Marketing in the Age of Resistance

Authenticity in marketing has always been a best practice, but it becomes even more crucial in this time of social unrest and Covid-19. This is not a time for companies to share generic, hollow, or hypocritical sentiments. It is a time for them to be humble, own up to mistakes, and express a desire to grow. This level of humility and authenticity is what consumers want to see. When attempting to comment on sensitive topics, more companies need to bring in perspectives from outside experts to maintain the thoughtfulness and sincerity of their messaging. When customers or employees voice concerns about Covid-19, racial injustice, or other events, companies need to work to process their feedback critically. Finally, companies should not underestimate the power of a sincere apology — even if the transgression occurred decades ago. Apologies are only the first steps of an ongoing dialogue designed to bring about thoughtful and meaningful progress.