Is It Worth Taking A Stance?
“Courage is what it takes to stand up and speak; courage is also what it takes to sit down and listen. “- Winston Churchill
In just a few years, we have been able to see the shift of courage that businesses have made. It was once preposterous for a business to hold a stance on economic, environmental, and social values and share it publicly. Now, it’s allowed some business to thrive because it has taken their business beyond just the products or services that they sell.
This is largely because millennials care about the brands that they are purchasing from. They would rather purchase from a business that has similar values as them than one that does not.
Taking a stand can be emulated in 3 different ways by having a purpose, making it apart of the businesses company culture, and/or being an activist. These 3 businesses did it in different ways:
Patagonia-The company has gone beyond just selling jackets and outdoor wear by taking environmental and political stances. The company’s mission is to educate and inspire people to be aware of the environmental changes around them. They did this through their campaign “The President Stole Your Land”, after hearing Trump wanted to reduce the size of two national monuments, they posted this news all over their website.
Dick’s Sporting Goods-The company which is known for selling sporting goods and outdoor gear took a major stance when they decided to discontinue selling guns. The announcement was made shortly after the massive shooting school shooting that took the lives of 17 students.
Procter & Gamble- The consumer household goods business took a stance when it aired its “Like A Girl” campaign but did it again with the campaign “We See Equal”. The campaign showed both girls and boys defying gender stereotypes.
Taking a stance is not always easy though. First, it must resonate with your target market more than anyone else. Second, it must be done properly and in a tactical way. If not, it can be ineffective and can damage the reputation of your business. Lastly, how and when you position the stance is important. It is more important that it is seen by your target audience than any other.
Taking a stance is a huge risk, some businesses took this risk and it didn’t go well in their favor. In order to avoid that from happening, really get to know who your customers are. What values do they have? Why do they shop your business? All these things allow you to gain a greater understanding of who they are. If you have this done, taking the risk of taking a stance can be in favor of your business