How to navigate change on social media
We find ourselves in the teenage years of the dominant social media platforms – Facebook is 20 years old; Instagram is 14; and 18-year-old Twitter has angrily changed its name to X. As with any teenager, volatility is the norm. Recent years brought us the mountainous rise of TikTok, the faltering of Twitter, the birth of Threads, the rise and fall of the metaverse, Bill C-18, Apple’s app tracking transparency, and generative AI for all. There’s been a tremendous amount of change.
Constant change and disruption are woven into the fabric of the digital landscape. So how do communicators and marketers navigate these rapid transformations of technology, norms, and tastes? There are really only two choices – radical change every quarter or create a long-term, stable social strategy. The former is going to consistently get you into trouble, the latter will set you up for success for years to come.
Just because platforms are volatile doesn’t mean brands have to be. Amidst the chaos, the smart move is to create integrated strategies that bring together social, creative, media, and web teams to curate moments and create ownable content focused on measurable goals.
If users don’t win, everyone loses
We are in the midst of a fierce battle for attention. Consumer ability to jump toward shiny new platforms is forever shifting how social media properties operate. As communicators, we should be rooting for more success, not failure. A healthy, competitive social media ecosystem is better for all of us as it incentivizes communicators to create compelling messaging.
Meta’s platforms, along with TikTok’s, increasingly suffer from a proliferation of out-of-touch and socially disconnected ads. A surge in poorly crafted – and often auto-generated messaging results in user disengagement; they post less frequently, see less of what they want, and before you know it, you’re in a platform death spiral. This cycle creates a worse environment for users, contributing to declining diversity, doom-scrolling and deteriorating mental health – which is a lousy environment for organizations to communicate in with users.
No one should add to this deterioration. Marketers and communicators must be thoughtful about what we bring to the party. Audiences want to be seen and acknowledged, and they crave relevant content. Brands who lead with authenticity and demonstrate they understand the diversity of their customers’ values will continue to flourish.
Paid and organic: BFFs
Organic reach is dead. But that doesn’t mean organic efforts should be abandoned. It just means that paid campaigns and organic publishing shouldn’t operate in silos, and certainly not with distinct teams behind them. Organic and paid should be part of the same strategy conversation – with creative and media at the table. Paid and organic can complement each other strongly. Organic audiences are engaged supporters, driving content views, comments and organic website sessions. Organic content nurtures and informs those who know your brand or your perspective. These audiences are your most loyal, and insights from their actions and interests will inform your paid audience targeting, and your next round of creative content planning. On the flip side, within your best-performing social media content – that’s tested across millions of targeted impressions and dozens of AI-powered creative treatments – lies the spark for your next most engaging organic content.
Bigger! Better! Fewer!
Face it, very few are waiting for your organization’s next social media post. You should be communicating when you have something relevant to say. It’s more effective to focus your integrated social media efforts within your brand’s own schedule. Find your most meaningful and most impactful moments. Pick your times to speak, and break through with meaning, authenticity, and the weight of a focused ad spend to drive higher exposure for the moments that matter (to you and your audiences). Less is more!
Bigger moments are more likely to align with strategic outcomes. And social media outcomes should be a means to an end, aligning with actual business objectives. Your organization is not powered by impressions and likes. Calibrate your conversions and turn on an ecosystem that is fine-tuned to nurture first-party customer data – data from which you can grow more meaningful relationships. Engaged audiences are more likely to connect through to your websites, your ecommerce shop, your CRM initiatives and your physical assets.
Embrace platform formats
The smartphone is the TV of today. And vertical video is its 22-minute sitcom. XDR screens and 5G networks have made social media feeds the perfect place for vertical video entertainment. Steve Jobs dreamed of an entertainment and communications device for the park bench, the bus and the bathroom. And now we have it, full-screen and lightning fast. Today, content carrying your message needs to resonate with your mobile viewer within just 2 seconds. This is why your creative and social media teams should integrate from the start, so that possibilities are never missed. Your content planning and production stream can be designed to incorporate native platform truths, from the start. The format is vertical, short, and quickly engaging – with branding and key message right up front.
Because social media is so volatile, we as marketers need to be extra-focused on stability. When users, platforms and policies ebb and flow, integration and cohesion are our secret weapons. Increase the proximity between social, creative, media and web teams. Lead with authenticity. Embrace and test new platform formats. These are the efforts that enhance immediate success during these platform teen years and prepare us for weathering the expected volatility ahead.
