How to Market During a Cultural Crisis

Marketing is one of those things that touches virtually every business that ever was and ever will be around the world and yet continues to be one of the most misunderstood elements of a business at the same time. Under the broad umbrella of marketing, a CMO is responsible for overseeing the growth of a business via any number of various traction channels such as email marketing, social media marketing, influencer marketing, digital advertising, events and the list goes on. On the surface, these activities probably seem pretty standard and straightforward to most, but where the confusion sets in, or as I might say, where the magic sets in, is in the execution and this is what separates the good marketers from the great marketers, and the great marketers from the exceptional.

The shareholders and CEO of a company will tend to have a more laser-like fixation on profitability and specific outcomes, meanwhile it’s the CMO’s job to give meaning to the mundane and really shape positive market perception around the company’s brand. The beauty of marketing for CMOs, however, is that they’re in a special position within a company to be able to bring out the joy with so much of what they’re interacting with everyday, and then finding those moments and connecting them together. When those moments tend to be light-hearted or positive in nature, little thought goes it if the brand should participate in a particular discussion or how. But, what about the moments that feel heavy or controversial that takeover social media and the news for a period of time? Should they be avoided at all costs?

Diving into cultural hotwater can feel like an existential risk for many companies who prefer to avoid such conversations at all costs, but the data suggests the opposite is more likely. According to recent research published by Toluna, 85% of global consumers go out of their way to engage with brands that align with their values and two out of every three Americans consider whether a brand supports social issues important to them when buying household items, products, services or technology. The areas consumers want brands to have strong values are in some key categories such as health & wellness, accountability, environmental issues, human rights and sincerity & authenticity. Businesses that are aligned with social issues important to consumers give not only their customers but their employees a sense of purpose and comfort.

When a company makes the decision to align their business with social issues that are important to its customers and employees, it’s humanizing itself.  It’s recognizing that it is part of something bigger than itself and invites its stakeholders to join in together with them. This is the bedrock of what it means to build a community. Many executives have probably been hearing the likes of Mark Cuban, Gary Vaynerchuk and others touting that community is by far the most valuable part of a business today, particularly in the emerging decentralized and web3 economy.  

The role of a CMO in a company today is more significant than it maybe ever has been. The responsibility of the CMO in a company today is to shape the narrative and spark connection & meaning with its audience – bringing together and growing an aligned community of true believers in what the company is all about. When we engage in the world, and always talk about ourselves, no one wants to be our friend, and the same goes for businesses. Brands that have a healthy dose of curiosity and a healthy intention to get to know people and culture are the brands that win.  

One of the most successful CMOs of our time is Bozoma Saint John, a fierce businesswoman and mother who has a personality larger than life. Bozoma has had an illustrious career leading marketing for major global brands such as Netflix, Uber, Apple, Pepsico and earning her start with the Academy Award winning artist, Spike Lee. A few principles that Bozoma relies on when leading marketing are:

• Integrity of intention. You can’t be all things to all people, but you can always have integrity behind your intentions.

• Trust your voice and operate authentically, your people will feel you.

• By not having an opinion at all means that you’re alienating yourself from the consumer. She calls upon her team to show up exactly as they are, stating that even if they’re wrong, it’s better than not saying anything at all, and maybe the company or executive doesn’t say it “right”, but people will still feel their intention and the integrity of their intention.

For CMOs, it’s imperative that we’re continuously understanding what is happening in pop culture and figuring out how to use that information to inform our company’s marketing. The whole purpose of marketing and branding is about reputation – what will we say about our business? If the CMO and the company are not crafting that message, it’s assured that someone else will. It’s in revealing the company’s messaging that executives have the opportunity to rally their team of people to help them feel excitement and that everyday they can come together and look forward to being a part of something that is bigger than themselves.

As you’re considering how your company should best navigate major cultural movements, keep those principles in mind and rest assured in knowing that it’s the companies that foster the humanizing of their businesses that enjoy greater strength and growth in their own respective communities, higher profits and employee retention rates.