Happy Monday!
I’m still having issues with Stripe. This is so annoying. So, I am copying and pasting the essay from the first issue that no one read. And by no one I mean, a bunch of people who emailed me saying they were trying to do a paid subscription and it didn’t work read this. I think it’s very important info that needs to be shared. I wrote it a few weeks ago and it remains very true.
But before you read it…
I’ll have a bunch more assignments from Real Simple this week. So, don’t miss anything.
A Very Hot Take: Here’s Why You Need To “Can It, Claire!”
Before you read this, I just want to say that going forward, the takes will likely be “warm” and more actionable. But this is something that’s been on my mind for a while and is extremely timely.
No one is talking about this right now, which is exactly why I need to say it
Now more than ever (at least probably until spring 2025), your brand needs to stay on-brand. Here’s a hypothetical for you. Claire makes scrunchies for pretty girls! This brand’s stance on politics won’t move the needle. It has zero to do with what they sell. Put that energy into a headband line or a collab with someone who has long hair. Otherwise, you need to “Can it, Claire.”
Things are BONKERS with politics right now. It doesn’t matter what side you’re on. I wrote this before Biden dropped out, and I suspect that won’t be the last plot twist we’ll see until the election.
Politics are more complicated than ever, and there are so many hot-button issues. We don’t need to get into what they are, but there’s something I know for sure. There’s a 100 percent chance that if your brand takes a stance on something totally unrelated to what that brand is—if it’s remotely controversial—it will alienate someone. That person might be a customer with a big purchase in their cart, a slew of Instagram followers, or worse, someone who could get you a lot of press.
A few months ago, a brand that is pretty much a household name among parents of babies and young children posted something very controversial. It was so controversial that they shortly turned off comments on the post when their followers expressed their opposition to said view.
Here’s my personal take as a consumer: I don’t want to know a brand’s stance on anything. Don’t put it on me. I have enough to think about. (Edit from orginal post: I know that sounds lazy, it could be a mom of a toddler thing.)
As a lifestyle writer, it makes me uncomfortable because I try to be unbiased. But I also can’t put a brand on my platform that clearly opposes my values. This isn’t about canceling people or cancel culture. It’s far more subtle than that. (Edit from orginal text: Everyone does this! Do you think MyPillow was ever featured in a pillow roundup on Wirecutter or NY Mag? I didn’t even even have to check this!)
While I’ve seen personal brands and accounts become more popular when they suddenly became political or simply took sides on any issue, it’s unlikely to go that way if your product is sold at Target, Amazon, Walmart, or Nordstrom. It could also lead to a slew of negative PR or at the very least change how people see your brand.
So here’s my hot take: Can it, Claire, and keep things on-brand. You want to drum up some stories and you make cute pool floats? AWESOME. Partner with brands that make cute swimwear. Or make a big donation to an organization that provides swimming lessons in underserved communities. Play it safe. But stay in your (swim) lane or be prepared to face the consequences.
Before I swim back to mine, I just wanted to say I don’t believe in censorship. And everyone is entitled to their beliefs, of course! But I implore you to keep in mind that we don’t live in a world where you can share your beliefs without consequence.
Want more? Just starting? Need extra help? Here’s a shameless plug for additional PR services I offer.
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