Social and political issues are not new, and social protests have been happening for centuries. What is new today is that customers expect companies to 카지노사이트 take a stand on social and political justice issues. Voting rights, the murder of George Floyd, social and economic impacts of the pandemic, and the storming of the U.S. Capitol by supporters of the former president were all issues that some companies took a position on.
In 1964, Mario Savio made a famous statement during a student protest in Berkeley, Calif., that continues to have relevance in social justice movements: “There’s a time when the operation of the machine becomes so odious, makes you so sick at heart, that you can’t take part. You can’t even passively take part. And you’ve got to put your bodies upon the gears and upon the wheels … upon the levers, upon all the apparatus, and you’ve got to make it stop! And you’ve got to indicate to the people who run it, to the people who own it, that unless you’re free, the machine will be prevented from working at all!”
The question for business leaders today: When is the time for a company to speak up and take action in support of a hot button issue?
Customers Support Companies That Are Authentic
According to the results of a survey of 1,000 Americans released in July 2020 by Mitto, a provider of omnichannel communication solutions, customers support companies that take a stand on their values. 73 percent of respondents said it’s important that a company’s Black Lives Matter-related statements are not only empathetic, but are followed by measurable action. These customers are also eager to take action themselves: 71 percent of Americans aged 18-24 said they are more likely to take action around BLM-related issues when they are sent a direct text with details and links. 바카라사이트
Additionally, 53 percent of those polled said they are unlikely to buy from a company if they have a negative perception of its communication during the BLM movement. This feeling is the strongest among 18-24 year olds (61 percent) and women (52 percent). These customers are also interested in knowing the impact their donations make; 87 percent said it’s important that companies regularly provide up-to-date information on their part in the movement.
When the issue in question aligns with corporate values, a company has a responsibility to take a stand, said Aaron Endré, founder and CEO at Endré Communications. That said, the stand must be authentic rather than cooked up in a PR department, because that will be immediately recognized as disingenuous. “I’m a gay man who has lived long enough to see brands go from financially backing anti-LGBTQ legislation to having branded Pride floats,” he said.
Customers see through company efforts that are merely lip service and expect companies to put their money where their mouth is. “While I do believe in reform and evolution, I also have to ask: is this more of an optics play … or whether it represents a deeper commitment to the cause,” said Endré.
It isn’t enough to speak out in order to gain positive press coverage. Companies have to be willing to make changes in policies and practices to affect change. Take the example of LGBTQ issues. 온라인카지
“If a company simply seeks to attract LGBTQ customers but isn’t particularly interested in reforming hiring practices, fostering visibility, investing in community causes, etc., then it is unlikely to generate the kind of publicity they seek,” said Endré. “A glance at Instagram during Pride month reveals that LGBTQ+ people are disillusioned by brands that talk the talk, but show little interest in walking the walk.”