Promoting-Food-beverage-digital-marketing

Promoting F&B in the ‘New Normal’

After the pandemic hits, the Food & Beverage (F&B) industry is the hardest hit on top of the tourism industry. For any restaurants, coffee shops and bars, some are seeking to close temporarily, others are finding ideas to adapt. The globally seated diner has decreased by 89% compared to last year and it’s never happened before. This is quite devastating for a lot of smaller industries.

On the other side, there’s a rise in certain keywords on Google Trends such as 285% increased words like ‘take outs’ or ‘delivery.’ So it’s not people shutting off their desire to support the Food & Beverage industry, it’s just they are looking for options that are convenient for them.

Companies like Gojek and Grab had an increased up to 6% new F&B outlets signing up with them immediately. There were initiatives from some brands like Alibaba & Instagram that were giving incentive for small businesses. In social media, up to 17,5 million usage of the hashtag '#supportlocal’ is very prevalent among consumers as well as stores themselves.

So there’s an increase in digital presence for most F&B outlets and F&B related industries, from suppliers, to the grocers, and restaurants. It’s become a seamless connection between anything related to the supply food chain. You have to go online or there’s no way to gain revenue and awareness.

What are the things that matter at this time if people were to go digital in the F&B world?

We invite you to ask yourself these 3 questions.

1.How well do you know your audience?

Do you understand what they like and don’t like? And more importantly, if they have bought from you, what would drive them to come back and be that returning customer for a long term run? Right now in terms of crisis, you need to understand what drives their final decisions. Especially during this time, the decision might have changed. Tap into their lifestyles and routines to build a personal intimate relationship with your audience. 

2.Are you discoverable and active online?

If you’re not, then you completely miss out. Right now it’s important to be digital, to be listed on Google, have your social media set up, to have your location optimized, updated operation hours & phone number on your listing, step by step guide to order, and so on. You need to figure out a way to be extremely connected to your customer right now, because if you’re not, your competitors are probably doing it on behalf of you. 

3. Can you provide efficiency?

We live in a time where efficiency is everything, not just you providing hygiene to your team members or staff, but also in terms of your order systems, automated, contactless and seamless systems for now. So people have more convenience when they are subscribing to your brand. This is between ordering, dining. So business might think that it’s not for them or it’s too far-fetched, but actually it’s very achievable these days. A lot of programs and software out there are providing solutions.

3 Content Theme Ideas to Promote F&B in the New Normal

  • Policies

With the uncertainty that has hit the globe, people are a lot less convinced that brands have got their policies in place for issues such as cleanliness, safety and social distancing. Thus showcasing content that assures guests that you are taking this seriously will bring more trust towards your brand!

While some brands are very straight forward with the way they explain their policies, other interesting ways include using influencers, your staff, infographics and even videos! 

Example: Contactless Protocol System Introduced: Brewery Digital Menu

 A Californian based beer garden brand, Temescal Brewing designed a contactless system called, beer-o-matic ordering system on Instagram and their website. They created a fun, IGTV step by step guide on how to showcase their new standard procedure for guests to know what to expect when ordering or visiting.

 

View this post on Instagram

 

Have you visited our newly opened patio yet? We've created this highly technical and informational video to show you just how our new Beer-O-Matic ordering system works, as well as everything else we’re doing to keep ya’ll safe. Shout out to our amazing bar staff for lending their talent to this Temescal Brewing production. Visit the link in our bio to make a reservation! We also accept walk-ins but seating is limited. See ya on the patio ✌️ MON: 2pm - 7pm (To Go Only) 🛍️ TUE: 2pm - 7pm (To Go Only) 🛍️ WED: 2pm - 7pm (To Go Only) 🛍️ THU: 4pm - 8:30pm (To Go + Patio) 🪑 FRI: 4pm - 8:30pm (To Go + Patio) 🪑 SAT: 3pm - 9pm (To Go + Patio) 🪑 SUN: 3pm - 9pm (To Go + Patio) 🪑

A post shared by Temescal Brewing (@temescalbeer) on

When people see a digital setup like this they’d say it’s complex. Whether or not you have a website, nowadays it actually doesn’t really matter because you can use your social media channel to get them to scan a QR code and take them to a necessary page you want them to go, or it’s as simple as adding your menu to your Instagram story highlight. This protocol that they use has managed to encourage people to trust their brand as a whole.

If your audience is a little bit more old-school, perhaps it requires more educating and instructions. If they are younger, they would definitely go to your Instagram and Google to see your menu. 

