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Conversation Starter
The real question is not “why aren’t brands going dark?” but: are brands building a model for when they should pause, pivot, or speak beyond just avoiding offense to show they actually understand what their audiences care about right now?
Expecting brands to go dark every time something awful happens is a slippery slope. There’s tragedy somewhere in the world every single day.. most of it just doesn’t trend.
I think it’s fair for brands and entertainment to have space where people can breathe and engage with content that’s not directly tied to every conflict. Expecting total silence on all public platforms borders on unrealistic.
Pro
Good point. I’m writing from Minneapolis and what I really wanted to ask and probably should have, is to start a debate about the right time for a brand to stand the F up on support it it’s community. We are seeing local business make a huge stand but other than 60 CEO’s signing the same document, it’s been wild to see some of the biggest companies not say a peep. I get it’s a slippery slope but also find it hard to reconcile.
I agree that it can be jarring and discordant, but life still goes on. Perhaps that sounds cynical or uncaring, but if you think about it, what most people would want now is normal life. Everyone says they'd like to go back to when every single day wasn't filled with some appalling political chaos. Even if brand content can seem out of tune, for a lot of people it's probably a sign that normal life still exists.