Your brand is not a one way street. It is both ways, it is to serve you and it is to serve your audience. It is a relationship, people, between you, your product or service, as well as your audience.


Let's talk about the number two trend that's going to be happening come the new year and should your band follow it. And it really has to do with injustice.


We've already seen it in 2017.


Look at the Weinstein scandal, looking at what's happening in the media, look at what's happening in corporate America. Injustice seems to be all around us and it's not going away.


This trend will continue because we are hardwired for good versus evil. Look at every single fairytale out there. We even tell our kids fairy tales before they come into this Earth while they're in the womb.

We embed good versus evil into the subconscious mind of our children.


It's embedded into our subconscious mind. So, of course, when injustice hits on a very global and massive scale, it's going to become a trend.

Should your brand do openly fight injustice?

Having your brand openly fight injustices is like stepping on landmines.


Injustices are great causes especially if they attach to your brand directly.

For example, if you work with homeless people and you really want to take up the cause of human slavery in modern day. Both your brand and cause can co-exist together.


But if by chance your brand is about a clothing line and you are really passionate about sexual harassment in the workplace, which is a huge, huge, huge injustice that's being brought to light right now, it may not make 100% sense. And here's why.


It is a heated, so there is passion on both sides of the topic. There's a lot of people out there on social media who are just going to be a troll to just be a troll.


Simply put, if the injustice is something that you are concerned about but don't actually have a personal connection, your brand or your audience doesn't have a direct personal connection to it, then you can comment on it, but don't take it up as a social cause of your brand. Promote the injustice and the resolution of the injustice, but not necessarily be on the forefront.


Should you or shouldn't you fight the injustice?


  1. If you have a personal connection that really does tie in to why you started your brand or was very influential in your life that influenced how you got in to your current company, then “yes,” that's a little check in the yes box on maybe this is something you should really stand up for.
  2. Does it currently affect or tie into your work? If it does then your audience will be looking at your brand to make a statement.
  3. Does your audience have a deep connection with it? And I mean deep. Of course, most everybody has been affected by sexual harassment, but is it a one-time moment instance or is it something that deeply and forever fundamentally changed them? If it's a deep connection, then consider it.


But it's still not 100% yes, because here's why.


Even if you had three “yes”s in the column, the truth is is that there is a lot of energy and work that you would have to put into really promoting such an injustice to gain traction and to gain notice, not just from a brand perspective, but just in general on the topic on social media.


And do you have the energetic, the financial and the fundamental resources to actually take your eye off your brand and what you're promoting there, to promote this? Because the truth is is that you can not split your time 100% both ways, it just doesn't work.


Injustices are always going to be here because they do stab at the absolute core of who we are as human beings.


Good versus evil. We want the good guy to win. Make sure that your brand is always positioned as the good guy.


There are many ways that you as a brand can fight an injustice, support your audience in helping them be educated about the injustice without necessarily picking up the picket.