What’s clear is that the people buying from you and working for you want to know if you’re on their side. Or not. They want to know if you’re doing something to make the world better. Or not. And they will reward — or ignore or perhaps even boycott — you accordingly.
This is our new marketing reality, and cultural values are marketing’s new table stakes. Few are the brands who court controversy as a matter of strategy. But in today’s landscape, avoiding taking sides and bringing your cultural values to life to avoid controversy is a fast track to irrelevance.
Yes, “doing well by doing good” is a decades-old truism. But showing the world what you stand for (and occasionally against) is now as important, efficient and effective an eyeball-grabbing platform as exists. To win today’s battles for attention — as in, relevance, engagement, resource allocation and return — you’d better let people know whose side you’re on.
Today, brands can be neither quiet, defensive nor isolated. They have to be proactive, and they have to stand for something — for both the world's and their own good.