Brand Voice on Important Subjects

About 70% of consumers believe companies should take a stand on political and social issues, given the reach brands have to shape broader conversation. But speaking on a subject and speaking on it well are different skills, this guide covers three approaches brands have used to make statements that land: meaningful messages, unique framing, and pairing a statement with real resources.

Deciding whether and how to speak

Before releasing a statement, a company needs to understand what its customers and employees actually expect from it, and what causes genuinely connect to what the brand stands for. Staying silent on a major moment carries its own reaction from the public, so leadership should decide in advance who speaks for the company and under what circumstances.

1. Make the message meaningful, not automatic

A statement lands harder when it draws a real connection to the brand instead of restating a general position. Baby Names, a site that helps people research names for children, connected itself to the Black Lives Matter movement by sharing a list of names of Black people killed by police, an approach directly tied to what the platform actually does rather than a generic statement bolted onto the brand.

2. Say something unique instead of the expected line

Every January, many brands share some version of Martin Luther King Jr.'s "I have a dream" quote to mark MLK Day. Because that message gets reused so often, it rarely resonates. Ben & Jerry's took a different approach, publicly addressing how diluted King's message has become through overuse, then highlighting some of his lesser-known quotes instead of repeating the most famous one.

3. Pair the message with real resources

A statement carries more weight when it comes with something tangible attached. During Pride month, Oreo ran a sweepstakes giving away rainbow-colored Oreos shaped like different pride flags, and partnered with PFLAG on a series of posts explaining how allies, friends, and parents of LGBTQ+ people can respond when someone comes out, turning a seasonal message into practical support.

FAQ

Should every brand take a public stance on social issues?

Not automatically. The strongest examples connect the issue to what the brand actually does or who it serves, rather than issuing a statement disconnected from the business itself.

What makes a brand's statement on a social issue land instead of falling flat?

Specificity and a genuine connection to the brand's own work, paired with real resources or action rather than a statement alone, tend to separate messages that resonate from ones that read as performative.

Who should decide when a company speaks on a social issue?

Company leadership should determine in advance who speaks for the business and establish that expectations from customers and employees, not just public pressure, are part of that decision.

Work with a PR agency that helps brands navigate sensitive moments

Virgo PR helps brands decide when and how to speak on the issues that matter to their audience, and builds the crisis communication planning needed if a statement draws unexpected reaction. Talk to Virgo PR about your next campaign.