ChangeMakers secures a major win in eye health advocacy with the Alberta Association of Optometrists
ChangeMakers is proud to announce a major win in health advocacy, securing a strategic partnership with the Alberta Association of Optometrists (AAO) to champion the importance of eye health for all ages.
Through a province-wide campaign, ChangeMakers will help spotlight the critical role of regular eye exams in early detection and prevention, from infancy through to senior years. This collaboration will not only strengthen awareness of eye health but will also mark the beginning of an exciting new client relationship.
“Our partnership with ChangeMakers reflects the agency’s understanding of our mission and its ability to bring it to life through compelling storytelling and strategic communications,” said Brian Wik, CEO at Alberta Association of Optometrists. “We look forward to working together to amplify our advocacy efforts and improve access to essential eye care services.”
As a leader in purpose-driven communications, ChangeMakers will support AAO with a multi-faceted strategy, including strategy, creative and content development, earned media, influencer strategy, digital marketing, and media buying.
“Our work with AAO reinforces ChangeMakers’ commitment to advancing meaningful causes through impactful marketing and reputation management,” said Alyssa Huggins, President of Marketing, at ChangeMakers. “We’re honored to support the Alberta Association of Optometrists in raising awareness of its vital initiatives that protect vision and improve lives across Canada and beyond.”
About ChangeMakers
ChangeMakers is a 400+ person independent reputation management, social impact and marketing firm with offices throughout North America. ChangeMakers combines deep business specialization with human-centered strategies, working alongside our clients to strengthen their reputation and succeed in a disruptive world.
About the Alberta Association of Optometrists
The Alberta Association of Optometrists is Alberta’s leading optometric professional organization, representing more than 900 Doctors of Optometry in over 120 communities across the province. AAO members are highly trained regulated health professionals providing primary eye health and vision care to Albertans. For more information, please visit optometrists.ab.ca.
View the story at StrategyOnline:
“ChangeMakers teams up with Alberta optometrists”
https://strategyonline.ca/2025/03/19/agency-news-hover-group/
Building Trust with Data
Expertise and data-driven insights help Canadians understand economics, and help Desjardins build brand trust in the market.
Challenge
While Desjardins Group is a household name in Quebec, it is not as well-known in the rest of Canada. To elevate its profile as a financial services thought leader outside of Quebec, Desjardins expanded its team of economists to provide regular, consistent reporting and insights on macroeconomic trends. Our challenge was to ensure this expertise would resonate with Canadians, connect with their everyday needs and concerns, and strengthen the Desjardins brand.
Insight
Macroeconomics and microeconomics are inextricably linked; Canadians looking to better understand and manage their personal finances benefit greatly from understanding the bigger picture. Amid a shrinking media landscape, there is a thirst for thoughtful, data-driven economic content. Providing relevant, real-world insights and local data, delivered by trusted financial experts can help Canadians feel more informed, more confident and more hopeful.
Approach
Our strategy was three-fold: to leverage Desjardins’ unique dataset – provided by its newly-instated team of economists focused on Ontario, Atlantic and Western Canada (OAW) – to tell stories about Canada’s economy from coast to coast (with a particular focus on provincial-level data); to demonstrate the impact of macroeconomics in Canadians’ everyday lives; and to engage proactively with journalists for relationship-building and enhanced coverage.
Through our collaboration, we expanded our audience by blending traditional media (e.g., BNN) with new media (e.g., The Peak), leveraging relationships held by both our team and the economists. We also hosted in-person events and worked together to amplify reports on key themes like youth, housing affordability, and climate.
Results
By deliberately driving earned media coverage for Desjardins’ newly created economist team dedicated to OAW, we saw an initial 1933% year-over-year increase in ChangeMakers-secured economist media coverage. Additionally, we contributed to doubling the economists’ share-of-voice in markets outside of Quebec compared to the benchmark for Desjardins’ other business divisions (6% vs. 3%).
Since 2022, our focus has been on building new relationships for the economists to leverage directly, which has resulted in new sign-ups for their newsletter, regular commentary in top-tier media outlets across Canada and joint team efficiencies.
Our work has been critical to building the Desjardins brand as a trusted financial services provider in the rest of Canada.