  • Product / Service

Naturally, you still have to showcase your food and drinks to your audience. If your establishment does not have a likelihood of receiving guests anytime soon, the content can be positioned towards destination dining/delivery themes that ignite the desire to consume from home. 

First, we invite you to think of your food and drinks - what makes it desirable or memorable? Ask yourself, what sort of emotions should one get a sense of when they experience it? What kind of visuals, sounds or expressions should one have? This gives you an idea on the creative direction of your content and tells a story to your audience. But how?

Example: Home delivery initiative: Community focused boxes of fresh produce & locally crafted goods

The Bali based co-working space brand, Kinship studio, had the initiative to collaborate with a cafe brand, Baked, to offer a new product offering called BOXED. It’s a community focused box of fresh produce and locally crafted goods that offer weekly pre-orders that are pre-purchased. The brand offers a step by step guide on what to expect every with a gateway time of 1 week to place orders, ensuring efficiency and effectiveness through a small operation model. 

 

View this post on Instagram

 

A post shared by BOXED. ON PAUSE! (@boxedbali) on

As this should be part of your weekly content strategy, we suggest it to be on your social media channels. Remember to not just showcase the product but have a narrative on what makes it special plus the convenience for anyone to order or visit.

  • Collaborations

Content doesn't always have to come from you or be about you. Believe it or not, you are allowed to work with other brands that are in line with your brand values. This strategy matters because taps into your audience buyer's persona and their interests which not only makes you a brand that stands out - but also a brand that listens to what your audience needs!

As you can see the example below by The Vegetable Co, a Malaysian brand that produce nutritious vegetables with Controlled Environment Agriculture. They had a cross collaboration with influencer celebrity to co-creates & endorses new recipe with the vegetables that they produce.

 

View this post on Instagram

 

Good news, we are going live this weekend! Join us at 11:30am on Saturday morning as @rawchefyin teaches us a yummy, Korean inspired romaine salad recipe. We'll also be sharing a little bit on why we do what we do. Swipe ⬅️ for more details. See you then! #THEVEGETABLECO . . . . . #kualalumpur #saladrecipe #malaysia #foodkl #klangvalley #zerowastemalaysia #malaysiaboleh #kitajagakita #malaysianfoodie #malaysianblogger #kualalumpurfood #vegetablesalad #cookingdemo #veganmalaysia #foodiemalaysia #veggies #foodstagram #stayhealthy #quickrecipes #easyrecipesathome #klfoodie #saladsofinstagram #chefsofinstagram #eatyourveggies #veggierecipes #healthyeating #safefood #nutrition #urbanfarming

A post shared by TheVegetableCo. (@thevegetable.co) on

Remember to stick to your brand identity as it's the key to stand out within the sea of contents out there, and to go an extra mile on delivering contents! If you need help in elevating your brand digitally, we're here for you. You can either check out our free worksheet to strengthen your brand identity here, listen to #WeAreWavemakers podcasts, or connect with us! 


influencer-marketing

How Entertainers Have Evolved Digitally


When COVID-19 happened, places had to close, with these new measures, we couldn't go to the cinemas, theaters, concerts, bars, etc. A lot has to change in the digital space. Entertainment news and brands are just really making use of all these different channels to innovate a new way to engage the audience and entertaining because it's no longer like a physical experience.

Things were drastically changing. In the first 3 months, most businesses were not sure about what to do. And you started to see them adapting. We can see a lot of celebrities are starting to share more personal contents, they’d talk about mental health on their social media channels. Musicians were sharing Spotify playlists. 

In Singapore, they had a Singapore food festival digitally, a live cooking session with local influencers. Their goal is to give you access to their content and platform by buying tickets online. Whether it’s effective or not, in times like this, it has changed the way we view content. 

Broadway has gone online and you know as much as you enjoy it, it’s not the same experience. But to support the likelihood of entertainers, it's very important to collaborate amongst the community, the entertainers, the venue spaces, and creator enthusiasts.

broadway-stream-online

It's been a creative time for people in the past few months using digital platforms. We are shifting away from times when influencer marketing was expensive, but these days if you ask and have an open conversation online, you’d be surprised on how people would engage. Especially with campaigns, everyone is trying to be creative and go digital. It’s not easy to activate your brand from offline to online. We were so used to throwing events, but in the world as it is right now, you can’t necessarily tell a brand to run a pop up event and get people to come in. 

