In today's interconnected world, global political situations are more relevant than ever to businesses, including the beauty and wellness industry. As a beauty or wellness brand founder, voicing opinions on these matters can be a tightrope walk - balancing advocacy and maintaining a broad customer base. This blog explores strategies for expressing opinions without risking cancellation, advocating for human rights while retaining customer loyalty, and maintaining a healthy separation between personal views and brand identity.
The first step is to understand that while it's important to have a voice, it's equally crucial to be informed and tactful. Ensuring that what your are sharing is both accurate and true. Sometimes we can get extremely caught up in the moment and our passion to do what’s right. This can lead to us being misinformed or jumping on a movement that isn’t aligned with our beliefs. Doing your own research is key, never just take an opinion and run with it. Make sure your opinion is well formed, factually accurate and has a place in the on going situation.
Practising empathy is also paramount as these times. Understand that customers come from diverse backgrounds and beliefs. Statements should be inclusive and respectful.
Advocating for Human Rights
Supporting human rights aligns with the ethos of many beauty brands, focusing on empowerment and self-expression. It’s key as a founder to ensure that you
Align with Brand Values
Ensure that the advocacy is in line with the brand's core values and mission.
Take an Educational Approach
Use the brand's platform to educate and inform, rather than just express opinions.
We have also witnessed when founders values don’t match those of a brand or when founders speak on a matter personally but it is received as the brands opinion. Balancing Personal Views and Brand Identity can be tricky. We advise our founders and clients to maintain a distinction between personal beliefs and the brand's voice is vital.
This can be achieved by both
Personal vs. Professional Platforms
Use personal social media for individual opinions, keeping the brand’s platforms for business-related content.
Consistent Messaging
Ensure consistency in the brand’s message across all platforms, reflecting its values and mission.
Another key way to approach your content on controversial topics is to work on engaging Without Alienating. It's possible to engage in political discussions without alienating customers. Some of the best ways to do this ate
Focusing on Common Ground
Address issues that resonate with a wide audience, like human rights, sustainability or equality. Ensure that you are using your platform to forward the movement in the right way, not just stir emotions and reactions
Inclusive Communication
Use language that is inclusive and unifying, rather than divisive. Think about the variety of people in your community and how many opinions there are likely to be
Speak from the heart
Being the best, open, honest and authentic version of yourself will often ensure your message is received in the right way as your community will know you, your intentions and your tone of voice
Sometimes we still make a statement or are called out for our behaviour and the fear of cancel culture in todays market is real. Responding to Backlash can make or break a situation. It’s important to respond to feedback, when it’s good or bad. Own your actions and opinions, as well as apologising were needed.
In case of backlash, it's important to:
Stay Calm and Professional
Respond thoughtfully rather than reactively. Always remember that peoples emotions are heightened during these times. Not reacting negatively can go along way
Open Dialogue
Encourage constructive conversations, showing willingness to listen and learn. Be aware of your community and their voice. We are all learning, all the time.
Be Open and Honest
Talk about criticisms and comments openly with your community, showing you understand and empathise, sharing any steps you are taking to better understand situations or be more mindful in the future
Be Authentic
Founders are often the heart of their brand and play a huge role in why brands can become so successful. Be mindful of this when communicating with your community
Navigating global political situations as a beauty or wellness brand founder requires a balance of advocacy, empathy, and strategic communication. By aligning with brand values, maintaining a clear distinction between personal and professional opinions, and focusing on inclusive and educational messaging, founders can participate in these conversations meaningfully without jeopardizing their brand's integrity or alienating customers. The goal is to be a brand that stands for something, while also respecting the diverse viewpoints of its audience.
Want to align what your brand stands for? Drop us an email hello@wearealtitude.co.uk or a DM @weare_altitude and let’s jump on a strategy call
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