It's the moment for your business to lead

Since the 2016 election, a new level of divisiveness has emerged in the U.S.  Whether you agree with all or none of the new administration and Congress’ initiatives, you’ll want to stay apprised of public opinion on key issues that have an impact on your ecosystem.

More and more, consumers want to buy products and services by companies that believe in something and that support causes important to them. Especially Gen Z and Millennials, we want to know where businesses stand. 

This does not mean, of course, that you change your approaches, policies, marketing messages, and value system at every shift in the winds.

But it does mean taking a stand, speaking up, and getting involved.

The 2017 Edelman Trust Barometer shows a global decline in trust in most sectors of our culture. In fact Edelman points out that CEO credibility is at an all time low.

According to the report, “Distrust in all four institutions [media, business, government, and NGOs] has resulted in a belief by the majority that the system is failing them. This is a sentiment shared by individuals across the income and education scale, including nearly half of those in three groups: the top quartile of income, the college-educated, and the well-informed.”

This heightened level of distrust is higher towards government and the media than nonprofits and the business sector, which is not saying things are rosy. 

It does mean that these two sectors have an opportunity to gain trust. Some companies already are making bold moves.

Patagonia. When Secretary of the Interior Ryan Zinke announced that two national monuments, Escalante and Bears Ears, would be substantially reduced in size, jeopardizing cultural landmarks, wildlife, and the awe and wonder of these amazing landscapes, Patagonia spoke out and filed suit.

Fueling the distrust fire, The New York Times reported the influence of uranium mining company lobbyists as the impetus for reducing the Bears Ears National Monument by 85 percent.

Which organization appears more trustworth? The one saving public lands, the government, or the group of companies intent on mining materials for nuclear energy and weapons?

Starbucks. Earlier in 2017, Starbucks announced its intention to hire 10,000 refugees over the next five years  in response to the administration’s ban.

84 Lumber. During last year’s Superbowl, 84 Lumber ran a TV spot, a shorter version of this video, telling the story of a Latina and her daughter, leaving their homes to come to America. After the struggles of the journey, they reach a giant border wall. Initially disappointed, they realize the wall has doors, and their new life begins. The commercial ends with the message: “The will to succeed is always welcome here.”

Burger King. The burger company uses Whopper wait time to illustrate the effect and inherent unfairness of the FCC revoking net neutrality rules. Customers who pay more than $25 for their Whoppers get them quickly. Those who pay typical pricing face a frustrating 20-minute wait — plus a new understanding of net neutrality.

What’s happening in your region or your ecosystem? What will you stand for? Or against?

Do you have the courage to be a hero in your community?