Innovating and adapting—or simply re-framing—the role of products and services can improve consumer engagement if the opportunity exists. Employee engagement at times of tragedy and conflict is essential, especially when race and religious tensions are heightened. For activist brands, now is the time to speak out boldly to help your cause cut through the noise. For mainstream brands, a focus on unifying causes and framing at a time of polarization and conflict can speak to the “big center.”
And, for every brand, now is a time to calmly and remain committed to taking action on the fundamental long-term risks that the business faces.
