Brands like Patagonia, REI, and Seventh Generation are known for their environmental activism. Companies like Microsoft, Procter & Gamble, and Unilever have been named to America’s Top 10 Companies for Environmental Performance in 2024. How will they be prepared to respond to the Trump administration when it comes to environmental issues?
Bombas produces high-quality socks, and for every pair purchased, they donate a pair to a homeless shelter. These socks are made in multiple locations, including China. Will the brand be able to afford to give away socks with potential tariffs? Everlane, Allbirds, Toms, and many more purpose-driven brands also manufacture products in China; what will their response be to tariffs, and how will they communicate potential cost increases or product changes to consumers?
Brands like Ben & Jerry’s are very clear on their values, mission, and activism, with human rights and dignity as a key pillar. How will the brand respond to mass deportation of individuals the government believes to be illegal immigrants?
For anyone leading a purpose-driven brand or a brand that has historically spoken out on issues aligned with their consumers, you must be prepared for how you will speak out and when. If you have a track record of speaking out on key issues, your consumers will expect you to have timely responses. If you haven’t spoken out on issues in the past, think carefully about if and when you want to say something. If you aren’t prepared, sitting on the sidelines until you are prepared may be the best course of action.
This is when it’s important for the entire marketing team to be aligned on what you’ll do and when. This can avoid one individual making a post or a statement on behalf of the brand that not everyone is aligned to.
Be prepared to pause media plans—again and again
As marketers, we also have to continue to prepare and brace for the unexpected. Natural disasters will continue to happen, as well as destruction and loss of life caused and created by humans. Very few people could have predicted the U.S. Capitol Building attack on January 6, 2021, following the last U.S. presidential election. And Trump’s response to this also dominated headlines, calling it a “day of love” when “nothing” was “done wrong” and many individuals wanted to stay informed and continue watching what was unfolding.
