Navigating turbulent times

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1. How to not land in hot water during election season

According to a Gallup News poll, fewer than 4 in 10 U.S. adults believe businesses should take public stances on current events. With election season in full swing, it's easy to steer your communication strategy into rough waters.
Best practices may include being cautious of politically charged terms like "ESG" and "DEI." Instead, opt for neutral alternatives like "sustainability" and focus on showing your values. It’s also prudent to have a crisis communication plan to address any potential negative publicity.
While avoiding overt political stances, don't shy away from letting your experts comment on relevant issues. Use non-partisan language, utilize media training, and tailor your messaging to your audience.

Mountain Dew is undergoing a major rebrand, returning to its roots with a new logo and packaging design that emphasizes its outdoor heritage and nostalgic appeal.
Despite consumer preferences shifting away from soda manufacturers, this iconic brand is surging back, especially among younger consumers. The brand is bringing back limited-release flavors and using throwback designs, influencer partnerships, strategic co-branding, and great messaging to achieve its comeback.
Key takeaway: Staying relevant over time takes continuous evaluation and the ability to adapt to changing consumer behaviors.

Keeping your audience engaged takes understanding, anticipating audience needs and preferences, and adapting strategies to resonate with evolving trends and demographics.
There are always ways to connect with audiences on a personal level. You just have to tap into the right communication medium, such as shared values and experiences or nostalgia.
Axia’s team is here to help you craft unforgettable moments for your audience. Just ask me how we can help.