Taking Sides
by Suzanne Henricksen
"If you are neutral in situations of injustice, you have chosen the
side of the oppressor." — Desmond Tutu
T
here has been a lot of turmoil in the world
lately, and as a human I'm sure you've
noticed it and discussed it with others. Have
you done the same as a brand? Should you?
If so, how?
As a small business owner with more spinning
plates than you can likely handle in a normal
world, it can be tempting to keep silent as a
brand and stay out of it. But that strategy, busi-
ness as usual, is a statement in itself to your
audience, whether you intend it to be or not.
Consumers today, more than ever, want
to support brands who have values that
they understand, share, and respect.
Transparency matters, so let's dive into
figuring out when to take a stand and
how to do it effectively for your brand.
Deciding If You Should Take A Stand
e first, most important ques-
tion to ask yourself when trying
to decide if the issue at hand
