How can you use your brand's platform to advocate for social justice?

People's trauma is not something for brand's to build a PR platform off of. Too often organizations see a window to create brand awareness through social justice, rather than social justice awareness through their brand. If you plan to organize your brand social justice movements, it has to be because as a business you care about that social justice issue. It cannot just be a PR stunt or a campaign. Social justice work is every person, every day work and it has to be built into the core of your business, not just into your brand strategy or tasking it to the HR team. Social justice is about humans, and if you are not a company who prioritizes your own people, I'd advise you start there. Prioritize your own people first.

Your purpose should also give clarity on your boundaries. This is the part often not figured out because organizations want to present as 'we are all in'. Really, tho? Think about if there are reasons you won't stand up. Start by: 1. Taking a deep dive into current social justice issues and engaging in situational analysis 2. Outlining current connections (e.g. financial or otherwise) and understanding their positionality 3. Setting a criteria to define what and when sacrificing position, status and privileges will be done This will also support transparency and accountability.

Social justice is so abstract a concept that it means different things to different people. This is why no 'brand' should be concerned with it. Professionals are not qualified and are often violators of what you call Social justice. The only thing you can do is take care of your own house. Be an example of what you want to give to your people.

I've been thinking a lot about corporate "community investment." Look under the hood. It's likely marking. An act of deciding what's best for people instead of asking. As a business owner, consumer, and activist I want folks to look behind the marketing for real commitment. Where and how are companies contributing to justice? And are they tracking impact, or profit as the output? The former is where we started, and, for us, the latter is the output of running an authentically justice-based company.

I usually just try to show up as close to my true self as possible. I talk about issues and things that matter to me and try to help educate people on why they should also care about those things. Showing that your words match your actions is key though. Companies only focusing on the LGBTQIA community during June is usually a good indicator that maybe it's more signaling than actual support. I think it's at least a good place to start though.

In practice, this varies based on both the size/ make up of your org, and the lived experiences, privileges, and identities of the those involved. How we demonstrate active listening and learning as a representative of our brand is best reflected in how we hold ourselves accountable, apologize, and repair. We’re all going to make mistakes. The response to being called out tells a lot about a brand’s authenticity and values. We have to push through hard conversations (a facilitator can help). We must learn to apologize and change future behavior. Everyone, from Fortune 100 CEOs to a solopreneur and CEO must build this muscle to build trust. It takes patience, dedication, and being open to learning new information, from anyone at anytime.

Be Intentional: This suggest that the brand is deliberate about what it doe, it is fundamental because it presupposes an understanding of the need for social justice and a willingness to do something about it, your brand has the power of influence with its followership strengths, and this may provide a platform for education, information and orientation on social justice and so the ethics values and mission of the brand needs to reflect norms that suggest and embraces social justice, and by its policies and decisions.

There’s two angles: Something the founder and company care about deeply/feel strongly about. A cause that the world feels strongly about that you may feel compelled or even required to comment on. I would just say: Never feel pressured to represent a cause as a brand. But also be open to staying socially aware of what’s going on in the world. I would say have an idea of your brands angle. If you do want to represent a cause: How strongly do you want to represent it? How and where? A post on social media? A campaign? Global? Local? A donation or outreach you publicise to raise awareness? A review of company ethics? Just think about it. And make your move.