The Challenge of Corporate Activism
In today’s world, companies are often thrust into the center of polarized social and political issues. From climate change to gun control and LGBTQ+ rights, the ALS Ice Bucket Challenge, Ben and Jerry’s climate activism, Dick’s Sporting Goods’ stance on gun sales and Disney’s response to Florida’s “Don’t Say Gay” bill all highlight the complexities of corporate activism. These cases show how challenging it can be for organizations to communicate effectively in an environment where opinions are divided. PR professionals must be skilled in managing these sensitive topics and tailoring their messaging to resonate with diverse stakeholders.
The Power of Authenticity in Brand Activism
Ben and Jerry’s has long been praised for its authentic and consistent brand activism. By integrating social justice causes into its company’s mission and product offerings, like its “Save Our Swirled” flavor for climate change awareness, Ben and Jerry’s set itself apart as a leader in corporate activism. According to Epstein et al. (2018), they write, “In 2015, this effort was amped up with more frequent blog-style articles published to the company’s website and the creation of an ice cream flavor devoted to raising awareness about global climate change” (Epstein et al., 2018, p. 2). This level of genuine engagement builds trust and loyalty among consumers. However, Disney’s initial response to the “Don’t Say Gay” bill showed a lack of authenticity. “Trouble in Paradise: the Walt Disney Company’s Response to Florida House Bill 1557” (n.d.), demonstrates that Ben Siemon, an actor and writer known for his work on “DuckTales,” criticized Disney’s response to the bill, stating that it was insincere and insufficient. He pointed out that Disney remained silent during the bill’s passage and continued to support the politicians who voted for it (Trouble in Paradise, n.d., p. 12). Their delayed and indecisive approach was met with criticism from employees and consumers who felt the company wasn’t standing up for the values it espoused. This contrast showcases the importance of authenticity when companies take a stance on social issues.
Balancing Stakeholder Expectations
When companies engage in social activism, they must balance the interests of various stakeholders, including employees, consumers, shareholders and the general public. Each stakeholder group can have different views and values, creating potential conflicts. For example, Dick’s Sporting Goods faced backlash from customers who felt their rights were being infringed upon by the company’s decision to limit gun sales. According to “Dick’s Sporting Goods Enters the Gun Debate: Revising the Playbook” (n.d.), it showcases that “very little of that comes from profit on gun sales specifically, where margins are slim; instead the figure is driven by gun buyers and hunters who make other purchases (such as shoes, coats, sleeping bags, coolers, etc.)” (Dick’s Sporting Goods, n.d., p. 9). Meanwhile, employees of Disney were upset by the company’s initial hesitation to speak out against the “Don’t Say Gay” bill, leading to internal unrest. Blair (2022) writes, “Animator and director Dana Terrace, who created Disney’s animated series The Owl House, joined in the protest. Terrace called for action: a livestream for charity on March 13 to go to organizations that support LGBTQ+ youth” (Blair, 2022). Understanding the different perspectives of these groups is important for maintaining harmony and protecting the company’s reputation.
Source: Ranking Digital Rights
The Importance of Proactive Communication Strategies
Proactive communication is important when taking a public stance on controversial issues. By anticipating potential backlash and framing the narrative, companies can manage their reputations effectively. Dick’s Sporting Goods proactively communicated its decision to limit gun sales and advocated for reform. Schizer (2019) writes from Ed Stack from a Q&A saying “It led us to make the decision to remove assault-style rifles from Field & Stream stores…We were inspired to make those decisions by the brave survivors of Parkland” (Schizer, 2019). This strategy helped the company manage backlash and frame the discussion around the values of youth safety and responsibility. Similarly, the ALS Ice Bucket Challenge was a brilliant example of a non-traditional PR strategy that used social media to raise awareness and funds. According to “When Every Drop Counts: ALS Ice Bucket Challenge Floods Nonprofit with Cash” (n.d.), it demonstrates that, “To keep the momentum going, the article ended with links to the ALS Association’s Twitter, Facebook, YouTube and Instagram Ice Bucket Challenge pages” (“When Every Drop,” n.d., p. 124). PR professionals must anticipate how their messages will be received and prepare accordingly.
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Walk the Talk
One of the most important lessons from these case studies is that companies must not only speak out on social issues, but also back up their statements with consistent, meaningful action. Consumers are increasingly skeptical of businesses that make superficial statements without real change. Companies that walk the talk are more likely to build long-lasting relationships with their stakeholders. For example, Dick’s Sporting Goods aligned its decision to limit gun sales with its core values, resulting in both positive and negative outcomes. However, their commitment to making a change in response to a social issue contributed to the company’s long-term reputation as an ethical business.
Managing CSR and Activism
Public relations professionals have a role in managing corporate social responsibility (CSR) and activism efforts. PR experts must have helped companies develop strategic communication plans that align with their core values and proactively engage with stakeholders. Key aspects of PR in these cases include:
- Strategic Communication Planning: Crafting messaging that anticipates reactions and aligns with the company’s mission.
- Stakeholder Engagement: Maintaining open communication channels with employees, customers and the public to address concerns and build trust.
- Authenticity and Transparency: Ensuring the company’s actions match its public statements to foster credibility and trust.
- Reputation Management: Responding to negative feedback and managing the company’s image during times of public scrutiny.
- Non-traditional PR Tactics: Embracing creative strategies such as social media campaigns and viral content to drive engagement and awareness.
Navigating the New Era of Corporate Responsibility
In conclusion, the cases of ALS, Ben and Jerry’s, Dick’s Sporting Goods and Disney emphasize that corporate activism is no longer optional, it’s expected. Companies must act authentically, transparently and proactively when engaging with social issues. PR professionals have the challenging task of guiding organizations through this complex landscape, ensuring that their actions resonate with their values and resonate with their stakeholders. By doing so, companies can not only manage their reputations, but also contribute meaningfully to societal change.
References
Blair, E. (2022, March 10). After protests, Disney CEO speaks out against Florida’s “Don’t Say Gay” bill. NPR. https://www.npr.org/2022/03/08/1085130633/disney-response-florida-bill-dont-say-gay
Dick’s Sporting Goods Enters the Gun Debate Revising the Playbook (n.d.). 1-16.
Epstein, C. B., Garcia, L., Kent, R. L., Podolin, J. L., & Jin, Y. (2018). Ben & Jerry’s sends Out an S.O.S.: An analysis of Ben & Jerry’s global climate activism. Case Studies in Strategic Communication, 7, 1-35. https://cssc-ojs-utexas.tdl.org/cssc/issue/view/7
Schizer, M. W. (2019, November 27). DICK’S Sporting Goods’ Ed stack on why he stopped selling assault rifles and whether CEOs should avoid controversy. Newsweek. https://www.newsweek.com/2019/12/13/ed-stack-guns-dicks-sporting-goods-interview-1473913.html
Trouble in Paradise The Walt Disney Company’s Response To Florida House Bill 1557 (n.d.). 1-29.
When Every Drop Counts: ALS Ice Bucket Challenge Floods Nonprofit with Cash (n.d.). 121-133.