Marketing Done Right: Not just Talking the Talk but also Walking the Walk

With modern consumers being increasingly politically and socially conscious, companies will not have it as easy as in the past. Instead of merely paying lip service of ‘standing in solidarity’ or ‘condemning’ certain acts, these claims now have to be back by action, or some consumers will have no hesitation cutting ties with brands that do not share the same beliefs or morals as them.

1. Show sincerity by taking responsibility

It is in a company’s best interests to step up and own up to its mistakes, while expressing a sincere desire to grow and change for the better, in order to get consumers back on its side. What’s more, in this digital age, a company’s information can be easily uncovered with one quick search, so it is easier than ever for consumers to find out whether a company does indeed practise what they preach. In addition, with the ubiquitous influence of meme culture proliferating in recent years, a company’s inaccurate or ingenuine statements can be shared virally all over the internet, especially when it comes to sensitive societal issues that can increase a company’s vulnerability and subject it to greater levels of scrutiny.

2. Adopt an outsider’s perspective

Gaining the perspective of someone outside the organisation may shed light on insightful findings that can help you tackle future challenges. You can also improve your branding or strategies by learning from them about their likes and dislikes. Surveying things from a different perspective can also help you come up with new and unique approaches, and have a clearer idea of things.

3. Listen, learn and take action

When someone gives you feedback on your company’s response, be it your customers or employees, it is crucial to take it in and process it carefully. Accept their feedback professionally without getting offended and making assumptions about the way they feel, and when you are responding, show that you genuinely understand their concern and give them validation by re-using phrases or specific terminology they have used.

4. Follow through with your words

If you think you will be let off with just an apology and no action taken on your part, think again. After issuing your apology, work to educate and improve yourself, and make it known. Do not be complacent and think that customers can be easily appeased with just your words (especially with the pervasive “cancel culture”), because statements without actions are just hot air.