All those rules have changed, but that’s not a reason for you to give up in the industry, but it’s a way for you to talk to people from the digital marketing industry to get over the generation gaps and start to educate each other on how things work.

This year is about figuring things out, learning new skills, and starting to understand how technology is a new way of engaging your audience. Where this is going for any business is depending on their goals. If you’re not used to activating your brand digitally, the support is always there. There are digital marketers like us to help you launch your online campaigns, and there are production companies who could help you set up your online events.

What should businesses & entertainers do? 

Be creative and collaborative.

People are now more connected because of social media. We no longer have to depend on large media because there are so many other media.

For brands and businesses, you should start looking at channels like Youtube or Instagram to collaborate with content creators and social media influencers. It’s a way for you to collaborate with entertainers and in return, they will help elevate your product and service. Don’t be afraid to tap into industries that are not necessarily related to what you’re doing. It starts with you being open to the idea of working with others.

For entertainers, we know it’s hard and you’re not doing what you used to do. But right now it’s about surviving before thriving. You need to be innovative. In marketing, we call it bootstraps marketing strategy. When you approach things thinking that you have zero resources, that’s when the good ideas come out, and that’s when you start to evaluate all the possibilities of doing what needs to be done right now to survive. 

Bring lightness and entertaining contents to your community.

We all have that power to influence other people. Be more light in this hard time because mental health is very important in the world right now, and laughter is the medicine. If you are a business and you care about your audience’s mental health, you can work with entertainers to get them hold a session to do this. Whether or not you choose to raise funds for organisation awareness, this is entirely up to you to decide in terms of content. 

Don't be afraid to reach out to professionals like digital marketers or brand communication consultants who could shift the way you’ve been speaking to your audience, perhaps in a way that it’s more light, entertaining, and positive when things are difficult now. 

Know your brand, your audience and what you’re trying to offer & achieve.

You wouldn’t be successful in working with entertainers if you don’t know what you’re trying to offer and achieve from the collaboration. Build relationships and have conversations with your consumers. Because people have the time right now so might just as well enjoy building that connection.

If you need help in reaching out and collaborating with the right entertainers, we’re here to help you. Feel free to connect with us here to discuss.


social-media-content-ideas-tourism

50 Ideas to Diversify Your Content Marketing Strategy

Why is it important to diversify your content?

Diversifying is really important because it shows your brand's commitment, as audiences live in times where they're feeling very insecure with a lack of trust in businesses or the world as a whole. If your brand can appear as a brand with diversity, it shows that you are going the extra mile to understand your audience. It shows that you´re doing your background research and creating content that is aimed to serve the audience's needs and it's meant to fit into their day to day behaviors. Of course, if you are diverse in your contents it also shows that you are inclusive, it brings out the best of both worlds. Being able to diversify shows that you´re really taking into consideration all these different contexts in the world that we live in right now, especially regarding cultural appropriation. More and more brands need to be aware of the market that they´re tapping into and accept that their audience is ever evolving. Diversity is meant to fit in this ever-changing nature.

When it comes to content diversity, the purpose is no longer just to get engagement, we want meaningful engagement, the type where your content will appear in front of your audience, they might double tap, they might like it, but more importantly they're not just going to keep scrolling up. If your content is diverse and effective enough, you´ll be able to create conversations, which is exactly what businesses are looking for, that breach of connection and communication with the people who support their product or service.

At the end, it is important to explore different ideas, see what the competitors are doing, what other industries are doing and you could incorporate some of these ideas and strategies into your content.

The question is how can we talk about the same things but in a way that allows us to stand out and be relevant?

Watch the video below to get more explanations from Rachel and Nadzirah.

Specifically to help out the tourism brands who're struggling to write or to post about these days. We have observed a lot of brands and mapped out different ideas and inspiration that is accessible for everyone to download.

To download the ebook for free, click here.

social-media-content-ideas-tourism


tourism-industry-marketing-covid

How The Tourism Industry Can Bounce Back

As flights remain limited and borders become blocked off, traveling is no longer familiar for most of us. Airlines are losing revenue upto 63 billion dollars, hotels across the globe have occupancy dropped to 27,9 %. Needless to say, it has been a catastrophe for businesses that depend on tourists as their revenue source. With entry bans, quarantines, and other restrictions for citizens or travellers, we analyze trends and forecast what is expected to be a recovery from next year on. How can businesses be resourceful and agile in a way that they preserve brand loyalty until things get better again?

