“Existing along the path of least resistance will no longer do; companies cannot merely say they stand for something – they must actually be perceived as standing up for those causes and societal issues.”
It’s been two years since I wrote those words, but it feels like lifetimes have since passed within that space.
“Hold the line” used to be something I’d say when hoping to inspire others to stand up or hang on. But I’ve reconsidered that:
It’s no longer enough to hold the line.
Those of us with power and privilege must advance the line.
As core, unwritten social contracts lie in tatters, people are turning to companies to fill the void that’s been left. We’ve recognized that it’s money that drives change – and so citizens are becoming activists when they shop or choose who to do business with.
Consumers are driving the next great social change via their wallets
Studies show a dramatic rise in consumers revolting against the status quo via the power of their wallet – they’re boycotting the businesses who don’t align with their values in droves.
And if companies think they’re operating in an area difficult to navigate with the current generations in power – that it’s too risky to take a stand – they are woefully unprepared for the next generation of leaders and buyers to rise.
Some companies are struggling to define the values and beliefs for which they stand, but consumers are helping them quickly figure it out.
Though the needle hasn’t actually moved much on women in leadership roles for years, those who have risen are lending their voices via their wallets, wisdom, and experiences to push things forward. We’ve carried Gen Z within our wombs, then raised them to be quicker to adopt the bravery passed along to us by the generations of women before us.
Today, purpose must be more than a marketing tactic. Brands can spend millions on engaging emails, social media, and offers, but the consumer today is incredibly smart. If businesses are doing a lot of talking about changing things, but not taking action, they might as well be throwing that money away.
“If you don’t stick to your values when they’re being tested, they’re not values: they’re hobbies.”
– Jon Stewart
The simple truth is that no amount of advertising budget can overcome the power of authenticity, the will of the people, and the movements driven by those committed – on every level – to a cause.
Take for example this powerful speech by Brenda Moss given in front of a crowd of volunteers gathered to advance gun safety, as news of another mass shooting arrived. No matter who you are, no matter how big your bottom line, you cannot compete with the power of belief and conviction.
Imagine being a brand that doesn’t align with the values of the people in this room, then understand how unlikely it is that you’ll ever earn one dime of their money.
https://youtube.com/watch?v=jsOAlIw7gjw%3Fstart%3D6
You can’t inspire passion and loyalty, or talk authenticity without being authentic. You cannot expect to be a leader if you aren’t willing to stand up for what’s important.
When she talks, I hear the revolution: What are the things that matter to consumers?
The anger and sorrow that serve as the foundation of revolutions have been sparked this year. If you’re not addressing the social injustices that Black people face, the importance of diversity and inclusion, climate change, or other inequities today, you won’t have the opportunity tomorrow.
People are done waiting for change. They are now demanding it, and they will not stop until these issues have been appropriately addressed.
Circling back to two years ago, I was fortunate enough to speak at the invitation of NewsCred for their ThinkContent conference, where I heard the most powerful keynote of my life.
Stacy Minero, Global Head of Twitter Art House, left the audience in tears, rising up to applaud her.
Earlier this year, I was fortunate to have connected with Cali Green, a force of nature who is in the business of literally creating a better world.
It’s difficult to express just how how talented Erica Davis is – from innovation to strategy to WNBA star, she’s accomplished so much – and she’s only just beginning.
It’s my tremendous honor to host these three for a session on purpose, diversity, and inclusion on behalf of SAP Customer Experience for our annual event, which will be held online this year.
I promise, when you hear them talk, you’ll hear the revolution.
Watch the on-demand session HERE.
