In today’s politically-charged climate, brands that champion DEI may find themselves at the center of controversy. While backlash from intolerant individuals may be disheartening, it’s essential for brands to take ownership of their DEI-related campaigns and stand firm in their values. In such instances, brands should expect backlash, stand firmly behind their DEI initiatives, view controversy as an opportunity, and defend their partners to maintain trust and foster meaningful relationships.
One clear case study for this is the recent Bud Light controversy in which the brand faced backlash in response to a sponsored post that featured Dylan Mulvaney, a transgender woman. Bud Light went silent for nearly two weeks on social media, where the controversy was taking place, leaving a vacuum for critics to fill. Then, following that silence, Brendan Whitworth, CEO of Bud Light’s parent company Anheuser-Busch, put out a statement that while not specifically apologizing, did appear to indicate a desire to stay out of the fray in the conversation on DEI and failed to offer support for Mulvaney. The response was highly disappointing to many who had been in support of the brand’s DEI efforts and resulted in the Human Rights Campaign Foundation taking away Anheuser-Busch’s top rating for LGBTQ+ equality.
Here are the key crisis communications takeaways for brands engaging in DEI efforts:
No Need for Apology Statements or Walk-Backs:
When the source of controversy is your brand’s promotion of DEI, there is no need to issue apology statements, unlike in most other instances of backlash. Promoting diversity and inclusivity is not a mistake or an offense; it is an expression of your brand’s commitment to equality and social progress. Brands and organizations should base DEI and CSR campaigns on established values they are deeply committed to. That way, they can remain consistent and unwavering in the face of backlash. Rather than apologizing, brands should seize the opportunity to reinforce values and communicate openly with audiences about the importance of DEI in the brand’s mission.
Expect Backlash and Practice Social Listening
Brands should anticipate and develop crisis plans for backlash in response to their DEI campaigns, given the polarized political climate we find ourselves in. By proactively engaging in social listening and monitoring conversations on social media platforms and other channels, brands can gain valuable insights into public sentiment and effectively respond to criticism. Engaging with critics constructively demonstrates your brand’s willingness to listen, learn, and engage in meaningful dialogue.
Controversy as an Opportunity
Although controversy surrounding DEI campaigns can be challenging, it also presents an opportunity for brands to connect with new consumers who share similar values. In a landscape where consumers increasingly seek authenticity and alignment with brands, taking a stance on important social issues can be a differentiator. On the other hand, backing down, as Bud Light did, can alienate people on both sides of the DEI coin. Brands should use the backlash as an occasion to educate and engage with audiences, creating a deeper connection that can foster long-term loyalty.
Defending Partnerships and Building Trust
When partners or allies are facing attacks due to their association with your brand, it is crucial to stand by them. Failing to defend your partners not only damages the trust they have placed in your brand but also erodes trust among your current and potential future partnerships. By actively supporting and publicly standing up for your partners, you reinforce your commitment to shared values and demonstrate solidarity. This builds trust and strengthens the relationships that are integral to your brand’s success.
Conclusion
In the face of political-based backlash surrounding DEI-related campaigns, brands should approach the situation with confidence, integrity, and a commitment to their values. By refraining from apology statements; expecting, preparing for and listening to backlash; viewing controversy as an opportunity; and defending partners, brands can not only weather the storm but also create a positive impact and foster lasting connections with their audiences.
CONTROL, by Fiayo. 