Organizational Values in Action: How to Communicate in Politically Charged Moments
As this pivotal election season unfolds, businesses face the challenge of navigating a landscape where political and social issues intersect with commerce. Organizations must determine whether to respond, as well as decide where, how, and when to do so—internally, externally, positively, neutrally, or otherwise. Examining how others have approached these decisions can provide valuable insights for guiding your strategy. Below are some examples of how major business organizations have led strategically in this space. |
Leading up to the election, Patagonia, known for its environmental advocacy, encouraged both employees and consumers to “vote for the planet.” After the results came in, the brand took to social media to double down on its commitment to environmental causes, vowing to fund grassroots organizations protecting land, water, and communities over the next four years—a continuation of its long history of activism.
McDonald’s took significant steps to proactively address its employees during the election cycle, issuing an employee-wide email which responded to both the right and left’s attempt to wrangle the brand for political gain. “We are not red or blue—we are golden,” the brand emphasized, as a reminder of their inclusive values. In the face of rising political tension, McDonald’s provided their team members with invaluable context and tangible tools to engage with the company’s values.
In Silicon Valley, reactions to Trump’s victory have been varied, with some celebrating, some expressing a willingness to work together, and others, like LinkedIn cofounder Reid Hoffman, expressing caution and concern. Overwhelmingly, leaders focused on the importance of finding an ally in the government as they work to advance new technologies like AI.
Per Glossy, many beauty brands have publicly expressed their disappointment with recent political developments, with figures like Rhode Skin founder Hailey Bieber joining the conversation. Bieber reposted messages critical of Trump’s status as a convicted felon, while Nadya Okamoto, founder of August, said she “might need to go back to sleep” to cope with the news.
Supply chain leaders—like Retail Industry Leaders Association President Brian Dodge—are bracing for potential disruptions due to the changing political landscape, as detailed in Supply Chain Dive. Many companies are getting ahead of the curve by enhancing their logistical frameworks to ensure resilience in the face of uncertainty.
Legal experts at Jackson Lewis, a firm specializing in workplace law, have noted that companies should prepare for regulatory and policy changes that could affect talent acquisition, visa sponsorships, and DEI commitments. Such adjustments could influence compliance requirements and workplace strategies, emphasizing the need for proactive planning to adapt to the evolving legislative landscape.
Laurence Tubiana, one of the principal architects of the Paris Agreement and CEO of the European Climate Foundation, expressed that while Trump’s election win presents a setback for global climate efforts, the Paris Agreement has demonstrated resilience and remains more robust than any individual country’s policies. Many climate leaders are also advocating for Europe to take a leading role in advancing climate action moving forward.
After the election, ACLU Executive Director Anthony D. Romero issued a confident rallying cry: “Trump’s gotta get past all of us.” During Trump’s first term, nonprofits filed hundreds of lawsuits challenging his actions. This cycle is likely to see similar levels of activity, but organizations may struggle if funding continues to be “anemic,” and fall short of 2016 levels, as many groups are currently reporting.
Dr. Kevin Christian, Director of DEI at the American Association of Community Colleges (AACC), highlighted the critical role that community college presidents have in advocating for DEI, while also remaining compliant to potential legislative changes. Like the AACC, leaders in other industries can take active measures to proactively protect their company’s values.
The Los Angeles Unified School District (LAUSD) took significant steps to protect immigrant and LGBTQ+ students, with four emergency resolutions introduced at the last school board meeting of the year. “It’s my parting shot,” said School Board President Jackie Goldberg, who will soon be retiring. With policies in place to counter federal actions that might target these communities, LAUSD has emphasized the importance of fostering safe and inclusive environments.
Whether choosing to remain neutral, issue public statements, or focus on internal engagement, these varied approaches demonstrate that there is no one-size-fits-all strategy. Some companies are reassessing corporate activism post-election, focusing on minimizing risk while maintaining their core values, while others are ramping up their efforts to fight policies that they see as harmful. A common thread, though, is the increased focus on employees’ mental health, with many companies sharing helpful resources to help their staff navigate the varied reactions to the news. Examining these examples can provide a roadmap for your organization to thoughtfully align your response with your unique brand identity and employee needs.
This article was originally published in our newsletter, The Yard Line. To subscribe to future newsletters, scroll down to our footer or head to this link.