Culture Has No Sidelines

Many brands still try to avoid controversy at all costs. PR is still all too often about “damage control”. Brands still fall victim to the idea they can remain “above the fray” and avoid controversy.  Making a stand or aligning oneself with the social issues is still thought of as risky behavior that is best avoided.

SF QB Colin Kaepernick is showing us the way. Courting controversy for controversy’s sake is passe. The new way forward in cultural spaces is to take a stand. Culture has no sidelines.

It is well documented that preferences are shifting dramatically in terms of how we interact with brands and make our buying choices. Though much of the research is focused on millennials and their desire to be more authentically connected to the brands they support, this value proposition is fairly widely dispersed over many demographic metrics. Additionally, in a time of global inequality people are questioning the merits of mass consumption and its connection to our personal identity. In an age of accessible information and instant connectivity a brand must be relevant in cultural spaces and that means having a clear position on social issues.

Our working thesis the Cultural Prime Directive is a relevant talking point because it is an effective frame for an organization that needs to navigate and excel in cultural conversations. The world is more complex than it has ever been and everyone, individuals and organizations are fighting for a piece of mindshare. Against this backdrop marginalized and oppressed people are demanding a seat at the table using any and all means necessary. How does one effectively join these conversations in a conscious and emotionally intelligent way? Here are three different ways that brands can take a stand now:

Intervene: Your voice matters and so does the courage of your convictions. It doesn’t matter whether you are a sneaker company or a technology company you need to make a statement on the issues of that day. AT&T CEO Randall Stephenson hammered this point home in a recent speech to employees in Charlotte, a city rocked by unrest after the murder of an unarmed black man at the hands of police.

Facilitate: Be a facilitator of difficult conversations and make a commitment to bring people together around inquiry. Despite the earlier misfire in execution by Starbucks when it launched its “Race Together” campaign their commitment to facilitate conversation on social issues has not changed. Starbucks CEO Howard Schultz remains steadfast in his commitment to addressing social issues. He stated in a recent shareholders meeting “We are a performance-based company driven through the lens of humanity. Some people say social responsibility isn’t our job; that our only job is to try to make a profit. I reject that! I can tell you with much proof that it is accretive [adds value] to shareholder value. It is accretive!” Obviously this perspective drives Starbucks vision as well as solidifies their place among their considerable customer base.

Embrace: Find your lane and embrace it unapologetically.  Patagonia embodies its brand mission in every part of its business. Patagonia’s work environment, supply chain, marketing and craftsmanship all align in a consistent embrace of it’s founder vision. Patagonia’s strategy of eschewing traditional growth metrics might seem to fly in the face of conventional “wisdom” but it has made the company the industry standard. Their commitment hasn’t made things easier for them but by refusing to take shortcuts in their business model they have actually thrived. Embracing one’s future means no shortcuts.

Laying in the cut is not an option in the 21st-century conversation. You are part of it like or not, now let’s get to it.