The Social Issue Positioning Handbook
A step-by-step guide to communicating about the world’s most pressing issues.
More than ever, brands are being pressed to embrace their social and environmental role. But speaking up on current issues comes with risks. This blueprint is for brand managers, communications professionals, executives, and founders who feel compelled to clarify their social purpose but lack a North Star to guide their marketing and communications. It combines practical advice, real-world examples and insights from academic research to offer a clear methodology for crafting messages that resonate.
70% of consumers say they buy from brands they believe reflect their own principles.
Ipsos Global Trends 2021
81% believe CEOs should be personally visible when discussing the work their company has done to benefit society.
2022 Edelman Trust Barometer
62% of millennials favour products that show off their political and social beliefs.
5WPR Consumer Culture Report
This handbook is for…
Mission-driven Founders and CEOs who want to build up their communications game;
Communications and marketing leads looking for guidance on which issues to speak up on, and how;
Brand managers who want to understand how consumer attitudes about social issues can affect business;
PR professionals who want to acquire skills to support mission-driven organizations.
You will learn how to…
Understand which issues your audience cares about, and expects you to speak on;
Engage the right stakeholders in your decision-making process;
Align your communications with your brand, CSR and business strategy;
Lead communications campaign across fragmented markets (for multinational companies);
Craft authentic messages that don’t come across as performative;
Inspire your audience and build engagement in your social mission;
And more.
