A message to brands: You have to earn it before you live it

A cynical public demands authentic messaging

It’s an annual June ritual: Companies plaster rainbow flags on select merchandise and flood social media with #pride and rainbow-themed messages of support. Brands may think it brings their values to the table while boosting sales, but a much more discerning public is inclined to question the authenticity behind the pitch. 

The internet is full of articles calling out offenders, like the U.S. Marines whose tweet of support was accompanied by a camouflage helmet festooned with rainbow bullets and a “proud to serve” band. One writer noted the irony of the image since 80% of LGBTQ+ service members have reported experiencing sexual harassment.

A Paraqeet search of the conversation around the @USMC pride tweet — still being engaged with weeks later

Legions of memes both lampoon corporate pride posts in general and call out businesses specifically, like those that donated to politicians who support anti-gay legislation.

While Pride month is the most current example, it’s not the only tone deaf time of year for brands.

October may be the pinnacle of pinkwashing, when a company uses the ubiquitous pink ribbon in its marketing with no clear evidence that it supports breast cancer research or awareness. It spurred the group Breast Cancer Action to run a counter campaign, Think Before You Pink, to call out pinkwashing companies.

In yet another example, on International Women’s Day in March, companies’ social feeds gushed about their support for gender equality. The twitter account @PayGapApp was having none of that. In Britain, data about employers’ pay disparities between men and women is publicly accessible. Every time one boasted their support for women with #IWD and other hashtags, the app retweeted the message with the firm’s gender pay gap.

A great example of a firm doing it right is Bombas, founded on the philosophy of donating socks to the homeless for every purchase that is made. It’s blossomed into selling socks, underwear, T-shirts and slippers and donating more than 50 million items to 3,500-plus community organizations. When it offered the Bombas Pride Line, no one blinked. That’s because roughly 40% of the total youth homeless population is LGBTQ+.

The message is clear: Authenticity matters today.

Companies that don’t put value in their values risk losing public trust. Firms that talk about their ESG commitments – their environmental, social and governance values – without having the integrity and authenticity to stand behind them are facing the wrath of an increasingly cynical America.  

A 2021 survey of more than 395,000 people worldwide found:

• 73% of surveyed consumers say brands must act now for the good of society and the planet but 71% don’t believe brands will deliver on their promises.
• 64% of people prefer to buy from companies with a reputation for purpose as well as profit and 53% said they’d even pay more for brands that take stands.

That’s why it’s so crucial for companies to be true to their values and avoid the “slacktivism” tag: According to a study by Pew Research, 76% of Americans say the statement “social media makes people think they are making a difference when they really aren’t” describes social media very or somewhat well. 

It’s time companies got the real message. People respond to organizations that align with their values, build relationships with them and make their outreach meaningful, organic and personal. In other words, be your authentic self.