Historically, taking a stand on political and social issues was considered a risky move for marketing and brand executives. In the current climate, however, it’s risky not to take a stand. In a world where many judge a company’s alignment (or misalignment) with these issues based on how quickly they respond, how can organizations (even those in B2B) ensure that they’re not only taking the correct measures, but developing a strategy that can make a tangible impact? It’s a lot for even seasoned executives to navigate, and that’s why, for this episode of the B2BMX Podcast, we sit down with Katie Martell, marketing truth-teller and an expert on the cross-section of marketing and social movements.
During our discussion, we get to the heart of what’s top-of-mind for us as content creators and community builders, including:
- Speed or quality of response. Is there a right answer?
- What is performative allyship and how can we ensure we don’t do it?
- What are some ways to spot brand pandering?
- How can we best amplify the voices that need to be heard right now?
- How can we hold leadership and ourselves accountable every day?
- How can we drive positive change within our teams and make this change scale?
RELATED LINKS
- Learn more about Katie Martell’s book and documentary
- Dive deeper into the risks of performative allyship
- Buy Me And White Supremacy
- Buy White Fragility: Why It’s So Hard For White People To Talk About Racism
- See brand responses and statements regarding Black Lives Matter