Reaching Vulnerable Youth
Lessons learned from our “Gang Life Is No Life” campaign
Reaching youth in Canada with relevance and impact can be challenging. That task becomes even tougher when the target in question is marginalized Indigenous youth.
It was this objective, engaging marginalized at-risk youth, that was put before ChangeMakers when the Manitoba Association of Chiefs of Police asked us to develop a marketing campaign that would encourage at-risk youth in Manitoba to avoid gang membership or leave a gang entirely.
Audience research is often a critical starting point for informing campaign nuances. In this case, it became the bedrock of our marketing plan. ChangeMakers sought to immerse ourselves within this target demographic’s experiences to fully understand what, where, and how to convey our sensitive message.
That meant surveying a broad spectrum of individuals and groups. We spoke to gang prevention officers with the Winnipeg Police Service as well as staff members at The Link, a Winnipeg-based agency that works with marginalized youth and families daily.
Most importantly, we held intense interview sessions with reformed gang members. These streetwise interview participants gave honest and unfiltered answers as to how we might effectively connect with marginalized youth, as well as insights on what we might seek to avoid.
Through this stakeholder research, ChangeMakers’ Social Impact Consulting team arrived at the important understanding that striking the right tone would become a crucial element in our campaign communications. The difficulty in not coming across to youth as “lame” or “corny” can be a hurdle with youth marketing at the best of times. This nuance is magnified further when communicating an issue as fraught and intense as gang membership.
ChangeMakers’ media team examined content and media platforms that were popular among our target demographic and our creative team built the campaign messaging tailored to those digital venues. Additionally, we knew that our ads had to capture our audience’s attention within the first three seconds or else they would be missed.
Based on the insights gathered, we created three short videos that illustrated the vast difference between the myth and the reality of gang life. We employed a video game look and feel that was both relatable and shareable. A text number at the end of each video encouraged viewers to send a message to The Link which was monitored 24/7, offering a lifeline to those seeking help with either leaving gangs or resisting their solicitations.
Our choice of media platforms (TikTok and Snapchat) was perhaps the most important decision in our campaign planning. The campaign’s full-screen mobile video placements, which ran across these platforms, were central to engaging our niche audiences in an immediate and relatable way.
While tone and media were crucial elements in informing our content, subtle information about gang culture was also vital in helping us establish credibility. These insights included scenarios and recruitment tactics that gangs use, as well as the differences between male and female recruitment tactics.
In building the story, we knew our messaging needed to connect and build trust with marginalized youth. By further developing our understanding of their sentiment towards colonial institutions, including policing, we avoided branding our campaign messaging with overt police or law enforcement insignia. Instead, we partnered with The Link, which had already established trust and relevance with this audience. And finally, leaning on the important insights gathered, our messaging was careful to stress that we were in no way advocating “snitching” on existing gang organizations.
Results:
This campaign successfully generated a significant increase in responses from vulnerable youth.
Over the past three years, on average, assistance has been provided to between 20 to 30 youth annually. Following our “Gang Life Is No Life” media campaign, that number jumped to more than 150 referrals (a 600% increase) and conversations between The Link and youth in Manitoba continue each month.
Some Key Lessons Learned:
- Youth audiences require authentic messaging. It must feel real.
- Young people tire of familiar messaging quickly, so youth campaigns should avoid repetition or shorten their in-market periods
- Messages need to resonate quickly and early within digital media
- Campaigns involving marginalized youth are more effective when they examine and demonstrate accommodation for sentiment and cultural perceptions
- Ongoing analytics are critical to demonstrating campaign efficacy and value with stakeholders
About the Authors
Hilary Friesen / VP, Social Impact Consulting
Hilary is an established expert in fostering behavioural change for organizations large and small. Over more than 17 years, she has led social marketing programs in injury prevention and return to work and has overseen multi-faceted social impact communications programs for diverse public sector clients at ChangeMakers.
Varinder Brar / Director, Social Impact Consulting
Varinder is a Director with 15 years of experience in social impact marketing and communications. He lives in Winnipeg and when he’s not working you can find him coaching basketball at Sisler High School.
Save the Children renews its commitment with ChangeMakers as AOR
ChangeMakers has been named the Agency of Record for Save the Children in Canada, building on the numerous successful campaigns the agency has executed on behalf of the charity since 2023.