We have organized a webinar series this past month for the entrepreneurs and businesses to adjust and innovate their digital marketing strategies to remain relevant in the eyes of their target audience.

Shift your target market to local travelers.

There’s a shift in mindset. Traveling is becoming an act of going away, to refresh their minds. People don’t mind traveling domestically within the next 3-6 months because they know that the process is not as complicated as traveling internationally. Tourism & hospitality brands should optimize their service offerings to cater these market changes.

Pay now, stay later.

With limited budget and resources, this could be something your business does. The problem about this, you need to make your potential customers feel safe and confident about their purchases.

Digital and virtual experiences are the thing right now.

Right now, people are connected digitally. Businesses who don’t have an online presence are behind right now. So consider tapping into the digital world and create experiences in a new way. We have compiled 50 inspiring content ideas for the Tourism businesses that you can download for Free here


conscious-marketing

Entering a New Era of Conscious Marketing


Nowadays people are starting to realize that capitalism is no longer considered as basic human values and it's not sustainable in the long run. People are sensitive, and driven by a specific mindset. We’re moving towards a circular economy where people are starting to talk more about collective collaborations to save the planet and gear it up towards the future, how we can become more conscious about what we offer, and be more considerate and compassionate to this entire economy that we’ve created. 

The entire world has started shifting to be more conscious about giving out information, positioning messaging, as well as how businesses navigate around their own products to make sure that it’s relevant to what people are thinking right now. The pandemic has shifted consumer behavior and this behavior change is driving brands to relook at the way they communicate and position themselves as a brand. This shift is inevitable, it will happen and it’s happening more rampantly now. 

As a marketer, we are trying to make sure that we are aware and in line with being conscious, and not misrepresent the brand. And as we enter the new era, we need to highlight why it matters.

Conscious marketing is an approach to a framework where you prioritize your consumer needs in a way that allows you to provide and have more ethical businesses and within your team. 

And this should be transcended to the community of consumers and internal organization. When it comes to decision making, know that whatever you decide right now is going to create impact. Therefore you need to be aware of these repercussions. It requires various perspectives, an open safe space where everyone needs to come together and share their inputs. Because the more discussion and feedback you have, the better route that we can pave towards a more conscious campaign and economy.

Conscious marketing comes from marketers who are really trying to reevaluate their purpose and the way they think. Because the world of digital marketing involves us trying to build a communication bridge between what you innovated to your audience. And more importantly, we’re meant to drive the interest.

There's a lot of power and responsibilities within the marketers.

Therefore there’s a rise of concerns in the way things are positioned. There are some brands that attempted it, and others that attempted and failed. Body Shop as a whole has always been about consciousness. Brand ethos: everything they source to their ingredients to the stories they tell in digital channels, they have managed to make it seamless to show people that they really do things with consciousness.

conscious-brand-the-body-shop

What should you consider when creating content?

While we’re still evolving as a society, it takes a collective effort to make a more conscious society. As a marketer, know that you and your values have the power to change the mindset of the consumers. Try to communicate how important it is to your client. 

And a lot of content creators nowadays try to shape the audience’s opinions.

“You must do this..”

“You should do this..”

But conscious marketing is you becoming more mindful with how you affect their lifestyle. When it comes to social media content creation, take into consideration the kind of world that we’re living in right now. Be mindful not only of what your industry or competitors are saying or doing, but also what the other industries are doing. Going beyond your country and looking into other geographic locations is also important to see outsider’s perspectives. 

As a business owner, understand why it is important for your business and how your business can grow as a whole. Rethink how you design campaigns for your business. Realising there are other ways of doing things, and that there are other media platforms to help you shape content that is more considerate.

So if you really care about the audience, go an extra mile to create something valuable and that can help them be better people. Because better people equals a better future and better planet, it’s all inter-related.

Feel free to reach out to us if you have any questions about creating a conscious marketing campaign on digital platforms.


business-transparency

How Transparent Should Business Be With Their Struggles?

During COVID-19 there's all these policy changes and restrictions that affected businesses across the industries. When reality hits, how open and honest are you supposed to be with your audiences because most brands have this representation and identity that defines you. But when the pandemic hits, it's hard for brands to act like nothing happens internally. All of the sudden we see all this news and articles across all industries.

bali-hotel-closed-covid
Bali Ginger Villa in Seminyak, Bali released a social post on Facebook about tourism in Bali has been devastated and that they had to temporarily close down.

