"Should we say something?" This question, posed by a client during the height of the Black Lives Matter movement, immediately prompted my firm response: "No."
As a brand and marketing strategist, the past three years, have been tumultuous waters amidst social upheaval and global conflicts. My first involvement in this complex area began in the wake of George Floyd's tragic death, a period marked by many companies making public stands leveraging everything from social media to PR statements to voice their positions. During a strategy meeting with a client, the question was asked "Should we say something?"
My gut reaction was a resounding "No"—at least, not yet. Reacting to match the actions of others, merely to avoid looking indifferent, seemed misguided to me. I urged for patience, requesting a few days to consider the implications and to create a way forward.
This decision demanded a thoughtful and strategic approach, taking into account the company’s core identity, brand values, and customer base. The client was in the crafting industry, where their products and communities are deeply connected to personal joy and passion. Our customers saw their craft as an escape—a sanctuary where they found peace, shared their art, and experienced unity within the community.
This context made it clear that any statement made needed to be genuine and aligned with the ethos of both the company and its community. It was essential to craft a message that resonated authentically, rather than one that merely echoed the sentiments of others for appearance's sake.
We never issued an official statement, instead through our online communities and hosted festivals, we championed unity, diversity, acceptance, and change. This was achieved by spotlighting the very art created and shared within our community. Such an approach allowed us to genuinely and thoughtfully express the values of our company and our customers, continuing the traditions of storytelling and unity that define the community we cherish.
We've seen brands fall apart overnight often seeming to betray the values, and beliefs they purport to represent. This misalignment has shattered the trust these brands claimed to uphold. My job in a company is not to dictate what's right or wrong; the market has its way of resolving that. My job is to deliberate carefully, understand each business's intricacies, know the customers intimately, and outline a strategic way forward.
I've often wanted to explore this topic in podcasts and interviews, but its sensitive nature and the risk of misspeaking have led to rejections.
Now, I'm turning to you, my LinkedIn community, to share these insights. Conflicts and societal issues will persist, and while they are risky to address, they are crucial.
How would you handle such sensitive topics in your industry? I'd love to hear your thoughts below.
Pro Makeup Artist | Content Creator |Social Media Host
1moIt was a pleasure meeting the tarte team and thank you for the amazing goodies in the swag bag.