Allyship may be the word of the year, but it’s safe to say we live in a polarized society. From sports teams to sociopolitical issues, politics, and even what brands we choose, it feels more and more like we are expected to take a side and join a team with every decision we make.
Human nature implores us to organize every aspect of our lives into categories to create order. But in recent years, it seems nearly everything has been divided into groups that have little crossover and an enormous gap between them.
Brand loyalty is part of our daily lives and as marketers, we have tapped into our emotional affinity to build deep relationships between audiences and the brands they love. Today, that affinity extends beyond quality or affordability. Consumers take great stock in understanding, and more importantly aligning, with brand values, ethical environmental practices and workplaces, and global diversity initiatives. The brand-consumer relationship is no longer a transaction. People want to know that the brands they spend their dollars with hold the same or similar values on a range of issues. Add in the never-ending news cycle and rapid conversations on Twitter, and the expectation for instant responses and actions increases tremendously. Brands who react slowly or not at all risk being skewered or shamed online which can have real world consequences.
In an increasingly divisive world, is brand loyalty too polarized and are we feeding into the ‘us versus them’ cauldron? How can brands stay relevant and evolve with their audience while remaining true to their own values?
Do It Before the Backlash (The Good)
Despite what we see online, there are brands who make changes on their own without the looming threat of an online backlash. The popular ski resort formerly known as S**** Valley officially changed its name last year in a move that erases its offensive language and takes steps to recognize and reconcile its colonial past. The s-word is a slur toward Native American women and the resort took it upon itself to change the name without an external call to action. Now known as Palisades Tahoe, the resort worked with members of the local Washoe tribe, which has inhabited the land around Lake Tahoe for thousands of years, to change the name and is continuing to collaborate to shine a light on the Washoe people, history and culture.
Today, the resort also hosts Washoe cultural tours and plans to open a Washoe history museum in the future. In order for this rebrand to be successful, it was imperative for the partnership to be steeped in empathy and understanding, and not merely virtue signalling. In fact, many longtime guests of Palisades Tahoe felt the name change was unnecessary but the resort held firm and made the change because its old moniker no longer fit their values. The rebrand is more than just a name change, it’s a shift in cultural values that brings mindfulness into the picture to examine its relationship with indigenous communities in the surrounding areas.
There’s still more work to be done but hopefully, the movement for resorts and other well-known destinations to abandon offensive language will continue.
Beyond Authenticity (The Bad)
Today’s consumers are far more tapped into what brands are doing in and outside of their business and virtue signaling no longer cuts it. A look back at 2020 shows there’s no shortage of brands who missed the mark when it came to addressing social issues. Once the dust settled, black squares and “we stand with you” statements felt hollow and audiences wanted brands to do more to go beyond the moment.
Last year, Juneteenth was recognized as a federal holiday in America and 2022 was the first test for brands to get it right. Brands had to make very deliberate actions, campaigns and policies in observance of a holiday that celebrates the abolishment of slavery in the US. While many stumbled, Walmart’s misfired attempt was a special edition private-label Juneteenth ice cream which trivialized the emancipation of Black people from hundreds of years of slavery. Walmart received significant backlash on and offline and it was deemed a shallow and disrespectful attempt to check a box.
While Walmart’s original idea may have been well-intended, the execution didn’t take into account the history and emotional and cultural significance of the holiday. Even greater, it doesn’t appear that the campaign aligned with the brand’s values. The lesson here is to examine the foundational why and ask, is this relevant and emotionally resonant to the consumer or how the customer views our brand?
Somewhere In-Between
It’s easy to point out who got it right and who could have done better but what happens when a brand takes a stand that aligns with their values and is well thought-out? What about when that decision is intentional and mindful and there’s no sign of virtue signaling or box-checking and a portion of the audience doesn’t agree? Enter Dave Chappelle’s comedy special on Netflix. Fierce debate circulated around the platform’s decision to stand by the comedian and the content as a work of art and free speech. Protests erupted and critics loudly demanded on and offline that the special be removed from Netflix citing transphobic rhetoric while supporters celebrated freedom of expression at a time when many artists feel stifled by cancel culture.
Netflix stood its ground and did not remove the special. Many thought this would be the beginning of the end for the company but, Netflix maintained its hold as a leader in streaming platforms – an eye opener in the cycle of backlashes, apologies, cancellations and comebacks.
Some may never side with Netflix or other brands when they do or don’t take a stand, but what does this mean for the future of brand loyalty if the rules can change in an instant?
Tribalism, a root cause of polarization, is tricky because it exists in absolutes but humanity is anything but. Humanity and society are incredibly nuanced because as people, we continue to grow and evolve. While brands are entities, they are actually groups of people coming together for a common purpose.
Brand leaders should remember the human impact of their brands and allow themselves to evolve, to ask the right questions (e.g., how do we make sure that we make decisions that are on brand and in support of our brand mission?), and to move forward boldly into a world beyond tribalism.
Cover image source: Hassan Pasha