5 things to consider before weighing in on social issues

By now it’s well known that consumers want the companies they patronize to reflect their values. A 2020 survey by Forrester Research found that 68% of U.S. consumers say that a company’s social responsibility reputation has at least some influence on their purchasing with that company. Employees, too, have encouraged their employers to speak out on issues more recently.

That has led a growing number of formerly buttoned-up corporations to speak out on topics normally limited to political discourse, like voting rights, racism, and body image.

One recent example is Salesforce, which last month said it would help employees and their families to relocate from Texas, if they desired, after the state implemented a restrictive abortion law. Similarly, Uber and Lyft offered to pay the legal fees of drivers who were targeted under the new law, which can implicate anyone who aids a person in getting an abortion under certain circumstances.

There can be considerable upside for a brand that speaks out or takes a stand on an issue that resonates with its employee or customer base. However, along with those reputational benefits come undeniable risks, and companies can find that it’s a thin line between leaning into their values and dismissing or exploiting someone else’s.