Sharpening social issues strategies for a heightened political climate

Societal issues have always been vexing for companies where profit and shareholder value reign supreme, and any action faces the risk of being politicised in a polarised society, but there are ways to safely navigate a contested landscape.

Why social issues engagement matters

In a deeply polarised society, where consumer expectations are changing, companies that engage societal issues thoughtfully have the opportunity to showcase their mission and execute their purpose to deepen brand loyalty and build bridges to new audiences.

Takeaways

• Demonstrate consistency in corporate purpose and values to make it harder for others to control your narrative.
• Issues are often intersectional, not isolated, and require greater cross-collaboration among teams to prepare for all scenarios.
• Activism has entered all aspects of the business, so think like an operative and consider building coalitions on contentious issues.