“Our continued trust in ChangeMakers reflects the agency’s deep understanding of our mission and ability to bring it to life through compelling storytelling and communications,” said Jessica Bryant, Head of Communications, Media and Public Relations at Save the Children. “We look forward to continuing to work with ChangeMakers to amplify the work we are doing around the world and here in Canada to improve the lives of children.”
With ChangeMakers’ proven track record in purpose-driven and non-profit campaigns, the agency will be providing support in influencer programs, media relations, celebrity ambassador programs, DEI communications, issues management, crisis communications, and digital campaigns.
“Our work with Save the Children underscores ChangeMakers’ commitment to advancing meaningful causes through our reputation management services,” said Caroline De Silva, Senior Vice President, Consumer at ChangeMakers. “We’re honoured to continue supporting Save the Children to elevate its profile in Canada and raise awareness of its critical programs that benefit children around the world.”
About ChangeMakers
ChangeMakers is a 400+ person independent reputation management, social impact and marketing firm with offices throughout North America. ChangeMakers combines deep business specialization with human-centered strategies, working alongside our clients to strengthen their reputation and succeed in a disruptive world.
About Save the Children
Save the Children believes every child deserves a future. In Canada and around the world, we give children a healthy start in life, the opportunity to learn and protection from harm. We do whatever it takes for children – every day and in times of crisis – transforming their lives and the future we share.
View the story at Adnews:
“Save the Children retains ChangeMakers”
Reputation Score© helps organizations build resiliency amidst imminent US-Canada tariffs
Built on a history of peaceful trade, defense and diplomacy, Canada and the United States have shared one of the world’s most interdependent economic relationships since the early 20th century.
A storied united front, the two countries boast the world’s longest undefended border and exchange nearly two billion dollars in goods and services daily.
In recent weeks, these longstanding bilateral ties have been tested. Unprecedented trade turbulence from the Oval Office, with the threat of tariffs (and temporary reprieves) on Canada and Mexico, have set off a chain of panic across North America.
While it may feel impossible to plan as an organization amidst evolving timelines, we’ve developed communications and crisis-preparedness strategies, rooted in real-time data, to prepare for what could lie ahead in this climate of economic unrest.
To better understand the impact of these tensions and inform recommendations, our Data Intelligence team applied the ChangeMakers’ proprietary Reputation Score©, drawing insights from the fall-out around this conflict. Tracking the fluctuation in trends, habits, audience sentiment, and key developments in consumer behaviour, we examined the reputational outlook of key sectors in the three-week window following the initial tariff declarations.
Here’s what you need to know about the reputational industry shifts, consumer reactions, and key strategies to prepare for what could lay ahead.
Cross-Border Reputation: The Power of Perception
As expected, both countries experienced a notable dip reputationally following the announcement of tariffs.
While Reputation Score allows brands, businesses, and executives to track their health and navigate reputation, we used this tool to understand how the threats of tariffs have impacted cross-border reputation from a geotargeted perspective.
Digital conversations, particularly within pro-Trump communities, have fueled anti-Canada sentiment, while anti-tariff discussions have largely focused on Trump himself rather than offering support for Canada. This demonstrates how trade disputes quickly become emotionally charged, influencing how businesses and brands are perceived.
Industry Impact: Key Sectors in Focus
Despite a brief recovery during the 30-day reprieve, several industries have been hit reputationally as a result of the tariffs discourse. In examining the sector-specific impact, actionable strategies can be implemented by businesses within these spaces to mitigate for further risk.
With heightened consumer anxiety, organizations must be proactive in developing communications and operational strategies that shape their narratives and prepare for potential backlash in an unpredictable policy environment.
Consumer, Lifestyle & Tourism
The initial tariff threat, coupled with uncertainty about its duration, has fuelled a surge in “buy local” rhetoric in Canada. Prime Minister Trudeau’s call for domestic vacations spurred a 150% increase in searches related to Canadian vacations. Similarly, Google search data shows a significant spike in “Made in Canada” queries leading up to the tariffs.
While Canadian consumers may express loyalty to domestic brands, North America’s deeply integrated supply chain makes complete economic independence unrealistic. Businesses should expect continued emotional rhetoric but prepare for practical consumer behavior that blends patriotism with necessity.
