Whether you woke up on the morning of Nov. 6 aligned with the victors or vanquished, we all can agree that the last year has not been filled with words that inspire our hopes and dreams. Politics are polarizing by nature. Most companies are not. Having learned their lessons — and burned their fingers — by wandering into contentious issues earlier in this decade, we are likely to see brands grow more cautious, conducting business as usual in an effort to avoid alienating shareholders, customers or employees.
Paralyzed by fear and afraid to make the wrong move, they will remain silent.
But silence isn’t the answer. History shows us that brands that engage meaningfully with the human experience while others retreat gain lasting advantages. More importantly, they fulfill their deeper purpose, serving as beacons of hope that make promises of improved lives and better tomorrows.
At The Shipyard, our extensive work in the mental health space has taught us a fundamental truth: “Communication can cure.” As we listen to consumers’ despair and attune ourselves to our clients’ challenges, we see a society crying out for connection, understanding and healing. Marketing, at its best, can help bridge these deep divides.
Here’s how brands can contribute to national healing without getting caught in the political crossfire:
- Lead with empathetic listening. Rather than broadcasting one-size-fits-all messages, brands must first understand the complex emotions their communities are experiencing. Use data and social listening to understand not just what divides people, but what unites them. Create safe spaces for dialogue that focus on shared values and common ground.
- Build from within. Healing starts at home. Before launching external campaigns, organizations must do the internal work of fostering understanding and respect across their own diverse workforces. When employees feel heard and valued, they become authentic ambassadors for your brand’s unifying message.
- Create connecting experiences. In our digitally divided world, brands have the unique power to bring people together through shared experiences. Whether it’s community service initiatives, cultural celebrations or collaborative problem-solving events, meaningful interactions help people see beyond political labels to recognize their common humanity.
- Champion pragmatic progress. While politicians deal in absolutes, brands can celebrate incremental positive change. Highlight stories of local communities working together, showcase customer initiatives that bridge divides, and demonstrate how your products or services help people build better lives regardless of their political beliefs.
- Invest in digital community building. Social media doesn’t have to be an echo chamber of division. Brands can create moderated spaces for constructive dialogue, share stories that emphasize our shared hopes and challenges, and use technology to connect people across geographic and ideological lines.
Most of all, we all need to stand for something.
The path forward isn’t about choosing sides or staying silent. It’s about choosing humanity. While it may be tempting to freeze our communications until the political temperature cools, great brands recognize their unique power to be part of the national healing. If we approach this moment with empathy, authenticity and a genuine desire to help, people will not just welcome our messages — they’ll help amplify them.
That’s because brands are beacons of hope. They make promises of improved lives and better tomorrows. And it’s why now, more than ever, we all must seek relevant ways to be active participants in the national conversation to promote national healing.
So, as billions of dollars of media leave devices and airwaves … it is our turn to fill the vacuum.
Let the inspiring positivity of our brands be just a bit of help to heal … one human connection at a time. We’ve done it before as marketers, now is the time to do it again.
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Opinions expressed by SmartBrief contributors are their own.
