Communicating Brand Values Without Alienating Consumers

Brands want to appeal to the widest consumer base they can. But how can companies stay true to their values while not ostracizing various segments of their audience? Projecting social values, as they pertain to areas like the environment or politics, can be essential for a company’s success. It’s important to know how and when to get involved. 

Consumer Expectations 

In 2019, approximately 70% of consumers felt brands needed to communicate their stance on such issues. More recent research, however, has suggested that in recent years, consumers have become increasingly dismayed with companies’ vocality on cultural and social issues. A recent CNBC study found that 58% of people believed that brands making such statements to be inappropriate. 

Social Messaging Gone Awry 

This shift in consumer mindset was seen when Bud Light partnered with transgender influencer, Dylan Mulvaney for 2023 Women’s Month. Some of Bud Light’s consumers are notably more socially conservative and expressed discontent with the brand’s choice of collaboration. With many calling for a boycott, Bud Light’s sales fell 26% from April to July. 

This choice of partnership was perhaps due to a misunderstanding of Bud Light’s consumer base and its values. It could also be due to a misunderstanding of what consumers expect from their beer brand. Some may just feel it’s not the place of a consumer brand to take what they see as a political stance. 

Target similarly faced criticism for its extensive Pride Collection. But when they reduced Pride displays, sales were still on the decline. It was hard for Target to appease both those in favor and those in opposition to its Pride collection. So how can brands like Target win? 

Knowing Your Consumers 

It’s also important to know your consumer base. Not only understanding your specific consumer’s values but also understanding what they expect from the companies at which they shop. 

Younger customers are more likely to expect brands to take on social issues, whereas older consumers are more likely to expect brands to remain neutral. It’s important to understand, therefore, not only the views and values of your consumers but how politically and socially active they are and expect their companies to be. 

Clearly, consumer priorities remain in flux, and no one audience remains static over time. Continual appraisal of your audience is necessary in order to figure out how to best communicate company values. 

Communicating Authentically 

While it’s important to know your consumers, it’s also crucial to get clear on what exactly your company’s values are and to set a game plan as to when and how public value statements are to be made. On uncompromisable values, it’s important for brands like Target to stick behind their decisions, as backtracking can increase criticism from both sides. 

However, this doesn’t mean pandering to  momentary consumer preferences. Brand authenticity is also a key factor in gaining consumer loyalty and trust. Unabashedly speaking out on issues that align with your company’s values, and in a way that feels genuine to your brand identity is crucial, as silence can sometimes be more costly than speaking out. 

Part of determining what consumers expect from a brand involves reflection on their historical involvement in such issues. Companies with a past in social justice, for example, are more strongly compelled to speak out in the future. And what one expects from their financial institution might be vastly different from what they expect from their clothing brands. 

Social Activism Trends 

It’s also important to consider external factors that could contribute more broadly to consumer expectations. With pessimism about the economy, rising prices, and fatigue surrounding politics, consumers might prefer marketing campaigns and branding that are more product-centric. 

Before sharing any potentially controversial social or political opinion, it is important to reflect on the views of your consumers and whether or not speaking out feels genuine to your brand identity. At the end of the day, it’s not about performative activism, and consumers can often see through opportunistic efforts to champion causes. Rather, it's about choosing impactful moments to speak up, in ways that are relevant and meaningful to your brand.

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