The #BlackLivesMatter protests erupted in late May. Citing brand accountability, many businesses put out statements of support. Brands used the hashtag #BlackoutTuesday to stand with the movement. They muted their promotions and campaigns for a long-overdue cause.

The conversation on brand pages, however, took a turn for the worse. Fed up employees called out brands for being far from practising what they preach. Posting supportive #BLM messages while Black and minority corporate representation remained in single digits, allegations of ignoring racist behaviour, and not putting money behind their support made them look hypocritical. 

• • Criticised for posting about allyship, Conde Nast was urged to look into Black representation in their leadership and on their covers.
  • Fast fashion brands like H&M, GAP, Kendall & Kylie were accused of not paying their Bangladeshi garment workers.
  • Unilever got flak for performative reform while renaming the much-criticised “Fair & Lovely” to “Glow & Lovely.”

The point is clear: Co-opting movements or political statements without ensuring all is well internally no longer works. Your sales pitch is now political. And that means you have the affidavits to show when the customers ask for proof.

Building Brand Accountability

Earlier this month, Rishad Tobaccowala, a senior advisor at Publicis Group proclaimed, “The new ESG is not environment, sustainability, and governance. The new ESG is employees, society, and government.” With Zoomers and millennials basing their purchases off of how honest and ethical brands are, we’re inclined to say that Rishad is probably right.

Creating a brand that walks the talk is extremely critical. We recently spoke to our client at VFM EV about brand accountability. Harmehr had to make sure that all internal processes aligned to brand values just as much as her product did. Selling a sustainable product while being unsustainable at other points of the value chain would be one step forward while taking three backwards.

We’ve put together a quick list of dos to start building an accountable brand:

• • Listen: Pay respect to the voices of those who are spearheading movements or causes.
  • Authenticity is not limited to your marketing strategy or products: Take a look at internal processes or vendors that are unwittingly promoting bias or ideals you condemn.
  • Track your progress: You will be unable to fix things overnight – and that’s absolutely fine. Ensure to create a tracker so that you know where you stand.
  • Own up when you’re wrong: Nothing can damage a brand more than being arrogant or defensive. Apologising and asking for time to correct the problems is the only way to grow.
  • Redressals, not dressing downs: Changing the existing conversation means helping clients and customers learn.

Where We Stand

Closer to home, Diet Sabya continues to list out brands where workplaces are diametrically opposite of what they preach. (They’re literally posting as we type.) It’s almost as though we’ve reached a long-awaited, watershed moment to expose the double standard between marketing & management.

Businesses that haven’t been featured on such lists will soon see an uptick in employability scores, purchases and even brand value. Brand loyalty will inevitably become a result of transparent and authentic management. 

Since brands can no longer stay away from political and social issues, it’s better to take it slow and do it right. There will not be immediate payouts, but authenticity and consistency will pay off.