Turn a negative into a positive (AKA: Do one better)
Keeping with the HR example, after taking action to fix the issue and informing your publics (creating an anonymous complaints line for staff, replacing leadership, improving the HR policy, investing in workplace wellness training, and possibly more), you’ll have seen your plan in action.
Now, you can start to think about going beyond issues mode by considering how your organization can make a difference based on what you’ve learned. In this case, you might decide to find a cause or charity to support, preferably one that’s relevant to the issue you faced. Bonus points if it genuinely aligns with your brand and mission. Invite and empower any staff who were close to the issue and are willing to participate in this phase, along with any stakeholder allies or special interest groups.
You may be wondering how long you should wait before supporting a cause or announcing your new project. The answer: it depends on the case. If you act too quickly, the public may perceive it as performative activism. It hasn’t been long enough to prove you walk the talk, so why would they think otherwise? If you’re interested in learning more about how to avoid performative activism, check out our article on the topic!
Yet, if you take too long, the action will lose all relevancy and thus impact. There’s a sweet spot where people are still watching to see if you’ve really changed, and it’s up to the committee to figure out when that is. One year might make for a good rough benchmark, but keep in mind that actual situations could make it much earlier or later.
If your organization decides to support a charity or to develop a new initiative, make it known through a communications strategy. You’ll want to sensitively communicate about the decision, strengthening perceptions of your organization. Whether that takes the form of an event, ads, articles, social media bios, volunteerism, a campaign or so on, know that everything counts. While there once was a reputational risk to your organization with HR issues, it now has the opportunity to be an industry leader in authentically promoting positive change.
People might start to see your organization as a place where employee wellbeing is truly prioritized, and even want to work there. All the while, you’ve made a real improvement to your internal communications and operations. With increased job applications and brand trust, you’d have truly created an opportunity out of the issue.
There have been many organizations that have leveraged issues for brand equity by “doing one better.”
In 2015, Volkswagen faced a scandal after researchers discovered that many of their cars emitted up to 40 times the legal pollution limit in the U.S. Worst of all, “11 million of its vehicles were equipped with software that was used to cheat on emissions tests.” After the CEO issued an apology and stepped down from his position, the company made proactive efforts toward electric vehicles and cleaner technology. Currently, the opening line on their Canadian home page is “Electric Feels Good,” which is also part of a larger campaign. Reducing emissions has become a huge aspect of their brand.
In 2011, Taco Bell was met with a lawsuit claiming their seasoned beef was only 35% real. Taco Bell refuted the claim, which was false. This fixed the issue, but they went a step further. They turned the situation into an opportunity by launching an ad campaign. In the ads, they teased the beef’s “secret recipe” before going onto list every single ingredient it contained. This approach established the brand as transparent while promoting their food. Good move, Taco Bell.
While the above two examples were reactions to missteps, you can create these opportunities outside of that context.
In 2021, The BC Lions collaborated with Indigenous artist Corrine Hunt to stylize their orange logo in honour of Orange Shirt Day. Partnering with organizations like the Orange Shirt Society and consulting Indigenous groups like the Tk’emlúps te Secwépemc ensured cultural sensitivity. Through corporate sponsors they made meaningful impacts, including raising $20,000 to the Orange Shirt Society and providing 350 tickets to residential school survivors. This thoughtful, community-inclusive approach received praise from Orange Shirt Society founder Phyllis Webstad, exemplifying genuine allyship.
These are just three praise-worthy examples of brands that succeeded in growing their brands through authentic allyship, but there are many more. With a good plan in place, your organization can keep growing even when there's a storm in sight. Remember, if you stay truthful, transparent, and accessible with every issue, the narrative will improve.