7 Authentic Ways Your Brand Can Take a Stand on Social Issues [Video]

Brands’ words and actions — including yours — matter.

As politics, health care, and other cultural topics become more polarized, being authentic about your values and causes can build audience loyalty.

Over half of young U.S. adults (ages 18 to 29) want businesses to take a public stand on current events, while 35% of those 45 and older do, according to a 2023 Bentley-Gallup poll.

How to know when to weigh in

No organization needs to acknowledge every issue. To decide when to speak up, your leadership team should reflect on these questions:

• Who are we as a brand? Does this issue intersect with our vision or brand mission statement? Is this an important topic, and do we have something meaningful to say? How will we demonstrate to our audience that we are accountable for our stance?
• What do our customers and employees expect?Are consumers asking or commenting about our brand’s stance on the issue? Do our employees want us …