Topicals’ commitment to donating to mental health organizations and the Spottie Sphere, an interactive ambassador program open to customers, creators and skincare professionals, are also testament to the brand’s dedication.
Accountability follows a statement of solidarity, and brands need to be ready to show how they are backing their words up with visible action. Ty Heath, Director of the B2B Institute at LinkedIn, warns consumers are quick to call out brands that talk the talk but don’t walk the walk.
“Saying your brand will do better without action won’t stand up to scrutiny,” said peru mobile database Heath. “While many brands have shown support for social justice issues building trust requires sustained investment—not only during Black History Month.”
She points to Ben & Jerry’s as one brand that’s figured out how to be authentic with their activism. “Ben & Jerry’s has made speaking out against social justice issues part of its DNA. The journey starts with an internal conversation about uncomfortable topics we often avoid. To support your growth, incorporate diverse voices and core values into the fabric of your company’s brand and culture,” she said.