Depending on the industry, some brands are actually more transparent because of the consumer's demand and some others can get away with lack of transparency. For example, small to medium size hotels in Bali are relatively transparent by sharing on the digital channels that they need support to pay their staff and their families because Balinese they thrive in tourism while the occupancy rate has dropped.

gojek-support-frontliner

In South East Asia, Gojek launched a campaign calling it Go Hero where they support front line workers.

On the other side, fashion brands on average are not transparent. Lack of transparency costs had cost lives in Bangladesh back in 2013 when the tragedy of Rana Plaza garment factory collapsed. 

fashion-transparency-covid

Based on Fashion Transparency Index 2020 Edition by Fashion United, there are brands that are doing well in showing transparency such as H&M, followed by C&A, Adidas, Reebok, and so on.

In terms of status and transparency around the world in various industries, it can be improved and it should be improved if we live in the world of authenticity and need to be communicating with our audience as relatable as possible.

Is there a downside or repercussion to this transparency? 

There’s a downside about everything these days, especially when you’re being vocal. It all comes with accountability and responsibility for what you say.  There are brands that are being shut down for being transparent, like Airbnb. As the bookings have decreased tremendously with borders being closed and travel restrictions, the Founder, Brian Chesky, had to make a very difficult decision of letting go 1,940 employees within a few hours. There’s a huge backlash. Airbnb has always presented themselves as a community of trust, reliability, and accountability. So when the founder decided to make that decision, the backlash came internally. It hit the media and so Airbnb was put in a spotlight where they were a brand that’s built on trustworthiness and for the people, and yet they turned around and fired 1900 people. 

This is an example that shows as much integrity as you have, you can’t please everyone. How Airbnb covered themselves up and mitigated the situation was great as well. The founder was never once silenced. He consistently continued answering questions and having discussion. And transparency is about that. 

Transparency means showing up even though the question is difficult or it makes you uncomfortable when it forces you to be vulnerable when you don’t want to or it’s against your principal. 

It doesn’t make sense to show perfection when things have been hard. When it comes to communicating and sharing your problem, one of the fundamental things by being transparent is to build relationships and nurture with your audience. 

How to communicate?

By taking the opportunity for your brand to take charge, innovate, and offer solutions.

It’s quite standardized within brands, the difference could be for brands who can afford to collaborate with the health ministry or health organisation to come up with new training manuals or crisis responses. The new normal would be ideal before you come with new SOP. No matter what your company provides as a service, your staff and your customers should be the one you hear first. And you got to be fast with your response. By listening and being responsive you also need to be realistic about how much support you can offer knowing the fact that you are also in this situation with them. A lot of struggles we’re facing these days is companies can’t afford to hold their team together anymore because the expenses no longer make sense.

This is the part where you as a consumer, are you going to shut down the brand you love just because of the real cold hard fact?

Consistency.

It’s a good time for a brand to continue building their brand identity, especially to a crisis because how you deal with difficult situations is another way for your audience to see your brand in a different perspective. In fact it makes them feel more reliable if you can lead them through these tough times by providing support and being resourceful, effective and relevant. 

So, what’s your take - should brands be transparent about their struggles? If you’re in the process of reviewing your communications style and think that it’s time to shift your brand identity - do reach out to us. We’d be more than happy to give free marketing advice.


fitness-wellness-business-covid

The Rise of Fitness and Wellness

These days, mental health is a discourse of empowerment. We are put in a situation when not only we lose our freedom, but we are faced with these uncertainties and challenges. In times of stress, anxiety, and tensions, people are looking to deal with themselves through knowledge-based experts. And brands started to realize that their audiences are in need. Therefore brands started to figure out a way of creating experiences to help them. And how they do it is translated into immersive campaigns. 

For instance, Free People as a women’s clothing brand started giving out live stream meditation and yoga sessions.

live virtual fitness classes

Airbnb suffers from a decrease in bookings. This vacation rental marketplace company faced a huge dip in bookings but decided to provide various fun virtual experiences to keep people active and entertained while at home.

airbnb founder

Lazada, an international e-commerce company had motivated its online community to not only shop but also stay healthy through a Tik Tok Challenge. The #GetFitWithLazada campaign was led by an Indonesian based fitness influencer, Jennifer Bachdim.

jennifer bachdim get fit with lazada

Fitness brands should be open to collaborating with other brands because people are actually in the mind of doing these experiences right now. According to a recent study by Mind Body, during COVID-19, there’s a rise within the fitness and wellness industry.

