Episode 2 : How to navigate the culture wars
Recent elections in the US and elsewhere have highlighted stark polarisation of opinion on companies’ role in society
For people in charge of corporate websites and social media channels, it’s never been harder to communicate about social and environmental issues without provoking angry pushback – and even mass boycotts – from some audiences.
What’s the answer?
In the second episode of our podcast, Jonathan Holt (Head of Strategic Insights) meets Georgia Barrett (Vice President, USA) and Scott Payton (CEO) to discuss insights, examples, research and practical advice for anyone looking to use corporate digital channels to build trust and cut through in a volatile and divided world.
References and resources
- Maslansky Report: The language of ESG is killing ESG
- YouGov report on US liberals' and conservatives' views on different brands
- Financial Times article: The Power of choosing your words wisely
- Bowen Craggs research report: How the next generation is reshaping corporate digital communication
- Article: Corporate search in the age of AI
- Article: Progress not perfection. Sharing your sustainability story on corporate digital channels
Examples of best practice
- Amazon's Our Positions page
Amazon sets out its position on key issues, ranging from climate change to housing equity and the US minimum wage, clearly and unapologetically. - Apple's accessibility and diversity page
Making diversity and accessibility a core product development driver. - Mondelēz ESG datasheets
Transparently communicating progress against their targets on a "Snacking made right" page. - Oracle's Culture and Inclusion section
A blend of data and stories and third party partnerships creates a convincing message. - Puma's Forever Better microsite
An unusual example of a microsite - an approach we would not usually advocate for core corporate functions or messages - that addresses issues in a notably transparent, interesting and even cool way.