Dr. Francesca Sobande is a renowned writer and senior lecturer whose research delves into the power dynamics and political influences within media and the marketplace.

Her latest work, Big Brands Are Watching You: Marketing Social Justice and Digital Culture, explores the complexities of morality in the marketplace, brand activism, and the impact of influencer culture on social and political movements.

We sat down with Dr. Sobande at a Canvas8 Breakfast Briefing to get a better grasp of the tricky terrain brands, businesses and organizations are attempting to navigate when communicating with consumers about social issues.

Breakfast Briefings are Canvas8’s highly coveted roundtables – a chance for members to listen to thought leaders, innovators and cultural leaders in an intimate setting, followed by an exclusive Q&A.

For those who weren’t able to attend, Christopher Lewis, Global Partner Manager at Canvas8, has summarised the essence of the talk, offering up three key takeaways that can be applied to brands, businesses, organisations, and creative ways of thinking.

💬 Prioritize authenticity and communication
By demonstrating genuine values and transparently supporting causes that align with their identity, brands, businesses and organizations can build trust and credibility with consumers and their intended target audience. Moreover, as Dr Francesca Sobande said ‘don’t be a jack of all trades’, instead choose to focus on social issues where your organisation can have a real impact and find those communities you have a natural alignment with. And if missteps occur and you get it wrong, own the process, apologise for any shortcomings and commit to doing better going forward.

💡 Embrace a proactive approach
Organizations should be proactive rather than reactive when it comes to social issues. Instead of waiting for crises to occur, businesses have the opportunity to consistently demonstrate their values and take a clear stance on important social causes. This intentional approach can help brands create a positive impact on society, showing that they genuinely care about a social issue rather than looking to leverage it for a business advantage.

🧠 Understand diverse audience needs
To facilitate deeper consumer engagement and interactions, brands and businesses should work toward understanding the needs of the diverse audiences they are engaging with and tailor messaging and actions accordingly. By recognizing cultural nuances, demographic differences, and shared values within their intended target audience, brands can connect with consumers on a deeper level and drive meaningful social change. It’s also important to have a diverse range of perspectives within businesses as this can help create more informed decision-making on social issues.