Protecting Your Brand in an Era of Polarization and Anger

In the social media minefield, where a tweet can spark a revolution and a Facebook post can lead to global outrage, brands are walking on a tightrope. While social media offers unparalleled opportunities, it is also fraught with pitfalls.

In his seminal works like “Contagious,” Jonah Berger touches upon the virality of content and the psychology behind sharing. But what happens when shared content is polarizing, divisive, or downright angry?

How do brands navigate this treacherous terrain?

The Age of Anger

Scroll through any social media feed, and you'll find a cacophony of voices. Some are sharing joyous life updates, while others are venting their frustrations. But increasingly, there's a rising tide of anger and polarization.

Political divides, social injustices, and even debates about pineapple on pizza can spiral into heated arguments. For brands, this presents a unique challenge. One wrong move, misplaced ad, or misunderstood tweet can lead to a PR nightmare.

Research from the University of Pennsylvania found that content that evokes strong positive or negative emotions is more likely to be shared. But when that emotion is anger, brands need to tread carefully.

Navigating the Minefield

So, how can brands protect themselves and maximize their social media presence in this era?

1. Listen Actively: Brands need to invest in social listening tools and understand the conversations happening around their brand and industry. This isn't just about damage control but also finding opportunities for genuine engagement.
2. Engage Constructively: Deleting negative comments or ignoring the trolls is tempting. But brands should address valid criticisms head-on. A study from Harvard Business Review found that when brands respond to customer complaints, their loyalty increases.
3. Diversify Your Platforms: Not all social media platforms are created equal. While Twitter might be the epicentre of political debates, platforms like Instagram or Pinterest might offer a more positive environment. Brands should diversify their presence and tailor their content strategy for each platform.
4. Educate and Inform: In an era of fake news, brands are duty-bound to share accurate information. Consider partnering with fact-checkers or running educational campaigns.
5. Humanize Your Brand: People connect with people, not faceless corporations. Showcase the humans behind your brand, share behind-the-scenes content, and engage in honest conversations.
6. Stand for Something: While it's risky, brands can't always stay neutral. A Cone Communications study found that 87% of consumers would purchase a product based on the brand's advocacy on an issue they care about. But this requires genuine commitment, not just performative activism.

Ben & Jerry's: Taking a Stand

Ben & Jerry's, the beloved ice cream brand, is well known for its commitment to social justice. Their dedication goes beyond mere statements; they integrate their beliefs into their business model, products, and campaigns.

A notable example is their "Pecan Resist" flavour, launched in 2018. This limited-edition flavour was introduced as a protest against the Trump administration's policies—the packaging featured art by Favianna Rodriguez, an artist known for her activism. Along with the flavour, Ben & Jerry's announced support for four organizations working on issues of public concern: Color of Change, Honor the Earth, Women's March, and Neta.

The launch was not without controversy. Critics accused the brand of being overtly political, while others applauded their bold stance. However, what's undeniable is the buzz it generated. Major media outlets covered the campaign, sparking discussions both about the flavour and the broader issues it highlighted.

But what made this campaign a success was not just its boldness. It was consistent with Ben & Jerry's long-standing values. The brand has a history of supporting causes like LGBTQ+ rights, climate change, and refugee rights. Their audience expects them to take a stand, and they do—authentically and consistently.

This example underscores the importance of authenticity in brand activism. In an era where consumers are skeptical of brands' motives, Ben & Jerry's stands out as a brand that lives their words.

Their success story shows that when brands align their actions with their words and deeply held values, they can resonate powerfully with their audience, even in a polarized landscape.

Brands Can't be Bystanders

The era of polarization and anger is here to stay, at least for the foreseeable future; brands can't afford to be bystanders. But with careful navigation, clear strategies, and genuine engagement, brands can protect themselves and forge deeper connections with their audience.

As Berger would say, it's all about making the right moves in the intricate dance of social dynamics. So, lace up your dancing shoes, brands, and let's waltz into a brighter, more connected future.

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