Standing on Social Issues
Organizations should take a stance on social issues such as racial justice, climate change, or LGBTQ+ rights. Businesses hold significant influence and can drive meaningful change by aligning values with actions. Responsible activism fosters confidence with socially conscious consumers and employees; being silent can suggest complicity. However, there are many risks and rewards for a organization to involve itself into politics. It cause their consumers to stop consuming their products and stop spending money. It also can retain loyal consumers.
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Rewawrds of Standing on Social Issues
Rewards for organizations that take a stand on social issues and enhance their reputation come in many forms. According to Beaubien (2023), “Those benefits include improved financial performance; better ability to attract and retain top talent; and the power to drive purchase and investment decisions and sustain what the report calls “’a company’s permission to operate” (p.1). Corporate activism can also increase staff motivation, draw purpose-driven customers, and help brand loyalty. When big corporations like the NBA take a stand, for instance, as Black Lives Matter demonstrates, their dedication to ideals beyond profit fosters confidence and a closer emotional bond with their audience. Big corporations that are actively involved in social and political issues can also differentiate their brand in competitive markets, which may enhance public relations and inspire creative ideas grounded in ethical responsibility and long-term sustainability.
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Risks of CSA Standing on Social Issues
According to PRSAY (2022), “For organizations, speaking out on controversial topics invites the risk of alienating people and damaging brand reputations. Even as more companies and communicators report taking sides on controversial and divisive social issues, those positions sometimes make people angry” (p.1). Furthermore, if the activism seems theatrical or at odds with a company’s policies, it may generate charges of hypocrisy or “woke-washing,” so compromising the credibility of the company and its brand. The possibility of politicization is another major concern. Even well-meaning advocacy can turn a lightning point for controversy in the polarized society of today. This could lead to viral social media criticism, protests, or boycotts that draw attention away from the main activities of the business. However, there is hope to change polarization. According to PRSAY (2022), “ More than three-fourths of PR professionals surveyed said polarization challenges their communication goals. At the same time, 85 percent believe that business can help reduce polarization in society” (p.1). Good business is good for the community. It will help heal some open wounds we have in our society.
Photo Courtsesy Open Democracy
Sources
https://www.prsa.org/article/report-corporate-reputation-never-more-important-nor-more-fragile