A cultural zeitgeist is in motion – one where consumers expect companies to speak out on divisive issues and voice if they are supporting or boycotting in turn. Companies are under the microscope – every move could trigger angst from one consumer segment and praise from another. How can brands navigate the social justice landscape to authentically engage and mitigate backlash?
Porter Novelli’s Ravi Sunnak moderated a panel at SXSW to discuss these issues with Ben & Jerry’s, Lush and Postmates. Panelists shared their greatest moments of success as well as stumbling points along the way. A recording of the session is below as well as quotes and pictures shared on Twitter during the session.
#LushSXSW representing with @benandjerrys and @Postmates about how buisnesses can impact social justice. #BizAndSocialJustice pic.twitter.com/RZ8RxnmIn3
— Porter Novelli (@porternovelli) March 9, 2019
— Lush North America (@lushcosmetics) March 9, 2019
@RaviSunnak, EVP of sustainable development goals @porternovelli speaking at #SXSW: “79% of Americans want to see their company take a stand on social issues, and we know people across the world share this feeling.” #BizandSocialJustice pic.twitter.com/PcZXr6KdgP
— PN London (@PN_London) March 11, 2019
“Advocacy doesn’t have to play across a certain playbook. Be comfortable experimenting.” Vikrum Aiyer, @Postmates #SXSW2019 #bizandsocialjustice #pnsxsw
“We all have a stake and an interest in our future. And I do think it’s important for companies to stand up for institutions and the democratic process.” Chris Miller, @benandjerrys #sxsw2019 #bizandsocialjustice #pnsxsw
— Porter Novelli (@porternovelli) March 9, 2019
”One of the most controversial things we’ve done was launch PeCan Resist. We felt like in the run up to the midterms, we had to take a stand. And we used the strongest voice we have – that’s an ice cream flavor.” Chris Miller, @benandjerrys #sxsw2019 #bizandsocialjustice #pnsxsw pic.twitter.com/XGrHdG9mOE
— Porter Novelli (@porternovelli) March 9, 2019
“We have 8,500 staff around the country and they really dig in and have these conversations with our customers.” Carleen Pickard, @lushcosmetics #SXSW2019 #bizandsocialjustice
— Porter Novelli (@porternovelli) March 9, 2019