Episode Details

Consumer activism has been heating up over the last several years. Younger generations have embraced the concept as a way to signal their approval or disapproval of brands and companies consistent with their beliefs and expectations around issues important to them (such as sustainability). “Buycotting” requires a different strategy from companies accustomed to more overt styles of activism, but it’s not the only form of activism with which organizations must contend. For example, when Nike introduced a campaign featuring former NFL quarterback Colin Kaepernick — the catalyst of the take-a-knee protest — a surge of social media posts featured people burning or otherwise destroying their Nike products, a consumer protest Nike surely knew was coming.

In May’s Circle of Fellows panel, four IABC Fellows explore the steps organizations need to take to mitigate the risk of reputational crises and address the challenges of consumer activism in highly politicized environments by listening to your customers, understanding their concerns and shaping communication to build trust, clarify and dispel myths.

About the Panel

James E. Lukaszewski, America’s Crisis Guru ®, is a bestselling author, national speaker, and trusted strategic advisor to FPO and NPO business operators and leaders during crises, disasters, reputation attacks, contentiousness and when the boss’s future is at stake. Corporate Legal Times listed him as “one of 22 crisis counselors to have in your speed dial when all hell breaks loose.” For more than 30 years, he has confidentially guided hundreds of company leaders thru tough, touchy, sensitive situations. Lukaszewski’s strategies inspire constructive, ethical problem resolving management behavior. A powerful and inspirational speaker, he teaches executives and managers the lessons he has learned. A prolific author, he is quoted and interviewed often as one of the most recognizable leaders in his profession. Lukaszewski is on the web at www.e911.com.

George McGrath is founder and managing principal of McGrath Business Communications, w