Performative Allyship, Pandering & How Not To Market In 2020

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2020 has been an interesting year for marketers to navigate. As natural disasters, a global pandemic and civil unrest dominate the headlines, marketers at both B2B and B2C brands are feeling a new sense of pressure regarding how they respond. What should they say? When should they say it? Should they say anything at all? 

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. Modern consumers are evolving and “voting with their wallets” to support brands that align with their core values. In the B2C realm, research shows consumers with an emotional connection to a brand have a 306% higher customer lifetime value, stay with a brand for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate (71% vs. 45%). 

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? 

 

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