It used to be commonplace for businesses and brands to avoid addressing social issues. Having too loud an opinion or too strong a stance, the thinking went, would only serve to alienate certain customers and inhibit growth. Today, nothing could be further from the truth. Businesses today are expected to have values and live by them, a trend which has only been accelerated due to the pandemic and the rise of Gen Z consumers. If your firm hasn’t developed an identity around these topics, it’s time for leadership to start acting.
Many of the world’s best-loved brands are those who make their values known. Think of Patagonia, who devote an entire section of their website to activism, or Ben & Jerry’s, who are committed to a more equitable pay model. These traits are not just part of the appeal for people who work at the company but also for their customers. The same can be true for your firm if you take time to develop a social facet to your brand.
One place where we’ve seen massive growth when it comes to social issues in business is through diversity, equity, and inclusion (DE&I) programs, which have been popping up at companies of all shapes and sizes. In addition to being a vital component of an employment brand, workplace diversity and inclusion have been statistically proven to improve performance. The appeal of such programs is obvious. The problem for many firm leaders comes with implementing them.
It is totally okay to find yourself struggling in terms of how to act on such crucial-yet-sensitive issues. Most firm leaders didn’t seek out accountings because they were expecting to navigate such waters. Good leadership, though, is all about rising to the occasion, whether that means a sudden shift to working from home or an impetus to define your stance on the current social moment. That’s not to say the work will be easy, as these are not simple topics. With a little work and an open mind, though, you can find yourself in a much better place. Here are a few great places to start.
