage, and controversy. “The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at time of challenge and controversy.”
And, while that idea fueled the United States through the end of the Civil Rights Movement, most companies steered clear of any and all social issues. It was taboo, and people didn’t care or want to know where their favorite breakfast cereal or retailer stood on social issues. At least that was the general consensus. They may have been wrong.
You can’t blame it on Millennials, radical movements, agendas, or whatever other fantasyland conspiracy some of the nation has hidden behind. The truth is, the United States is witnessing a culture shift, equality is on the rise, and injustices are being fought with tooth and nail. It’s spearheaded by people, and companies by and large are embracing these movements and implementing the positions into their branding. For the most part, it’s been nothing but a success.
Brands Doin’ It Right
In this issue of the Insider we highlighted Nike’s “Dream Crazy,” Nordstrom’s “An Open Mind is the Best Look,” and even our client Orange County Transportation Authority’s “Be the One” Campaign. These three are perfect examples of how a company can embrace controversy. Basically, they’ve aligned themselves with a social cause, and are standing WITH the people for something bigger than all of us.
Is it noble? Possibly. Is it cool? Maybe. Is it right? Most definitely. Not only is it being praised from a social perspective, it’s being praised in board rooms, too. An Edelman Earned Brand study published in October found over sixty percent of consumers make purchases with a company’s political position and social awareness in mind. The report also showed that people believe companies have more power than the government when it comes to addressing and solving social issues.
We’re not fans of corporations ruling the world like in a cyberpunk dystopian novel. There is some level of truth that companies can be more effective at addressing and solving social issues. Even from a basic analytical point of view, a single brand like Amazon, Apple, Microsoft, or even Google make more impressions a day than the government. It’s easier for one of these brands to align themselves with a social issue and commit to it, as the government has always been a house of division and debate.
If you find yourself asking if companies should embrace social issues, you may be asking the wrong question. Because, as of right now, it’s not a matter of if, but when.