Navigating Through Social Change as a Small Business Owner
While political and social movements advocating for systemic change and equality for all within the nation have faced backlash, they have encouraged difficult yet necessary conversations and started a revolution by exposing the toxicity within the country, including the racism, homophobia, xenophobia, misogyny, etc. happening in America. In order to heal, we must shine a light on the darkness and face what has been exposed by the light. Now, with the power and influence of social media, failing to acknowledge these issues can negatively impact your brand identity, leading to questions and concerns about your brand values from customers. These conversations are not easy, but usually, the difficult conversation we’ve been avoiding are the conversations worth having if on the other side of that temporary discomfort is the glorious change and peace we seek.
There are some things to be mindful of when addressing political and social issues to ensure your business is taking an appropriate approach while remaining aligned with your businesses’ core values. It’s important to keep in mind that sometimes not reacting can be the most appropriate solution for your business.
If you are unsure on how to navigate through the political and social climate and you don’t know which route best fits you and your business, we defined the best paths to help you along your journey:
1. Main Street
a. Your Destination
Whichever political or social issue you are standing for or against, you don’t only need to make sure it aligns with your brand's values, but you need to make sure you are 100% on board before you share it with your audience. Simply, sharing a black square on Instagram and then forever resuming back to normal content won’t cut it. When you stand for a movement, stand tall. Be an active representation of your values. Trying to drive on both sides of the road won’t end well. Keep your eye on the destination, your businesses’ legacy. Don’t just talk the talk, walk the walk!
b. Read the Map
Throughout the process of deciding your route, curating copy, posting, and receiving feedback, you must be mindful of all the possible outcomes. As a business owner, the content you share is more likely to reflect and affect your community in a positive or negative way. It’s most important to meticulously draft your copy to be inclusive and respectful but also firm in your stance. Contemplate what your PR scare might look like before it becomes a nightmare. Consider how the content may be interpreted by different viewpoints and adjust accordingly. And if you do mess up, face it head on with honesty and integrity.
2. Back Roads
a. Avoid Bumps In the Road
Maybe you are not sure exactly where you stand. Maybe you don’t have the right words to articulate your message effectively. Maybe you are only feeling pressured to comment because others are. Or maybe you don’t think your viewpoints will resonate with your audience. In any of these cases, opting out of taking a stance might be the most appropriate route to avoid unnecessary commotion. What works for one person or business, may not work for you or your business. And that’s okay.
b. Going Forward
Many businesses only have the goal to deliver a quality product or service and not get involved in issues outside of their business. Just because you choose not to stand firm somewhere left, center or right of the political spectrum doesn’t mean you can’t stand firm, in your business’s ethics, morals and values. Your business can still have a worthwhile legacy without jumping into political and social movements. Define what type of role you want to take on in your community and stick with it.
Whether you choose to take main street or the back roads to navigate through these unprecedented times, remember that it is your duty to remain true to yourself, your values, and your code of ethics. Whatever path you decide to take, it’s your journey, own it!
