The world has become increasingly polarized politically, socially, and culturally. This polarization is evident in the division of opinions, the intolerance toward different viewpoints, and the growing confrontation between social groups. In this divisive climate, brands might feel like they are walking on eggshells with every interaction. This raises the question: How should your brand behave in a polarized world?
Just because the world is more polarized does not mean that you can no longer connect with your audience. Many brands demonstrate their awareness of these issues by reaching out respectfully to their audience. Is your brand overcoming the barriers to communication? If you are feeling stuck, here are 6 strategies you can use to connect to your audience in a polarized world:
1. Authenticity: Brands should clearly communicate your own values and philosophy to your audience. Show who you are so your audience can easily identify you.
2. Accessible: Brands must promote inclusion by showing respect for different perspectives. Create a safe space for everyone to enjoy.
3. Social Responsibility: Brands can take an active role in causes that promote the common good. Display your inner goodness by caring about more than making money.
4. Political Neutrality: Brands can choose to remain neutral on controversial political issues. Some topics are in themselves polarizing, and commenting on them may undo all the other good your brand has done.
5. Active Listening: Brands should be open to listening to the concerns and opinions of your audience. When brands demonstrate empathy and understanding, your audience feels more connected to your brand.
6. Transparency: Brands must be transparent in your actions, communications, and decision-making. Being honest about your business practices and impact on society and the environment will help you weather any controversies that may arise.
Despite the current polarized world climate, brands can successfully find and connect with consumers. At MeyerScarborough, we believe that boldly showing who you really are is the key to building trust with your audience. Through MeyerScarborough’s educational marketing platforms, your brand can develop strong and lasting relationships with consumers who value connection over conflict.
