Your mission's communications should reflect your audience

Your mission should live in the heart of your brand's communications. It should reflect the people it affects. Brands are growing in this area by developing new content, new messaging, and new advertising to help convey the meaning behind brands.

Some brands are pushing the envelope further than others, ready to embrace changes to their image. They are embracing inclusiveness and diversity that adds to their brand's overall meaning.

Keep in mind

  • For larger brands, it may be an offshoot highlighted in a campaign, but it shouldn't flip flop. It shouldn't be a quick grab for some PR. It should be wholly a part of what your brand stands for.
  • Your mission should live on your site or your social media as a continual conversation and reminder for what you stand for. It's not a one and done communication.
  • Your communication about your mission and vision needs to reflect people you want to identify with it. It adds to the consistency and believability of your message.

Diversity

Ads have always reflected culture, but black millennials are asking brands for more. Three-quarters of them would like to see brands better represent diversity in ads, and 70% say they are more likely to buy from a brand that takes a stand on race-related issues.
— Google

Think With Google presents great information about how advertising can move forward with the times, but the message needs to start with the brand and then be conveyed with advertising. Brands taking a more visible stance on diversity will become more of the norm as the US minority population grows and will exceed the majority.

One of my favorite commercials that took steps forward for diverse families was from Cheerio's.

Pride

Never forget that your brand can make a difference. While it can be done in plenty of wrong ways (i.e. Starbucks), some brands are getting it right. Agencies are taking notice of how taking a stance is becoming an important part of brands connecting with their audience.

Skittle did a great job of connecting with the pride community in the UK. For the pride celebration, they decided to just let the pride community celebrate the rainbow rather than Skittles' own rainbow. At the parade, they gave out black and white bags of Skittles. Their goal:

But this Pride, only one rainbow deserves to be the center of attention—yours. And we’re not going to be the ones to steal your rainbow thunder, no siree.
— Skittles

Beauty

Beauty publishers are highlighting inclusivity in their work, trying to make their own image reflect their consumers. By doing so, they have helped create a greater link to their customers and opened the conversation about individuality.

For decades, [this content] was about comparison — an ideal of perfection that was homogenous. As we’ve been given more platforms both on and offline to explore the spectrum of what beauty means, it’s shifted the conversation to individuality.
— Elyssa Starkman, Beautycon’s head of content

Growing out of the dated content like "perfect beach bodies," beauty publishers are reviving their content with a fresh take on diversity, individuality, and political activism.