Show. Don’t tell.
Those were the 3 simple words I chose when a savvy entrepreneur and civic leader asked me over lunch about how we’re advising our clients in this volatile political and cultural environment.
He wondered if we were suggesting companies double down on promoting their DEI initiatives, for example, or do they pull back and quiet down on social impact initiatives given recent Supreme Court rulings and, of course, the new administration in town.
Neither, I said.
He looked at me perplexed until I explained it was less about words and more about action.
Companies and organizations of all stripes are struggling to hit the right notes when it comes to doing good by their customers, their community and their employees while balancing the many agendas from shareholders, regulators and activists.
Suffice it to say, my phone has been ringing a lot since November.
Before I get to the advice part, a little look at how we got here:
Pre-COVID, study after study showed a growing segment of Americans wanted corporations to state their positions on social issues.
Cue Budweiser-Gate, the general rise of anti-woke sentiment and growing distrust of public figures and legacy institutions (and of course 3 chaotic presidential election cycles), Americans now are increasingly uninterested in what businesses and major institutions have to say about social issues, especially ones that have nothing to do with their brands.
As executives and leaders learn better how to stay standing when the ground beneath them is shifting so quickly, we advise them it’s better to walk than to talk.
Rather than speak out on big issues, we tell our clients to DO something about them.
Act on your business’ values to make a positive impact. Treat your employees well. Make genuine connections in the community. Solve problems all around you.
And don’t shout it from the rafters. Let the work speak for itself.
After all, actions are louder than words.
This article was written by President Natalie Bauer Luce. Natalie is a seasoned communications and public affairs strategist with extensive experience in government, law, media, politics and business.