We are at a pivotal moment for brands: Consumers expect brands to take a stand on the current events because these events represent deep ethical and moral questions. But brands have traditionally worked hard to steer clear of political issues.  

So what’s a brand to do?  

A new Washington Post poll found that 74% of Americans support the black lives matter protests, however the expectations of how brands should act diverge along racial lines.  

If your brand is serious about supporting the black community, you should avoid making public statements in support of the police and invest in racial sensitivity training or donate to social justice causes. Publicly supporting the protests (rather than the cause) could alienate white customers. 

So should you take a political stand? 

Edelman’s recent study found that more than 70% of consumers are ready to “forever abandon the goods and services of those companies that put their own profit in the first place, rather than protecting people”.

At the same time, 42% consider advertising that is in no way connected with the current situation to be unacceptable.  

If you don’t show that you are sensitive to the topic of the day and prove that you are taking action to support the cause, you will disappoint your audience. 

The worst thing a brand can do these days is to come across as insincere. Now is not the time to spin or jack the news – Be clear about where you stand, take action, and don’t boast about your past accomplishments in supporting social justice.

Supporting social justice and denouncing racism these days requires more than lip-service. If you say it, you need to own it.

Feature image credit: Win McNamee/Getty