Brands tend to reflect on many aspects of people’s lives in order to generate more engagements and demonstrate their deep caring nature. Well, let’s see how brands take a stand on various social issues.


Why brands should be more active about arising social problems

From politics to health industry, brands can take over any part of our lives. People care about those brands that care about the people. They also tend to trust the companies that are not afraid to take a stand on something that is going on in society. Let’s see some stats numbers that refer to brands’ relation to various social issues whether it is racism, sexism, or LGBTQ rights.

According to Global Strategy Group, 72% of adults believe that is quite essential and significant for businesses to address problems that society is currently facing. Moreover, a study from Forbes/Qualtrics states that Americans are 8 times more likely to buy from the brands that share their point of view, and they are 8.4 less likely to buy stuff from the businesses that don’t address some of the social problems that the customers care about.

A research conducted by Mashable also states that 36% of people would share brand’s content if it relates to the issues that they feel very strongly about, and 64% of millennials go to social media only to engage with the companies about either social and environmental problems.

As we can see, addressing social issues can be quite crucial for brands. But let’s check what is really going on when brands try to connect with the customers on the topics such racism and LGBTQ.


Proof that #BlackLivesMatter is a tough topic for brands

If you look at some stats about hashtag #BlackLivesMatter mentions and shares in social media over the last two weeks, you will see some great, astonishing numbers. According to Brandwatch, the hashtag has over 2.6 million mentions on social media platforms. However, most of the accounts that create the mentions of the phrase are the news channels. Alysha Light, founder of Flight PR in LA, says that this is a reflection of the modern civil movement, because all those news outlets and brands have employees that can be significantly affected by current social issues.

Most of the times, when something racist and violent happens in society, only Facebook, Twitter, Uber, Spotify, and a couple of other big brands tend take a stand on it. Brands such as Ben&Jerry or Target (that address other social issues such as LGBTQ, however) remain silent and refuse to comment on recent events.

After two policemen killed black men in Louisiana, tech companies took on race and gun violence topics. Last Saturday, Susan Wojcicki, Youtube CEO, asked Youtube stars to speak about the recent events. Furthermore, Google made a tweet about their opinion regarding fighting against racism, and Twitter added some emoji that go with #blacklivesmatter.

Moreover, Spotify has created a special playlist that resonate with #blacklivesmatter, and Uber changed the symbol of cars to the peace symbol asking people to think about gun violence while waiting for their cars to arrive.


However, even if some top brands try to stand against racism and gun violence, sometimes their campaigns are not successful at all. When Starbucks began their campaign #RaceTogether last year, most customers took a swing at them saying that brands should not make people engaged in such conversations.


What makes #LoveWins easier for brands to talk about

When same-sex marriage was legalized last year, brands such as General Mills and Target changed their avatars to rainbow flags and made tweets with hashtag #lovewins, even though they remained silent about racist issues happening in society. And this is true, most brands find it easy to talk about LGBTQ than about race. Why? Well, according to Tamara Keller, COO of LA-based agency Sax, race is more complicated to talk about than love. Because for not black people it is hard to talk about something they have never experienced, while when it comes to love, everyone has experienced that feeling.

Keller also states that no matter what the issue is, brands should always speak up. Brands are the influencers of our world, and they significantly impact our decisions regarding what we wear, what think, and what we are.

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