Actionable Strategies:
- Establish a clear brand narrative to navigate consumer sentiment.
- Scenario plan for potential tariff-related price shifts.
- Monitor online discourse and adapt marketing strategies accordingly.
Agriculture
Canada and the U.S. have long relied on each other for agricultural trade, but tariffs have sparked discussions about reducing dependence on American imports. February saw a 575% increase in social media mentions of buying Canadian agricultural goods, signalling a shift in public sentiment.
Political rhetoric around Canada’s supply-managed sectors is also naturally intensifying. Businesses should explore new trade partnerships if possible, while strengthening domestic production.
Actionable Strategies:
- Diversify supply chains when possible, to mitigate reliance on U.S. markets.
- Amplify real-world stories about tariff impacts to foster industry advocacy.
- Stay attuned to political developments that could shape future trade policies.
Energy
Canada’s oil and gas sector, responsible for over 60% of U.S. energy imports, faces a 10% tariff as of February 27, threatening price stability and supply chain reliability. For Canadian oil producers, this would represent a nearly US$7-billion hit to their profit. Negative sentiment around Canadian energy exports has spiked, with unfavourable opinions outpacing positive ones by a ratio of 5.5:1.
As tariffs exacerbate uncertainty, the sector may see renewed calls for energy diversification, increased domestic investment, and stronger regulatory support for green energy initiatives.
Actionable Strategies:
- Explore alternative energy markets and partnerships, when possible.
- Identify champions who can advocate for industry stability.
- Align with public sentiment by investing in energy efficiency and sustainability.
Tech & AI
Hard tech goods moving across the border would be directly impacted by prospective tariffs, while AI and digital services remain vulnerable to broader geopolitical tensions. The AI arms race is becoming a critical point of cooperation, with both nations keen on outpacing China’s advancements.
Given the sector’s rapid evolution, businesses must approach AI policy with strategic foresight, ensuring alignment between corporate values and technological adoption.
Actionable Strategies:
- Develop a robust AI policy that integrates security and compliance.
- Stay ahead of government regulations that may impact AI and cloud services.
- Monitor geopolitical trends to anticipate shifts in the digital economy.
Automotive & Transportation
No industry is more vulnerable than North America’s auto sector, where just-in-time supply chains depend on frequent cross-border movement of parts. While tariffs threaten efficiency, public discourse remains surprisingly muted—only 10% of trade-related conversations focus on the auto industry, suggesting that consumers are more concerned with direct consumer goods price increases.
Actionable Strategies:
- Strengthen advocacy efforts to highlight the sector’s economic impact.
- Develop contingency plans for potential supply chain disruptions.
- Align internal teams across legal, government relations, and communications.
Preparing for What’s Next
As the trade pendulum continues to swing and timing remains uncertain, here’s how to stay ahead:
- Anticipate long-term changes: The tariff debate is fluid, but consumer sentiment and economic behavior will have lasting effects. Expect stakeholders to be driven by the emotion of the situation and communicate accordingly.
- Stay agile: The ability to pivot quickly in response to new developments will be crucial for business survival.
- Engage in digital advocacy: The online environment is ripe for brands to take a stance and rally support in a strategic, measured way. Create opportunities for your leaders & advocates to champion industry-wide causes.
Amidst this volatile time, organizations must be proactive, adaptable, and ready to engage with the evolving trade landscape. Through strategic communications, supply chain diversification, and targeted advocacy, now is the time to take decisive action.
About the Authors
Kenny Cameron / Senior Account Manager, Data Intelligence
With over five years of experience in public relations and data analytics, Kenny is an expert in reputation risk management and data-driven communications. Leading ChangeMaker’s Data Intelligence team in Canada, Kenny takes a client-focused approach to social listening and analysis that culminates in actionable takeaways to tackle complex communication challenges.
Rachel Cohen / Senior Account Manager, Reputation Management
With a passion for relationship-building and storytelling, Rachel is a trusted communicator, supporting clients through effective reputation management, crisis preparedness and brand strategy. Joining ChangeMakers with roots in the social-change space, Rachel thoughtfully advises and trains partners from a cross-border perspective on the evolving communications, as well as media landscapes in both countries.
