Should You Pause Your Marketing During a Humanitarian Crisis?
As business owners in the wellness space, we often wrestle with a challenging question: when tragedy strikes, should we pause our marketing efforts? In this episode, we dive into this difficult topic, drawing from our own experiences and missteps to help you navigate these sensitive situations.
When to Consider Pausing Marketing
Marketing during crisis moments requires thoughtful consideration rather than reactive decisions.
You Feel Personally Impacted: If you or your team is directly affected by a crisis, it’s okay to pause your marketing. This is a human decision, not just a business one.
Solidarity and Values Alignment: Sometimes, pausing is a gesture of solidarity with a cause that resonates with you personally. You may choose to pause marketing to stand with particular communities or causes (e.g., racial injustice, climate crises, humanitarian crises).
Consider Your Audience’s Focus: It’s appropriate to pause (or not plan) marketing campaigns when your audience’s attention is elsewhere, such as during major global events (e.g., elections, or significant humanitarian crises).
Sensitivity to Your Brand: Don’t be tone-deaf (like promoting a “fire-sale” product during a literal wildfire). Timing and empathy are important in preserving your brand’s integrity.
When to Keep Your Marketing Going
We learned through experience that pausing marketing isn't always the right answer. In 2020, we made a costly mistake by halting our paid ad campaigns for weeks out of fear of criticism while our venture-backed competitors continued marketing. This taught us valuable lessons about running our business from a place of confidence rather than fear.
The reality is that tragedy is constant somewhere in the world, and your business serving people doesn't become less important during difficult times. Small businesses, particularly women-owned companies, often face different standards than large corporations. Yet it's crucial to remember that your business supports employees, clients, and families.
Here are some tips to consider if you want or need to continue your marketing:
Real-World Constraints: For many business owners—marketing and revenue generation are ongoing necessities for sustainability. It’s okay to continue your marketing if pausing would jeopardize your business’s survival.
Not Ignoring the Crisis: Simply acknowledging the crisis. It’s about balance: continue your emails but with sensitivity. For example, sharing empathy, acknowledging the crisis, and providing resources to help.
Find a Middle Ground: Try acknowledging the event without abandoning your regular marketing. For example, a special email acknowledging the tragedy, sharing resources for help, or donating a portion of proceeds to relief efforts.
Transparency and Authenticity: It’s okay to communicate with your audience and let them know your stance. People appreciate authenticity, especially in times of crisis. Being upfront with your community can build deeper trust and connection.
What NOT to Do:
What should you absolutely avoid?
Profiting Off a Tragedy: Never exploit a crisis for profit. For example, don’t hold a “Fire Sale” when there’s a wildfire.
Tone-Deaf Messaging: Aligning your marketing with the current atmosphere. For example, if you’re running a campaign, ensure it’s relevant to the moment and doesn't feel like a hard sell.
Don’t Ignore It: Simply ignoring the situation can come off as callous or disconnected. Recognize that silence or neglect can be just as harmful as inappropriate marketing.
You can be both compassionate and professional – they're not mutually exclusive.
There’s no right answer here. You have to find what feels authentic and responsible for you and your business. And always stay grounded in your values.
RESOURCES:
Teach on Marvelous