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.
The Deep Dive
- Episode 205: Running Out of Everything w/ Peter S. Goodman November 21, 2024Philip welcomes global economic correspondent for The New York Times Peter S. Goodman to the show to discuss his new book How The World Ran out of Everything: Inside the Global Supply Chain. In this conversation they look at the fragility of the global supply chain and what it means for our long term economic, […]
- Episode 204: Making New Worlds w/ Aida Mariam Davis November 7, 2024Philip welcomes writer/scholar Aida Mariam Davis to discuss her latest book Kindred Creation: Parables and Paradigms for Freedom. In their wide ranging conversation they explore how building ties of kinship and surfacing varying knowledge systems can make new worlds possible. The Drop – The segment of the show where Philip and his guest share tasty […]
- Episode 203: Leadership & Making a Masterpiece w/ Charles Spinosa October 31, 2024Philip welcome Charles Spinosa, author Leadership As Masterpiece Creation to The Deep Dive. In their conversation, they discuss what it means to be a leader, how we organize ourselves and what it looks like when masterpiece language and thinking applies itself to our work. The Drop – The segment of the show where Philip and […]
- Episode 202: Solving the Climate Crisis w/ John Berger October 24, 2024In this episode of The Deep Dive, Philip welcomes John Berger, the author of Solving the Climate Crisis. In this conversation, they examine the growing climate emergency against ongoing global movements to stem the tide and reverse course. The Drop – The segment of the show where Philip and his guest share tasty morsels of […]
- Episode 201: Wrestling with Gender & Leadership w/ Susan Madsen October 17, 2024Philip welcomes researcher and author Susan Madsen to the show. In their conversation, they explore her new book focused on gender and leadership and dissect the consistent myths and impediments to women led leadership. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual goodness and creative […]
- Episode 200: The Resilience Myth w/ Soraya Chemaly September 12, 2024On episode 200, Philip welcome author and activist Soraya Chemaly to the show. They discuss her latest book The Resilience Myth and how our belief systems on resilience, grit and strength impact us as individuals and as a society. The Drop – The segment of the show where Philip and his guest share tasty morsels […]
- Episode 199: Black Scare/Red Scare w/ Dr. Charisse Burden-Stelly August 22, 2024Philip welcomes Charisse Burden-Stelly author of Black Scare//Red Scare to the show. In their conversation, they examine the historical connection between the criminalization and fear mongering in radical politics through the lens of anti-communist and anti-Black thinking and policy. The Drop – The segment of the show where Philip and his guest share tasty morsels […]
- Episode 198: End of the World w/ Jon Mills August 8, 2024Philip welcomes Jon Mills the author of End of The World: Civilization and Its Fate. In their conversation, they discuss whether or not extinction is an inevitable event and what are the underlying conditions of a future that seems more precarious. The Drop – The segment of the show where Philip and his guest share […]
- Episode 197: St. Augustine & the Christian Master w/ Matthew Elia August 1, 2024Philip welcomes Matthew Elia to discuss his new book, The Problem of the Christian Master. Taking a turn into the theological we discuss how St. Augustine’s relationship with the master/slave duality has impacted modern Christian thinking. We dissect how this connects to Black Studies, liberation politics and on the other side of the equation Christian […]
- Episode 196: Out of Time w/ Colin Strong July 11, 2024Philip welcomes Colin Strong to the show where they discuss his book Out of Time. In their conversation, they tackle the meaning of time, literally and figuratively, and how it impacts how we know and understand our place in the world. The Drop – The segment of the show where Philip and his guest share […]