Engaging with caution and purpose in a socially-conscious market
This article was based on the interview with Taylor Bennett of DoorDash by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Brands have the opportunity to play a significant role in today’s socially conscious market and the important conversations around social issues. However, it is essential for brands to approach these discussions with caution and purpose to avoid potential missteps and backlash.
In a recent podcast episode of The Agile Brand, Taylor Bennett, Global Head of Public Affairs at DoorDash, discussed the intricacies of engaging with social issues and the importance of brands crafting and owning their narrative.
One of the key considerations when it comes to engaging with audiences on social issues is identifying the right moments to do so. Brands must assess the current landscape and determine if their involvement in a particular issue aligns with their values and mission. It is crucial for brands to be authentic and genuine in their engagement, rather than jumping on the bandwagon of trending topics for the sake of appearing socially conscious.
Furthermore, brands must consider the potential impact of their involvement on their audience and stakeholders. It is essential to assess whether the brand’s voice will add value to the conversation or if it may be perceived as opportunistic or insincere. Brands should also be mindful of the potential risks and consequences of taking a stance on a controversial issue, as it could alienate certain segments of their audience or damage their reputation.
In deciding when it may not be the best time to engage with audiences on social issues, brands should exercise caution and consider the potential implications of their involvement. If a brand’s values and mission do not align with a particular issue, it may be best to refrain from getting involved to avoid appearing disingenuous or inauthentic. Brands should also be aware of the complexities and nuances of social issues and ensure they have a thorough understanding of the topic before taking a stance.
Overall, engaging with audiences on social issues requires careful consideration and a strategic approach. Brands must assess the right moments to engage, consider the impact of their involvement, and be mindful of the potential risks and consequences. By approaching these conversations with caution and purpose, brands can effectively navigate the challenges of engaging with social issues and craft a narrative that resonates with their audience.
