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The beauty of knowing who you are is knowing when to act. As brands react to the current government shutdown, it’s striking to see how genuinely authentic most of them feel. Companies including REI, Columbia and The North Face are among some of the most vocally critical brands on the government shutdown, and their messaging feels right on point. So, what makes them successful
Admittedly, these brands all have strong backbones of activism, which certainly lends credibility to the realness of their missions. But that’s not all they have going for them. After all, for every mention of Dove Real Beauty (and there have been many, many mentions), very few brands have successfully activated a social impact platform that contributes at the brand level. Simply stating that you oppose a policy or situation won’t resonate with today’s consumer. This is because it’s no longer enough to ostensibly “stand for something” unless that stance is truly brave.
Instead, brands must embrace the new formula for brand activism success. The formula is simple: Topical relevance plus meaningful acts of generosity multiplied by repetition equals success. And the companies above have demonstrated the power of this formula. Brands that don’t follow this formula are at risk of being called out for their lack of authenticity, or worse if they offend the very people they are trying to reach. However, that should not deter marketers from taking a stand, and more importantly, taking action during unsettling times. Case in point, during the longest government shutdown in this nation’s history.
The government shutdown is just the latest move (or lack thereof) from our administration that could inspire the next big idea, leading to real action and change. You don’t need to take a political position to acknowledge that our country’s leadership has been a source of constant inspiration for comics and late-night show hosts around the world, and ad land is quick to take notes in this latest round of controversy.
Just look at Burger King’s rapid response to the recent presidential Twitter blunder. It worked so well, thanks to the brand’s consistent irreverence combined with perfect timing and relevance. But while Burger King nailed its witty response, not all brands will win with simple commentary on topical news events without backing it up with real action. It’s companies like Sweetgreen, which led an action-oriented initiative to offer meals to furloughed workers, and Kraft, with its two-day “Kraft Now, Pay Later” event in D.C., whose responses held true to their values and were evidently designed for real impact.
Yet these activations are just the beginning. Given the looming economic threats around delayed income tax refunds for consumers and reduced spending in general, purposeful brands will continue to find ways to reach and help their consumers. And they will be disproportionately rewarded with goodwill exactly because of the sharp contrast with the current governmental apathy.
Ultimately, whether it’s a government shutdown or a natural disaster, brands have the ability—and sometimes responsibility—to play a vital role. By demonstrating genuine concern, real generosity and acting quickly, consumers will likely forgive them if they haven’t always had a well-publicized social purpose platform. In this case, at least they’re acting when our government leaders are not.
