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It’s a consequential time to be a brand. Every day, social, political and economic issues are creating flashpoints in culture that provoke opposing opinions and concerns. And businesses are feeling the effects: 64% of people would either buy from a brand or boycott it, solely because of its position on a social issue.
Most brands view this reality in terms of risk, and all too often overlook that there’s opportunity there too. When brands engage with important social issues in insightful ways that drive action, they can become agents of change themselves and put themselves in a position of strength and influence.
I recently had the privilege of moderating a panel at Advertising Week New York, where I talked with leaders from different backgrounds and disciplines about how creativity—and the companies and organizations who wield it—is helping move the needle on socially entrenched issues in ways that have never been achieved. The conversation coalesced around the idea that brands who want to be agents of change must first consider where they can credibly make an impact and three common themes emerged.
Follow the data
Data can present evidence of an issue for a brand to tackle as well as help inform the specifics of a campaign. Each of the panelists I had a chance to talk with offered stories about a specific piece of data or research insight that helped inspire their campaign.
Ad Council chief campaign development officer Michelle Hillman talked about learning that 70 million Americans are considered “Skilled Through Alternative Routes (STARs)” meaning they possess skills employers desire, but lack the traditional educational experience that many employers set as table stakes. This shuts nearly 50% of our overall workforce out of opportunities to advance their careers and advance economically. From there, the ‘Tear the Paper Ceiling’ campaign was born, raising awareness around the issue of strict degree requirements for employment.
For Zakiya Thomas, president and CEO of the ERA Coalition, it was that 80% of Americans don’t realize that equal rights are not enshrined in the U.S. Constitution, as they are in many countries. Against the backdrop of the Dobbs decision, it’s a stark reminder that our rights are something that cannot be taken for granted, and this insight led to ‘WOMAN Corp.’ The campaign shined a light on the fact that corporations have more rights in the U.S. than women do by creating a “corporation” called WOMAN Corp.