ChangeMakers Reputation Index Reveals the Impact of Change Events on Corporate Reputation
Washington, DC, January 28, 2025 —The inaugural ChangeMakers Reputation Index highlights the powerful connection between change events and corporate reputation, uncovering the significant positive and negative impacts of how change is managed. The annual analysis examines 25 companies experiencing five types of change events, both planned and unplanned, and finds that immediacy – both of communication and strategy when a pivot is required – plays a critical role in shaping long-term reputational outcomes. Companies that handle change effectively often bolster their reputation, while those that falter under pressure risk substantial harm.
“In today’s environment, the highest value driver for any organization or individual is reputation,” says Mario Simon, CEO of ChangeMakers. “Preparing for, responding to, recovering from, and even harnessing significant change events is a top priority for any company. This exciting research clearly demonstrates how reputational impacts can and should be managed. Poorly communicated or delayed responses to change events can leave significant value on the table and, in extreme cases, be financially devastating. We have cracked the quantifiable code to manage that for our clients and achieve the best outcomes.”
Importantly, the study revealed that planned business changes—such as seemingly innocuous events such as brand changes and leadership transitions—can have reputational risks as significant as those stemming from unexpected crises.
Key Findings:
- Merger & Acquisition Transactions: While mergers and acquisitions often deliver a short-term boost to a company’s reputation, this positive impact tends to fade quickly among stakeholders not directly involved or affected.
- Brand Change: Contrary to expectations, brand changes frequently lead to both immediate and long-term damage to reputation. This is often a result of missteps in communication strategy, undermining the intended positive outcomes.
- Financial Change: Financial changes produce mixed reputational effects, with positive or negative impacts typically short-lived. However, significant mismanagement can exacerbate negative perceptions. Notably, the absence of proactive, targeted communication with key audiences often results in muted or underwhelming reputational outcomes, even when changes are objectively positive.
- Leadership Transition: The reputational effects of leadership transitions hinge significantly on whether the departure is planned or unplanned. How the transition is communicated and managed plays a critical role in shaping public perception.
- Public Crisis: The reputational impact of a public crisis is highly contingent on preparation and the company’s ability to respond swiftly and effectively. Organizations that demonstrate readiness and transparency are better positioned to mitigate both immediate and long-term damage.
The ChangeMakers Reputation Index establishes the new industry benchmark for measuring how companies navigate change events and underscores the importance of proactive reputation management. It is powered by the proprietary ChangeMakers Reputation Score©, which uses a wide range of sources to determine a numeric measurement of reputation in near real-time.
To explore the full findings and gain actionable insights from the study, download the report at https://thechangemakers.com/us/reputation-index-2024/.
About ChangeMakers:
ChangeMakers is a 400+ person independent reputation management, social impact and marketing firm with offices throughout North America. ChangeMakers combines deep business specialization with human-centered strategies, working alongside our clients to strengthen their reputation and succeed in a disruptive world.
About ChangeMakers Reputation Index:
It is the most extensive review of impact to corporate and organizational reputation before, during, and after significant change events. Depending on the circumstance, reputation-altering events can be planned, unexpected, or both. This is the inaugural release of this important research driven by the ChangeMakers Reputation Score©, a unique and proprietary tool that measures brand’s reputation in real-time—mainly when the stakes are high. It analyzes data sources beyond the digital and social media space to include the most important factors to corporate executives and boards. Organizations are chosen based on our independent analysis of publicly available sources, such as industry rankings, financial reporting and market intelligence, while also seeking sector diversity.
Media Contact:
Caroline DeSilva /Senior Vice President, ChangeMakers
caroline.desilva@thechangemakers.com
Reputation Index 2024
For 2024, we assess the reputation impact on 25 major brands across five high-profile change trigger events, both planned and unexpected.
- M&A Transaction (Planned)
- Brand Change (Planned)
- Financial Change (Planned/Unexpected)
- Leadership Transition (Planned/Unexpected)
- Public Crisis (Unexpected)
Using the technology of our proprietary Reputation Score we analyze how organizations navigate these moments of change – before, during, and after events unfold.
Highlights of the index include:
- A major global fashion retailer’s impressive recovery after a public crisis event.
- Why two similar brand changes produce strikingly different outcomes.
- Surprising misalignment between financial shifts and brand reputations.
- The critical role of proactive communication during leadership transitions.
- Lingering power of legacy in M&A transactions.
