Social Causes and Consumer Trust Through the Lens of Sports

Against all odds, the National Football League (NFL) season is underway. And this certainly won’t be a typical season, with some teams saying they’ll allow limited attendance in their stadiums during the pandemic, and others not allowing fans at all. But COVID-19 isn’t the only factor making the season more interesting: the league is also returning to play amid a new era of social activism that affects how fans perceive sports teams.

A newly released study by sports agency Octagon shows that sports fans are more likely to support sporting organizations that are more committed to embracing social causes. Moreover, 38 percent of sports fans more likely to support sponsors of athletes that speak out against racial inequality. These findings are especially true for younger sports fans between the ages of 18 and 34, as 54 percent of respondents in that age bracket saying they would be more likely to back a brand that supports racial equality.

Sports teams and corporate sponsors of teams have not always been eager to embrace social activism with their marketing and communications, but times have changed. As the Octagon study points out, younger generations of fans bring with them more of a willingness and even an expectation that sports organizations take a stand on social and racial equality.

This development mirrors a general change afoot with all brands. As a new Edelman report shows, people expect businesses to take an active stand against racism. Addressing social and racial justice is part of today’s brand promise.

But businesses need to tread carefully when they share meaningful content intended to make society better. As discussed in a new Investis Digital report, 5 Strategies to Build Trust in Digital Communications, that shows brands how to do just that, organizations need to take a thoughtful approach or else they risk eroding trust with their own employees, clients, and shareholders. For instance, it’s essential that organizations ask some hard questions, such as:

• How might I contribute to the public dialogue in a meaningful way? Hashtags and Instagram takeovers can make powerful statements, but they are temporary. How might I create dialogue inside and outside the workplace long after Juneteenth, Earth Day, or Pride Month is over?

• Am I involving all my people? How am I giving all my employees a platform to share their own ideas and questions, starting with my CEO on down? Do my people feel comfortable doing so? If not, why not? A faceless statement from a corporation feels less than human. People trust mirrored messaging that is consistent across departments, levels and regions people more than they do businesses.

Sports organizations are no different, and, like businesses outside of sports, they are changing.

The Dallas Cowboys, for instance, have relaxed a hardline stance against players protesting during NFL games. It’s not exactly a full-on embrace of social activism, but the change is a significant sign nonetheless. Being more open to players protesting also makes any potential public stance by the Cowboys more authentic. And authenticity is crucial to gaining trust. People are less likely to trust organizations that come across as opportunistic with their social activism.

It’s going to be an interesting year for the NFL, especially in the way NFL teams operate in context of the new brand promise of addressing social and racial justice. Keep an eye on how the NFL evolves. That’s because the league is a microcosm for how businesses are changing overall. Meanwhile, I invite you to download a copy of our point of view on building trust.