  • Pre-recorded fitness classes grow from 17% to 73%.
  • Live stream classes have gone up from 7% to 85%.
  • Workouts accelerated, 60% of people work out 5 times a week.
  • 46% of people are likely to continue doing workout online
  • 40% of people are likely to try new studios after the pandemic

At this moment, brands definitely need to think about your key messaging. Key messaging is all about your audience’s thoughts and feelings right now. You’d be surprised at how this rise has tapped into the way brands are communicating. People want to be aware of their actions. Brands are starting to be more concerned for their audience, “Are you okay?”, “What can we do to make you feel better?” And another thing is, the busier the market gets, the harder it is to resonate with your market in a more meaningful way.

How can brands stand out while communicating their ‘wellness values’? 

Through your brand communication.

There are different ways to talk about wellness, but the way you communicate matters. Define a style that matches your personality. If not, your brand is going to come off inconsistent. Take this hotel brand in Japan, Miru Collection, as an example. All visuals and language amplify their brand ethos: each property showcases their individual spirit while sharing a purpose that approaches travel in a more holistic way.

In order for your messaging to stand out, clarify your brand personality, brand values, brand tone, and voice. And be confident about it! 

Now if you’re wondering how to start, we can help you shape your brand communication or take it to the next level through a hands-on one day workshop. Along with your core team members, we’ll brainstorm and find the best way possible to communicate your brand in all digital channels. At the end of the workshop, we’ll also produce an actionable brand communication guideline along with an improved content strategy that you can apply right away! 

To book us, click here.


How to Safeguard Your Brand in the Era of #Cancelled Culture.

Tapping into marketing in hard times as hard times is a total understatement, hard times is where we are living in right now. Social media is so rampant since COVID-19 that people are more active online and engaged.

A little bit of a low down to what #cancelled culture is all about.

#Cancelled Culture is a practice of withdrawing support. 

Whether it’s a public figure or companies, and people who cancel brands or people who believe that whatever that said was objectionable or offensive. People have always been canceling brands that they don’t support & this has been happening for decades as a sign of activism for most consumers.

But today it is way more prevalent.

We see this happened in different industries & tying into our work as a marketing agency, one of the things that we had experienced was within the fitness industry. The Founder of CrossFit one day tweeted on his Twitter account.

 

 

It went so big that people who were registered under CrossFit and as an affiliation decided to disaffiliate themselves because they felt like it was their responsibility as a brand to take a stand and to not support someone who is deemed to be racist. Was he racist? That’s a whole other topic. But the fact that this person who represents the brand put out the tweet that represented a brand brought all this repercussion that claims as if CrossFit was racist. 

Now that CrossFit is deemed in the racist category, what happened was hundreds of gyms decided to take their name out within a day. The Founder had to resign from the position because as a business it was taking such a huge toll for disaffiliation. 

It wasn’t just the tweet, but also how Greg Glassman mitigated the situation as soon as people were pissed. He wasn’t sensitive about it and even made comebacks that drove more anger within the community. CrossFit was #cancelled.

You have the responsibility and the accountability on how you represent yourself in the digital channel. 

It’s important for businesses to develop a brand communication strategy that is mindful of risks and repercussions. If you’re not thinking about the consequences of what you write or comment out there, you need to be very careful because this is just the era we’re living in right now. For brands who are in situations where things get sensitive and they are not showing sensitivity, they should back themselves up with a mitigation plan.

So what would’ve been a better way to communicate?

  1. Consider your brand values and brand identity in relation to your audience’s beliefs. (We created a guide to re-evaluate and strengthen your brand identity that you can download here).
  2. Evaluate your opinion in that situation and ask yourself, “how does this resonate on a personal level?”
  3. If you decide to speak up as a brand, be accountable for the outcome. Thread your communication style in a more neutral way to create inclusiveness.
  4. Do this exercise before you decide to make an announcement:
    1. Write down your opinion(s)
    2. Look at every standpoint and try to empathize by putting yourself in the shoes of your audience personas to understand all potential perspectives
    3. Choose your language and words wisely by writing & re-writing

#Cancelled culture wouldn’t be as extreme as right now if brands are more in tune with what people have to say and think because what is social media without listening? On top of that, it’s also about the courage of becoming transparent and having a difficult conversation instead of seeing it as a bad thing for brands and businesses. Here we are in the era of people becoming more outspoken and unafraid to express their opinions in their digital channels.

As a brand, you need to understand that you need to be more aware of the changes, and continue adapting to the world we live in. Relevance is the key to survival.