COMMUNICATION IS NOW ACTIVITISM

It is amazing how trends and conversations shifted from being objective to clearly taking a stand and defending it. we don't just make statements now, we prove our points and this is basically the only way to create any form of engagement.

It is vital that you do not confuse activism with controversy, in activism you could go controversial but not all activism are controversial. Brands are beginning to understand this trend and are currently keying into whatever goodwill they can gain from the process.

for instance, The Air peace active participation in repatriating Nigerian xenophobic victims in South Africa is a perfect instance of this trend. This singular act brought to him bankable goodwill that companies spend millions to get through PR. Pastores actively tapped into their share of goodwill by sending in some financial help to victims.

Today I must say is a day of dramatization, how you and your organization decide to key into this progressive trend for the benefit of a brand is all up to you. brands like insurance companies can decide to take the risk in re-building a burnt-down shop of victims of market infernos or simply provide health insurance to some of the sick celebrities.

The key point here is, stop relegating your activities to the background, take a stand and defend your stand, I believe the Gen Z's call it 'Telling your Truth'.