Dive into ChangeMakers’ Reputation Index 2024 to uncover how major events impact brand reputation and learn what it takes to protect your biggest corporate asset. Your reputation.
In this age of disruption, change is the only constant. It is critical in this complex, competitive environment, for brands, businesses, and executives to know exactly where they stand.
Navigate your corporate reputation in real-time.
ChangeMakers Reputation Score© technology assesses your organization, analyzes how competitors compare, predicts reputational risks in advance, and creates opportunities for future growth.
Thank you for downloading the Reputation Index 2024
This report examines how 25 major brands navigated significant change events, providing valuable insights into reputation management and resilience.
Explore the data, uncover key trends, and see actionable insights to help your organization prepare for and respond to reputation-defining moments.
Have a question or want to discuss the findings? Our team of experts is here to help!
In this age of disruption, change is the only constant. It is critical in this complex, competitive environment, for brands, businesses, and executives to know exactly where they stand.
Navigate your corporate reputation in real-time.
ChangeMakers Reputation Score© technology assesses your organization, analyzes how competitors compare, predicts reputational risks in advance, and creates opportunities for future growth.
How Taylor Swift’s Eras Tour became a masterclass in cultural capital for brands
When Taylor Swift announced her highly anticipated Eras Tour, she didn’t just ignite excitement among fans—she sparked a multi-year cultural moment that asked brands: are you …Ready for It? From themed campaigns to clever social media nods, companies across industries have tapped into the Swiftie phenomenon, hoping to ride the wave of her global Reputation. But in a world where bandwagon marketing often backfires, how can brands leverage cultural phenomena while staying true to their brand voice?
Capitalizing on the Swiftie Economy
Taylor Swift’s presence in a city brings more than just All Too Well-attended shows—it drives local economies and creates endless PR opportunities. Ricola seized the moment with a playful campaign addressing the concert-induced “Swifty voice” from singing too loud. Meanwhile, the Toronto Humane Society cleverly named adoptable pets after Tay Tay’s hits to help animals in need break through the noise and find their adoptive Love Story. These initiatives aren’t just creative—they’re timely and authentic, tapping into the shared excitement of the moment to generate buzz.
The Data-Driven Era (Taylor’s Version)
Brands and organizations leaned on data to creatively join the conversation around the Eras Tour. Airbnb recognized the surge in tourism tied to Taylor Swift’s concerts and curated themed stays and local guides for a concert experience that Hits Different. This enhanced the fan experience while showcasing the power of leveraging travel trends. Similarly, Statistics Canada hit a Gold Rush by playfully connecting their data releases to Taylor Swift’s tour dates, proving that even government agencies can find engaging ways to intersect serious insights with cultural phenomenon, proving that a little strategy can lead to a State of Grace. While engagement on in-the-moment posts can seem like the Best Days of Your Life, most brands won’t see a long-term impact on their brand reputation from embracing Taylor’s Electric Touch. For brands exploring the opportunity, our proprietary ChangeMakers Reputation Score© can navigate these effects in real time, predicting risk and creating avenues for future growth, letting you approach these types of campaigns with Eyes Open.
When Bandwagoning Backfires
Not every brand knows how to stay Fearless in the face of a cultural tidal wave. Jumping on a trend without careful consideration can leave brands in a place that feels Haunted, with consumers who won’t Tolerate It. Brands must always examine the downside before becoming too Enchanted with the potential upside. Reputation now accounts for roughly 70% of corporate value. Nothing is more important than protecting it. Inauthentic expression can be a recipe for disaster, especially if the messaging doesn’t align with your brand’s values. The best campaigns, like those mentioned, succeed because they reflect a deeper understanding of the audience and stay true to the brand’s purpose. Authenticity is key—fans can spot a forced attempt from a mile away, and the backlash can be swift (pun intended).
Lessons for PR and Marketing Professionals
Taylor Swift’s Eras Tour offers a roadmap for how brands can harness cultural moments without losing their identity. The most impactful campaigns are creative and relevant. Look for ways to find your Blank Space in a crowded room while maintaining your brand’s authenticity. For PR and marketing professionals, the takeaway is clear: You Need to Calm Down and don’t just follow the trend—make it work for your brand in a way that adds value. Cultural moments like this don’t just create opportunities; they set the bar higher for meaningful consumer engagement.