Brands & Businesses, You Need to *Actually* Support Social Justice Issues

Over the last year, it’s likely you saw the increase in businesses, brands and individuals sharing about social justice issues for the very first time on social media.

Many businesses opt to only jump on the social justice train when it’s easy — like changing their logo to feature a rainbow during Pride Month or sharing a black square to show support of the Black Lives Matter movement. Too often, these companies have zero follow-up or actual support of the communities they are using for performative allyship.

Businesses and leaders need to support social justice movements and to do it with both intention and action: fundraising, donating money, diversifying their employees, making clear public statements and sharing action plans.

While plenty of businesses and leaders are well-established in philanthropy and environmental justice, when it comes to social justice issues like racism, sexism, homophobia and transphobia, many companies opt to stay silent. Silence is an even more powerful statement. Don't let that be you or your company.

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If your business has already taken an active stance in fighting against these forms of hate and discrimination, I applaud you. You’re helping to make a positive impact on the world, and you may find this article informative — especially the resources at the end.

If you’re just now considering sharing your support of these causes — I’ve got to say you’re late to the party — but I’m glad you’re here. This may be challenging for you, but it’s going to be more than worth it. It’s time to do the work. Read this post in its entirety, as I’ve included tips and resources for further reading below.

First, I encourage all business owners to ask themselves: Do you want money from select individuals who don’t align with your values and ethics?

This is obviously a personal choice, and some folks simply might not care. And for those folks — this article isn’t for them. This is aimed at those businesses who have been silently supportive of social justice movements and are deciding to finally speak up.

Let’s consider the Three Excuses people make when avoiding discussing social justice topics that they care about:

• Fear of saying the wrong thing. We all do sometimes, even those with the best intentions. The important thing is that you correct yourself, apologize, and do better in the future. (More on this on the next slide!)

• Feeling overwhelmed. …..Think of how your community feels and what they are experiencing every day. What they are going through is ten times harder.

• Fear of losing customers. This is the worst excuse of them all. It’s also not true — research from 2020 has shown that companies increase engagement and followers when taking a stand on social justice.

An important quote by Holocaust survivor Elie Weisel really puts this into perspective:

“We must take sides. Neutrality helps the oppressor, never the victim. Silence encourages the tormentor, never the tormented. Sometimes we must interfere. When human lives are endangered, when human dignity is in jeopardy, national borders and sensitivities become irrelevant. Wherever men and women are persecuted because of their race, religion, or political views, that place must - at that moment - become the center of the universe.”

- Elie Weisel, Night

Here are my top reasons why I believe businesses need to support social justice issues:

1) Avoiding social justice topics because you fear losing customers who disagree with you is giving them a say in how you manage your company. Do not let the people who do not believe in the value of equality and stopping discrimination have a say in your business. Stop giving them “voting” power.

2) Be okay with losing followers. They aren’t the ones you want anyway. Let them unfollow you. Block them. Don’t think about it and move on.

3) Businesses, especially those with large platforms or revenue streams, have the potential to shift policy and make direct impacts on their communities. Often times, more than a single person has the power to do. When an organization has an opportunity to make a positive impact, they should do it.

4) Your community is aware of your silence, which also sends a message. While you may think you are “preserving” the number of followers you have, you may actually be doing the opposite. Many individuals look to the brands and communities they support to take a stance on social justice issues.

5) If you pour love and support into your community, you will get love and support back. The businesses with the highest engagement, loyalty and return customers are often the ones that give back and help their communities. You can get the benefit of leading an ethical company AND gain more support from your community. It’s a win-win.

6)Businesses and customers must have a symbiotic relationship to be truly successful and thrive. This is what keeps businesses from failing during times of struggle. This is also what gives community members added support and reach during times of crisis. As a business owner, you have an ethical responsibility to support the social justice movements that apply to your customers and community members.

7) You don’t need to do it all at once. It’s okay to start small. Consider making a goal of choosing one social justice issue that’s relevant in your community or in your life. Research it. Learn what other businesses have done. Do it well and with intention.

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You might ask yourself, “What happens if I make a mistake?”

Direct advice before starting this journey:

1) Do. Your. Research. Before jumping in, starting conversations, or making statements. Need support? Hire a consultant or firm who specializes in the topic and supports businesses in their equity work (list at the bottom of this article!).

2) When you do or say the wrong thing, correct it as soon as you are made aware. Apologize immediately. Don't wait days or weeks while additional harm can be caused to your community.

3) Thank the person that corrected you. They are giving you free emotional labor for a reason - likely in hopes of you changing behaviors. Let them (and your community!) know how you intend to do better moving forward. And most importantly - do NOT argue or disagree with the person correcting you — that devalues the other person or communities’ experience.

4) Remember, we can all benefit from learning from each other’s examples. Your mistake could be an opportunity for others to learn from.

Don’t forget the incredible power of intention and apologizing when mistakes are made.

One of my best pieces of advice as a business owner is to be transparent. Pull the curtain back. Let your community know you care. Because if you don’t — they might wonder if you do at all. And that’s the last thing you want.

You’ve got this. Do the right thing. And don’t let fear or people who don’t align with your values guide your decision-making.

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Here are a few resources and further reading to help you on this journey:

8 ways to meaningfully support social justice movements

Use your social network as a tool for social justice

Talks to help you understand about social justice

10 DEI experts who can help your business today

‘Not in my backyard’ - Environmental Justice 101

We’re entering the age of corporate social justice

A guide to activism in a digital age

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Crista Scott Tappan is the Founder and CEO of Dirtbag Runners, an Academic Researcher, Instructor of Social Media Marketing and Content Marketing Manager for The School of Business at Portland State University. She is also available for freelance social media, marketing and business consulting services.