Who’s Watching?

No one escapes scrutiny in a continuously connected world.

Everyone seems to be watching brands and then holding them accountable for what they say and do. Look at the growing list of Western companies who have pledged to stop doing business in Russia because of pressure from customers and investors.

Brands like Koch Industries can’t afford to sit on the sidelines. No matter how much I love the toilet paper and napkins made by their wholly-owned subsidiary, Georgia-Pacific, I plan to boycott Koch Industries because they “profit off Putin’s regime.” I am not alone in expecting brands to do the right thing. In fact, “it is becoming harder for boardrooms to see things in shades of gray.”

So, how does your brand thrive under the watchful eye of the public? Here are three ways to turn that scrutiny into something positive that elevates your brand:

  • Live your core values every day as if no one is watching.
  • Tune in to what people are saying or not saying about your brand.
  • Respond quickly, thoughtfully and ethically to stakeholder concerns.

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