A framework for deciding when to take a stand

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While this lessens the pressure on companies, influencer-led activism carries its own brand safety risks. Many influencers are ill-prepared to speak out about most politically and socially charged issues, and some have unflattering digital footprints that could come back to haunt them. Which can quickly become a crisis for brands. The Q2 Pulse Survey found that almost half of consumers will unfollow a brand who partners with an influencer that doesn’t align with their values.

A stat call-out card that says 42% of all consumers will unfollow a brand who partners with an influencer that doesn't align with their values.
The bottom line is that any political or social stances your brand (or the influencers you work with) take should feel true to your ethos. Publicity stunts and cheap self-promotion will be sniffed out. Here’s a framework for deciding when an issue is right for your company to address.


To be clear, in most cases we don’t recommend brands take stances on social issues. Jun Poekert didn’t mince words when he offered his perspective: “I advise most brands that they shouldn’t actively be part of the narrative surrounding global events.”

But, there are a handful of times when you should. For example, if an event directly taiwan mobile database impacts your community. Read on for the questions to ask before releasing a statement and examples of specific instances that defy best practices.

A flowchart of questions brands should ask before taking a stance on social issues, as outlined in the following paragraphs
Assess your brand and industry
There are some industries where participation in global conversations makes sense based on your mission. For example, brands in the nonprofit sector may choose to speak about legislation that harms their communities. When creating political posts, these organizations should center impact over political affiliation, and focus on facts over feelings.